AMV goes back to its roots: in this anniversary year, the brand once again asked Pepe Lobez to immortalise the pieces of the SS25 collection in Marseille.
Photos: Pepe Lobez
From the street to the beach. From the Corniche to the Prado. In front of the metro or on the hot sand. Clara, Céline, Enzo, Gaspard, Isaac, Johanna, Léo, Martin, Olga, Pauline, Leyah and Souleyman: once more, American Vintage cast new faces this season to embody the spring/summer 2025 collection. In the shots, we see friends, families and duos heading for adventure in the sunny city, framed against the Mediterranean Sea.
“The spring/summer 2025 collection colours are real eye-catchers. While you still find natural shades, they now rub shoulders with more pigmented pieces, as vibrant as they are sunny. The result is a multifaceted wardrobe that will appeal to everyone.”
— American Vintage style team
Women’s summertime wardrobe
The sun is (finally) back! Time to take it easy. For women, there are three universes to explore. First, the athletic aesthetic, revamped with feminine touches. Aqua stripes mix with powdery shades, from Baby Pink to Ballerina pink, by way of Lilac and Atmosphere blue. Then, we head to ultra-pigmented supermarket aisles. Saturated to the extreme, the colours change: red becomes Volcano, yellow turns into Fluorescent Mimosa and blue into Paradise Melange. They spruce up ultra-soft pieces that also feature original striped prints, sometimes heather grey and strawberry red, sometimes neon yellow and violet. Finally, librarian-core offers a perfect wardrobe for reading – between mid-thigh cycling shorts and a V-neck jumper. Did someone say comfort? Yes, loud and clear.
Men’s silhouettes, from a tennis court to la dolce vita
For men, themes are divided by the time of day. Why not start with a morning workout? Here, Royal Blue meets muted Greige on pieces to pull on for a quick run (or for any reason at all). Around 11 a.m., it’s time to go to the library – after switching to a zip-up Scarlet Red jumper and Shadow black Bermuda shorts. A work outfit? Try a new, more modern version in a neutral palette (Khaki, Vintage Black and Polar Melange), with touches of Fluorescent Fire. Fantastico! The day ends with an aperitivo, the ideal time to wear pieces that conjure up a balmy Italian summer.
AMV Journal is a space dedicated to encounters, discovery and travel. Every week, explore the musts, portraits and inspirations of American Vintage and its creation studio.