Revving Up Luxury with Maurice Malone's Iconic Mojeans x Ducati Collaboration

The Mojeans Denim De Lux Spring 2000 advertising campaign in Miami featured Ducati motorcycles

The Mojeans Denim DeLux Spring 2000 advertising campaign in Miami marked a significant moment in the world of streetwear, featuring both Ducati motorcycles and luxurious yacht settings. This campaign celebrated the launch of Maurice Malone's new Mojeans Denim de Lux collection and introduced the new Maurice Malone sunglasses collection, produced by Moja Eyewear.

This collaboration between Maurice Malone and Ducati was one of the early examples of well-known brands joining forces, a trend that's become commonplace today. The campaign was a bold statement, capturing the essence of urban youth indulging in luxury. It showcased a lifestyle where high fashion and high performance met, with Mojeans clothing epitomizing this blend of sophistication and street style.

In the 1990s, the idea of brand collaborations was still novel, but Maurice Malone saw the potential early on. Kelley + Meyers shot and Ben Cook styled the imagery for the 2000 Mojeans campaign, perfectly highlighting this vision. The backdrop of Miami, with its vibrant energy, complemented the dynamic and stylish nature of both Mojeans and Ducati.

At that time, Ducati motorcycles were not widely known in the black and urban communities. However, this campaign played a pivotal role in elevating Ducati to a coveted status within the hip-hop scene, symbolizing a fusion of cutting-edge fashion and luxury. The campaign also featured stunning yacht scenes, representing a successful young couple living a luxurious lifestyle.

This was the first time Maurice Malone used the tagline "Denim de Lux," celebrating the launch of his new collection. The campaign's inclusion of the Maurice Malone sunglasses collection added another layer of luxury, emphasizing a complete lifestyle experience. Mojeans x Ducati set the stage for future brand collaborations, showcasing a luxurious lifestyle that resonated with the urban youth of the era.