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    New Off-White Campaign Features Morocco’s Chefchaouen

    Chefchaouen’s blue-washed streets and alleys made for the perfect scenery for Off-White’s new campaign.

    08 Sep 2022

    Rabat - Italian luxury fashion brand Off-White has featured Morocco’s Blue Pearl, Chefchaouen, in its recent campaign for the fall/winter 2022 men and womenswear’s collection.

    The company posted on Tuesday various photos featuring models in blue-themed clothes, blending perfectly with the blue facades of Chefchaouen.

    “Set to backdrop of Morocco’s blue city of Chefchaouen, the campaign embodies a new vision where the age of imagination is the product of reality,” reads the caption of Off-White’s social media posts.

    The fall/winter 2022 menswear collection “features unexpected code switching that is tactfully insurgent in nature,” Off-White added.

    The fashion giant indicated that the campaign “tethers the Off-White heritage to an evolving brand vision,” as “new dialogue and perspectives emerge from the contemporary aesthetic language of the fw22 [fall/winter 2022] womenswear collection.”

    The signature of the electric blue “provides the unifying concept” of the collection, which “reimagines beauty as a universal toolkit for self-expression and human potential,” added the fashion company.

    The collection was designed by the late American fashion designer Virgil Abloh, while the campaign was shot by photographer Rafel Pavarotti.

    IB Kamara, a London-based fashion journalist, stylist and creative director, directed the campaign, which was his first after he was named art and image director of Off-White.

    “Making a successful luxury brand in nine years is genius … It’s a feat that I admire and hope to continue building upon with a rich legacy,” Kamara said.

    Describing Virgil as “one of the freest-thinking black men of our time,” Kamara added that the designer “showed the world that the underrepresented, the underdogs and Black people, in particular, have brilliant minds and can push and compete equally in the establishment.”

    Renowned as one of the bluest cities in the world, Chefchaouen is a popular tourist destination and picturesque vacation spot thanks to its fascinating blue-washed streets and alleys.


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