French label Jacquemus has just unveiled its latest campaign, dubbed La Croisière. Shot and produced in Egypt, the new series of pictures brings its most recent collection to life in the North of Africa, grounding the brand’s signature minimalism into the sun-drenched landscapes of Om El Donya.
Captured by Egyptian photographer and director Mohamed Sherif, across the river Nile, Jacquemus’ newest shots take us on a trip to Aswan, where wind-blown fabrics and soft natural light frame each look with grace. Featuring Brazilian-New Zealand model Angelina Kendall and Egyptian model Mohamed Hassan, the shoot has since been welcomed with pride by creatives across the region, praised for its execution and for placing locals left, right, and center at the heart of a global fashion production.
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“This is how you integrate fashion with culture without it being invasive,” Dubai-based fashion director Rana Rabie wrote on Instagram.
Showing, once again, how precise Jacquemus’ board is when it comes to choosing iconic locations to shoot, present, or produce its sartorial creations, in this latest chapter, Egypt becomes as central as the clothes on display.
Keep scrolling to see the full campaign.
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