Rabat – Moroccan director, producer, and screenwriter Hicham Lasri is the creative mind behind Louis Vuitton’s latest advertising campaigns for the spring-summer 2020 men’s collection.

“Non-conforming and unapologetic,” Louis Vuitton dubbed the collection on Instagram. “Virgil Abloh’s latest campaign highlights the multiplicity of global youth against the unique backdrop of Chefchaouen, Morocco.”

The footage is accompanied by melodies from Moroccan singer Oum.

Lasri shared four short clips of the campaign to his personal Instagram, each showing colorful scenes of Casablanca and Chechefchaouen.