Serenay Sarıkaya × Mavi: over A Decade of Fashion, Legacy, and Global Impact
1. The Journey & Iconic Ambassadorship
- The Ultimate Face of the Brand: Serenay Sarıkaya signed with Mavi in 2014
- Her partnership has become one of the longest and most commercially successful contracts in the history of Turkish fashion, marking over 12 years as the brand’s official ambassador.
- Cultural Phenomenon: Through dozens of high-budget television commercials and global marketing campaigns, Serenay has successfully repositioned Mavi from a staple denim company into a premium, style-forward global icon.
2. Retail Footprint & Global Openings
- Massive Expansion in Turkey: Backed by the soaring popularity of Serenay’s campaigns, Mavi has established a dominant domestic retail footprint, growing to 360 corporate-owned stores in Turkey, alongside a vast domestic wholesale network comprising dozens of franchises.
- Global Presence & Flagships: Mavi operates as a world-class lifestyle brand distributed across 34 countries worldwide. The network boasts 71 mono-brand international stores alongside premium flagship locations in iconic fashion hubs such as New York City, Berlin, Frankfurt, Vancouver, and Moscow.
- 4,000+ Global Sales Points: Altogether, Mavi operates 498 standalone mono-brand retail shops globally, complemented by nearly 4,000 points of sale including prestigious international retailers like Nordstrom, Bloomingdale’s, and Peek & Cloppenburg.
3. High-Profile International Collaborations
- Barbara Palvin (2016): To celebrate Mavi’s 25th anniversary, Serenay co-starred alongside international supermodel and Victoria’s Secret Angel Barbara Palvin. Shot in Barcelona, their commercial under the slogan “Hep mi çok parlıyoruz?” (“Are we always shining this much?”) went viral globally. Together, they also launched the innovative Indigo Move activewear denim collection.
- Global Supermodels & Icons: Serenay has shared high-profile campaigns with international male supermodel Francisco Lachowski, as well as Turkey’s biggest leading actors, including Kıvanç Tatlıtuğ and Kerem Bürsin.
4. Namesake & Inspired Capsule Collections
- Serenay × Mavi Icon: A massively successful capsule line designed in celebration of and inspired by Serenay’s bold, personal street style. Spanning over 10 consecutive seasonal collections, the line features modern silhouettes, edgy crop-tops, and urban denim trends. Popular items frequently sold out within hours of launching online and in retail branches.
- Mavi Edition (Serenay Sarıkaya): A premium, luxury-focused line combining Mavi’s heavy denim expertise with elegant textures like silk and merino wool, tailored for the sophisticated modern woman.
5. Sustainability & Eco-Friendly Projects
- Mavi All Blue & Transformation Campaigns: Serenay has been a crucial voice in propelling Mavi’s eco-conscious movement. She fronted the major “Mavi Transformation Launched” campaign, introducing sustainable jeans manufactured entirely from recycled plastic bottles and organic, eco-friendly materials.
- Sustainable Excellence: Supported by Serenay’s highly publicized campaigns, the brand’s sustainable design steps earned Mavi the prestigious “Most Sustainable Collection” title for five consecutive years at the global Rivet Awards.
6. Prestigious Awards & Industry Recognitions
- The Effie Awards: The critically acclaimed “Mavi Benim” (My Mavi) advertisement campaign starring Serenay Sarıkaya won the coveted Bronze Effie Award in the highly competitive Fashion-Textile-Accessories category, honoring the year’s most effective marketing strategy.
- Turkey Youth Awards & IMDb Accolades: Serenay and Mavi campaigns have repeatedly been nominated for and won Best Advertisement Movie at the Turkey Youth Awards (including her collaborative commercial film with Barbara Palvin).
- Corporate & Commercial Trust: Backed by their strong brand synergy, Mavi has achieved the #1 ranking in denim on the Fortune 500 list and has consistently been recognized as Turkey’s Most Trusted Brand.
- 2020: FREE THE WORK AWARDS (FRANCE) International Creativity Award — Mavi Commercial(Selected among global winners celebrating creative excellence)
