F*** off! Mawi’s Spring 2015 ad campaign is here (and our new favourite)

by Renée Tse February 4, 2015

See the Mawi Spring 2015 ad campaign »

It’s been ad central the past couple of months with designer brands proudly showing off their Spring 2015 campaigns (and the A-list stars and models fronting them) everywhere. And while we thought we had seen it all (we’ve rounded up our faves here), luxe accessories brand Mawi barges through screaming “F*** off, Mawi is here” in its latest campaign, naturally making its way to the top of our list.

We here at FASHION are no strangers to Mawi. As the creative brainchild of Indian-born Mawi Keivom, who currently resides in London, England, the namesake brand has evolved from its first collection of charm necklaces to the current costume jewellery and accessories go-to for stylists, editors and art deco jewellery die-hards all around. With its edgy-meets-glam aesthetic, the poppy jewellery and accessories brand is much-loved and well-recognized in the fashion industry. And seeing that many of our former cover girls (see Taylor Swift, Zoe Saldana and Courtney Love) have all been decked out in Mawi’s unique ornaments, you can say our love for the lavish pieces is quite crystal clear.

Whimsical imagery and cartoon additions have been the brand’s MO for the past couple of seasons, so it’s no surprise to see the Spring 2015 campaign following suit. Paying homage to the 1980s Brooklyn-based graffiti artists who were infamous for their in-your-face slogans and pop-art images, this season’s collection of colourful, bejewelled gems are juxtaposed against black doodles and scribbles that includes “love Mawi”, “f*** off” and “oh yeah” splashed across model’s delicate (and vaguely erotic-looking?) faces and girly attire. With gold spiked embellishments placed here and child-drawn designs tattooed there, who wouldn’t want to channel the punk-ish Mawi girl this spring?