Replay, the premium denim brand part of the Fashion Box group, announces its collaboration with digital creator Ginevra Mavilla to create a pair of special edition custom jeans.

The Ginevra Mavilla x Replay, collaboration aims, through creating a special edition denim piece, to attract younger generations by giving a new look to a brand that is already synonymous with innovation, Italian design, quality and sustainability.

Her passion for fashion as well as her popularity on social media made Ginevra Mavilla the ideal partner for creating a unique, versatile and genderless piece. Drawing inspiration from Replay's iconic models and past collections, the influencer has customised and designed a new model of cargo jeans with maxi pockets, inspired by early 2000s fashion trends, with a series of design features that allow it to be dressed up or down. For the campaign shoot, Ginevra styled the jeans with colourful crystal belly chains in keeping with the Y2K trend.

The two adjustable denim cuffs mean they can be worn either by tightening the cuffs around the ankle to create a slimmer silhouette, or by leaving them loose for a straight fit. The double fly fastening on the waistband also allows the jeans to be worn in two different ways (with a classic or asymmetrical fastening).