They said l'Mdamma belongs in the salons. We took it to the streets.
For too long, the concept of "flexing" in streetwear has been dictated by foreign codes,heavy chains, diamond grillz, imported aesthetics. But true creative disruption comes from looking inward , But let's talk about real value: a traditional, solid gold Mdamma weighs more, costs more, and holds more prestige than most of the chains people flex with. True creative disruption comes from looking inward and flexing the wealth that's already ours.
Inspired by
@issamharrris - TATTOO MV , produced by
@prince85 , Directed by
@mohcineharisse , his groundbreaking vision in the 'Tattoo' video, this editorial flips the script on what a flex should look like. We took the ultimate symbol of Moroccan prestige and weight the solid gold Mdamma and clashed it with raw streetwear right in the middle of the block.
The stares from the crowd, the confusion, the sheer contrast that’s exactly the point. It’s about taking our heritage out of its comfort zone and claiming it in the modern era
also S/O to
@bbeeeebboopp &
@odnnn1.0 for backing the vision too
Directed,captured & edited by
@anasshyper ( me )
Models
@pex_lv @rraaiinn.aya
Rabat, Morocco
#moroccanheritage #streetwearculture #visualdisruption #creativedirection #editorialphotography
