Bonjour, Newport
French Riviera street style has arrived on our very own Riviera. With an all-ages cult following, we get the back story on Fashion Island’s hottest new import, AMERICAN VINTAGE.
Think of it as French Riviera street style. Contrary to what its name suggests, American Vintage is all about fresh fashion influenced by France and beyond. Each season, customers seek out the brand’s striking mix of silhouettes and innovative colors.
Expect an edited wardrobe of elevated basics inflected with vintage references, inspired by the founder’s trips to the United States in the early 2000’s. The brand is the brainchild of Marseille native Michaël Azoulay. His goal: Design perennial pieces that are at the intersection of Californian cool and South-of-France flair.
The store features a denim bar, a coffee counter and a large screen displaying the brand's unique campaigns. “American Vintage has always made a point of thinking of its stores as places where you don't simply bump into each other, but where you choose to meet,” says Azoulay.
Founded in 2005, American Vintage debuted its exclusive Orange County store this spring, stocking punched-up pieces for women, men and children. So, yes, joie de vivre for the whole family. In fact, American Vintage broadened its childrenswear line last year, catering to children from age 3-13.
American Vintage has an international reach with metropolitan locations in Amsterdam, Milan, New York and Paris. The brand has boutiques in almost 20 countries, including Portugal, Austria, Germany and the United Arab Emirates.
With a seasonless approach to style, American Vintage believes in the power of letting its high-quality everyday staples speak for themselves. On top of making a strong case for ignoring trends, the brand is also developing actions to forge a more sustainable model, working towards natural production methods that are eco-friendly.
The clothes are OEKO-TEX certified (a label that guarantees the absence of chemicals in fabrics). American Vintage’s production is free from substances harmful to the body and the environment. The majority of each collection is imagined in plant-based fabrics and natural fibers. The brand is also fur-free.
American Vintage is very much a lifestyle brand. Beyond the T-shirts and fabrics, it also fosters community in the creative industries. One look at Instagram, it’s clear the brand is nurturing a new generation of artists, photographers and designers.
