The city of Marrakech has long been a haven of sorts for the creative class, attracting popular artists and intellectuals to its shores, many of whom spent months at a time on sabbatical in Morocco, exploring the beautiful natural desert landscapes, sunset-colored clay architecture, and rich local culture. It’s these same characteristics that generated the often overlooked but deep-rooted influence of the North African country on the Romanticism era, an artistic, literary, musical, and intellectual movement popularized in Europe in the 18th century.
The rich history of Romanticism in Africa was the creative inspiration behind The Folklore’s new fall/winter 2021 fashion campaign “All Wrapped Up In Marrakech”. Drawing from the rustic architecture and verdant landscapes of Marrakech, we sought to tell a visual story of love through the lens of friendship, romance and self.
This season the collections from African designers, each in their own way, all feature romantic sensibilities, through soft fabrications, flowing silhouettes and dreamy, abstracted prints. In its “Umethulo” collection, South African brand MmusoMaxwell infused its trademark sharp tailoring with feminine details through pleated draping, asymmetric hems and deep-pink hues. Ghanaian unisex brand AJABENG’s minimalist designs for the “AfroRomance” collection are buoyed by fresh pastel colors. Soft chiffons and flowing silk materials have been fashioned into sheer kaftans and dresses by Nigerian-based Orange Culture while hand-painted patterns and embroidery adorn evening gowns by Fruché and MmusoMaxwell.
“All Wrapped Up In Marrakech” was shot by renowned Moroccan photographer Mous Lamrabat at the luxury boutique hotel Jnane Tamsna.
View the images from The Folklore’s Fall/Winter 2021 editorial campaign “All Wrapped Up In Marrakech” and shop all the looks below.
Creative producer: Raven Irabor
Local producer: Marie Juncker @mariejuncker
Photography/creative direction: Mous Lamrabat @mouslamrabat
Videographer/editor: Anas Ouaadidy @dy_anas
Stylist: Lisa Lapauw @lisalapauw
Hair and makeup: Sanne Schoofs @sanneschoofs