MAVI TAPS CHALAYAN: Turkey’s Mavi denim is embarking on its first designer collaboration with London-based Hussein Chalayan, who has created a capsule line of women’s jeans, which will launch in the U.S. in November and other international markets next spring. The one-season offering encompasses about 15 styles, including skinny jeans, high-rise jeans, shorts, dresses and denim tops. Retailing from $160 to $200, the collection will be sold at Mavi’s flagships, in addition to select wholesale partners. The company operates 285 stores with flagship units in New York, Vancouver, Montreal, Istanbul, Berlin, Frankfurt and Düsseldorf.
Chalayan, who is of Turkish Cypriot heritage, has incorporated ribbons of bonded tape, elastic bands and sport mesh panels into the jean designs, using the brand’s premium Mavi Gold line as a starting point. The designer also currently works with Puma on a co-branded line of men’s and women’s contemporary apparel and sneakers.
This story first appeared in the June 12, 2012 issue of WWD. Subscribe Today.