Maje to Play Up Denim Capsule in Latest Campaign to Grow U.S. Sales

Denim is to play the main character in a new marketing campaign for Maje that seeks to build on last year’s influencer-heavy road trip. The company’s nine-piece denim capsule — which experiments with patchwork and oversize pockets on wide-leg pants, belted jackets or shirtdresses — will be highlighted beginning Saturday at Bloomingdale’s New York flagship on 59th Street, where Maje will set up a pop-up shop on the second floor. There will be events and on-site embroidery of the denim capsule pieces through April 8. From there, the capsule — which will be shuttled around in a vintage Renault 4L complete with a Maje denim interior — will head to the Chateau Marmont in West Hollywood, Calif., on April 19 for a celebrity- and influencer-heavy lunch. The next day it will move to Maje’s Beverly Drive boutique for another store event. Each stop or event is expected to generate content that the brand hopes will then help drive traffic back to the site. It’s a fresh take on what the company — part of Paris-based SMCP Group, which also owns Sandro and Claudie Pierlot — did last year shuttling a group of fashion bloggers and other influencers to places such as the Coachella

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