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Translated by
Roberta HERRERA
Published
Sep 7, 2022
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Ibrahim Kamara presents his first campaign for Off-White

Translated by
Roberta HERRERA
Published
Sep 7, 2022

Ibrahim Kamara has unveiled his very first ad campaign for Off-White. The new artistic and image director of the luxury streetwear brand, who succeeded the iconic designer and founder Virgil Abloh in May, has the delicate mission of perpetuating the brand, 60% of which is owned by LVMH. He began by directing the latest collection designed by Virgil Abloh.


Ib Kamara highlights the brand's identity - Off-White Rafael Pavarotti



The campaign, photographed by Rafael Pavarotti, presents the men's and women's Fall/Winter 2022/23 collections. Kamara, who is also editor-in-chief of the British fashion magazine Dazed, chose to focus on some of the brand's most recognizable signature elements, such as the color blue and the arrow cross logo.

Groups of young people from all walks of life wearing relatively the same outfits (turquoise down jackets, black leather mini outfits, camel coats and sweaters, as wel as printed outfits) were photographed against a bright indigo backdrop. This setting of winding electric blue streets is not made out of cardboard, but actually exists. It was the Moroccan city of Chefchaouen, located south of Tangier, that was chosen for the shoot by the new artistic director.

Close-up portraits showcased the brand's earrings and eyewear line, as well as its first beauty collection, Off-White Paperwork, through make-up, while a men's ski capsule collection was also pictured.

"To make a luxury brand successful in only nine years takes pure genius. It's a feat I admire and hope to continue building with a rich legacy," said Kamara in a statement, noting how the African-American designer "revolutionized streetwear and luxury that spans generations and decades."

"He showed the world that the underrepresented, the underdog, and Black people, in particular, have brilliant minds and can push and compete equally in the establishment. He inspired hope and brought change. Virgil Abloh was one of the most free-spirited black men of our time," he concluded.

Relying on a collective of creative people, the Sierra Leone-born designer, who moved to London at the age of 16, will have to provide a fresh take on the brand, which until now has been strongly driven by the legacy of its founder. His first campaign seems to suggest a seamless succession.  

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