LOOKBOOK AW 24/25 • RARE EARTH • ONLINE NOW

Our latest campaign shoot for the  AW24 collection, Rare Earth, took us on a road trip through Morocco, from the bustling streets of Marrakesh to the vast, rugged beauty of the Agafay Desert.


We kicked off the shoot in the heart of Marrakesh, surrounded by the city's vibrant energy. The Riad Jardin Secret, a hidden gem in the old town, served as our creative headquarters. With its serene courtyards, intricate tilework, and lush greenery, the riad is a perfect place to stay and explore the city.

 
Leaving the city behind, we set off for the desert. The road to Agafay stretched, a mixture of serene landscapes and rustic village life. Along the way, we captured moments of spontaneity. But only some things went as smoothly as planned. One unexpected detour came when local police stopped us in a small village. The tension was palpable as our camera equipment was nearly confiscated. Thankfully, fluent in Arabic, Yazid our male model, quickly jumped in to defuse the situation. With some convincing, we were allowed to continue on our way, narrowly avoiding what could have been a serious disruption to the shoot.

Arriving in the Agafay Desert as the sun began to dip towards the horizon was a moment of awe for the whole team. The expansive, rocky landscape, devoid of the typical golden dunes, offered a minimalistic yet powerful backdrop for the Rare Earth collection.

The day stretched from dawn to dusk, with the models enduring both the cold of the wind and the surprise of a light rain in the evening, an unexpected moment in the desert. This final touch added a poetic layer to the shoot, creating moody, atmospheric shots that closed the campaign with a sense of mystery.

Made Possible by The Week Before
This shoot wouldn’t have been possible without the amazing support from the owners of the Riad Jardin Secret, Cyrielle and Julien, who also run the production agency The Week Before. Their deep connections to the local culture, combined with their expertise in facilitating smooth productions, allowed us to capture the authentic spirit of Morocco with a small, hardworking team.


From the streets of Marrakesh to the windswept desert, this campaign was a testament to the spirit of exploration, resilience, and creativity that defines Eat Dust and Girls of Dust. We can’t wait for you to experience the entire collection, as it’s more than just clothing—it’s a story, a journey, and a connection to the rare beauty of the world around us.