This season MAWI is proud to announce the Spring Summer 2014 campaign, starring Daria Shapovalova. The collaboration between MAWI and Daria marks a treasured friendship and mutual admiration between two high-fashion powerhouses.
A true fashion leader and inspirational taste-maker, Daria has worked tirelessly to transform the fashion scene of her native Kiev – founding and directing Kiev Fashion Days with Mercedes-Benz, hosting countless video reports on Nowfashion.com (the first online magazine to publish photos in real time) as well as acting as the Ukrainian ambassador to Style.com.
Daria is a well-known face of street style fashion, regularly taking pride of place on the front row or backstage at top catwalk shows across the world. MAWI jewels and accessories are an integral addition to her wardrobe, seamlessly blending into a fresh, elegant yet unquestionably cool look.
Daria wears pieces from MAWI’s GALAXY ROCKS collection
Known for her support of young and upcoming creative talent, Daria frequently works with art director and MAWI alumni Kati Garbuz. It was Garbuz who initially styled Daria in MAWI jewels – igniting her passion for the exquisitely beautiful yet distinctly eclectic pieces, and inspiring an alliance between the Ukrainian icon and East London brand.
After a star-crossed liaison at Paris Fashion Week, MAWI’s Spring Summer 2014 campaign sparked an impulsive life of its own. Styled by Kati Garbuz and shot by Sonia Plakidyuk (aka Moi Sofism), the campaign is a multi-faceted story, reflecting MAWI’s METROPOLIS, BARBARELLA, GALAXY ROCKS and GLITTER BUG collections.
The campaign marks one of the most exciting collections to date: a multi-faceted luxury jewellery and accessories range encompassing a unique and intriguing vision.
Each directional yet timeless story represents all aspects of the brand: from bygone eras of dark, brooding glamour to futuristic fantasies and light-hearted charm. MAWI continues to capture imaginations across the world whilst remaining uncompromisingly loyal to the integral values that have established the company as a leading luxury accessories brand. Daria’s participation in the campaign is a true reflection of MAWI’s unwavering vision of opulent luxury and innovative detailing, translated through Shapovalova’s individual style and charismatic beauty.
Daria wears pieces from MAWI’s BARBARELLA and GLITTER BUG MINI collections
Photographed in Paris in a disused and graffitied warehouse, the campaign acts as a meeting point between established icons and rising stars – supporting the careers of Kati Garbuz and Moi Sofism whilst celebrating Daria’s glittering career and MAWI’s imminent global presence.
The campaign also marks a further important milestone – the launch of a new MAWI website, reflected in the graphic graffitied lines and bold technicolours that are relative to the brand’s groundbreaking new web design.
Already leading the world of high-fashion luxury accessories, this campaign is the initial step of yet another exciting venture for MAWI. As the fashion world feasts its eyes on the flourishing Ukraine creative scene, MAWI will hold an impressive position in this burgeoning development. With the new website and even further global collaborations on the horizon, Spring Summer 2014 is set to be MAWI’s most exciting and successful season yet.
Daria wears pieces from MAWI’s METROPOLIS collection
Photography : Moi Sofism
Styling and Art Direction : Kati Garbuz
MUA : Tina Solberg Torstad