Social media influencers are having a say in denim.
Mavi is collaborating with Leonie Hanne, founder of the fashion blog Ohh Couture, for a new jean silhouette.
Named after the fashion influencer with more than 950,000 followers on Instagram, the Leonie jeans will launch at an event at the Berlin Mavi store on May 4. The high-waist, relaxed fit jean captures the look of 90s denim with a modern twist—cropped legs.
Mavi and Hanne are the latest denim brand and blogger to partner on designs. Levi’s teamed up with Chiara Ferragni, founder of the blog The Blonde Salad, for a collection of 501s last year.
Mavi’s Leonie jean debuts after a campaign featuring Hanne, where she showed off her favorite Mavi fits, the Jess, Cindy and Alissa.
The Leonie jean will retail for $75 online, in Mavi stores, select retailers and online partners.