Morocco – At the best time to travel and in pleasant weather, we embark on an adventurous road trip through Morocco to shoot the Summer 2025 collection among grand palaces and vast deserts. With our small tour bus, we travelled between destinations in the footsteps of kings, Bedouins and even Hollywood stars. The result: a photographic journey emboldening the collection’s colour palette..

A TIP: TURN ON THE SOUND to enjoy this Loobook with MUSIC:)

From there we head out to the “Shootlands” – a bizarre collection of filmsets, in the middle of the barren, brusque landscape. A very special “Tiny House” awaits us here, built as a homage to the Dutch designer Piet Hein Eek. In her Hamburg studio, KATHARINA HOVMAN has been designing her collections for many years on one of his tables. That’s precisely why we made this long journey: to rediscover Piet Hein Eek here, in the middle of nowhere – to weave the creative thread between Hamburg and the Netherlands in Morocco. For our scenes, we picked outfits in PETROLIO, ICE BLUE and ROSA, either as contrast to the set or to compliment it.

Further south we were met with roads winding through vast, striking landscapes and meteoric rocks. Passing the film location of Bertolucci’s 'The Sheltering Sky', we proceed to the town of Tamnougalt – world-renowned for its fine handwoven Berber carpets. Here one can buy carpets on every corner. We consciously chose the Berber women as their creativity and attention to detail is awe-inspiring. For our shoot they let us choose from their abundance of carpets, the ones that best match our collection and hung them specially for us in their courtyard. And so, we spent a particularly jolly day with the weavers, with copious amounts of fresh mint tea and fantastic photographic results. Sheila, in CANDY and LIMONCELLO, did an excellent job.

Travelling through Morocco, one is accompanied by countless palm trees of all shapes and sizes. Some of them are very old, grow wild, and keep sprouting again – even if it doesn’t seem so at first glance. In Morocco it is strictly forbidden to remove a palm tree – even ones that fell. Not only do they produce world-famous date varieties, but they are also protected species. Anyone building a house is obliged to integrate the palm into the structure – without exception.

This is also the case in the lush oasis surrounding the Casbah Caïd Ali – a historical family estate dating back to the 16th century that survived the elements and withstood the test of time. It is fascinating to see how the old walls are meticulously restored to preserve their ancient heritage. From the roof terrace of the Casbah Caïd Ali, with the rambling palm trees as our backdrop, the pictures with Ruth, in CANDY, seem like they are from another era – yet always elegant and cool at the same time.

The Auberge Café du Sud serves as our starting point for the final stop of our journey. Impressively located on the foot of the Sahara, one can actually walk straight from the terrace into the vast imposing dunes to enjoy a sense of infinite space.The play of colours and light at dawn and dusk are truly breath-taking. To treat our team and ourselves, we rented a desert vehicle, enabling us to reach undisturbed Saharan beauty. Ruth walks barefoot in LIMONCELLO through the desert sand and follows the tracks of the desert vehicles in ROSSO imprinted in the sand.