For its Spring Opening 2025 collection, Danish brand ICHI wanted a setting that could hold two ideas at once, the clean simplicity of Scandinavian design, and the raw, natural texture of Morocco. That search led to the Agafay Desert, just outside Marrakech, where wide open space and neutral tones gave the collection room to breathe.

After scouting the desert, we identified the locations that matched ICHI’s creative vision, spots where the landscape let the clothes stand on their own against sand and sky. Aerial shots, added a further sense of scale to the setting.

Behind the shoot, our team managed the logistics that let the creative team focus on the work in front of the camera: scouting and securing the location, coordinating transport for crew, equipment and wardrobe, and handling drone permits to keep filming compliant with local regulations.