MXVV, Alternative Menswear label Maxivive’s sportswear inspired diffusion line has released a new editorial to promote its second ready to wear collection. Debuted in August 2015 at an open salon at StrangerLagos, the MXVV brand is a more accessible option to buy into the Maxivive aesthetic with a younger feel and lower price point. This decision is right on time, in a year that has seen many brands make the move to create diffusion lines from Vonne Couture to Orange Culture.
Few Models’s Imran Ali reprises his role as Muse for Oyeyemi’s Maxivive fronting the campaign along with Dafe Eboro. The look book is shot on location at a tennis court, the models lithe forms caught in motion helps to sell the idea that MXVV is meant to be worn by real people, that this diffusion brand is meant to be lived in.
The new collection is done almost entirely in airtex mesh, following through on its claim to sportswear. It is monochromatic, with extensive embroidery and over-sized motifs of the parent brand’s logo stencilled brazenly onto oversized shirts and basket ball shorts, taking a cue from international licensee brands. It is a gamble that might not pay off. Maxivive is still an emerging brand and with the turn of international brands whose entire business model is built on tactics like this changing tack because of logo fatigue, it would be smart to take cues.
It is also great to see the brand Pox sneakers from the brand’s parent line which was debuted at the 2015 Lagos Fashion and Design Week receive the editorial treatment. The Pox sneakers were one of the highlights of the brand’s LFDW showing and we hope it is marketed even more aggressively.
Photography: Jimi Agboola (Instagram: @JimiiAgboola)
Creative Direction & Styling: Papa Opeyemi (Instagram: @PapaOpeyemi)
Models: Al’Imran (Instagram: @IAmAlimran) | Dafe Oboro (Instagram:@DafeOboro)