IUTER SS18 "Mirage" starring Marracash

Campaign by Leonardo Scotti & No Text Azienda

IUTER confirms that Marracash is back for the "Mirage" campaign which will showcase the highlights of the IUTER SS18 collection, now available from all the retailers, at the IUTER Store Milan and the IUTER Online Store.

The campaign was shot by young photographer Leonardo Scotti, who played with the concept of mirages and visions, evoking themes of the desert and isolation and harnessing that solitude as a means for internal reflection, which can be difficult to make time for in the chaos of our daily lives.

“Mirage” with Marracash by No Text Azienda - IUTER SS18
 

The video was filmed by No Text Azienda using the same location as Leonardo Scotti and embracing his vision. It is, to all effects, a short fashion film dedicated to the IUTER SS18 Mirage collection with an added shamanic touch and the depth that defines the Milanese videomaker collective.

The IUTER SS18 “Mirage” Collection draws inspiration from an almost abstract concept, which is depicted in a hostile desert landscape, populated only by the animals that have adapted to survive.

Snakes and scorpions are recurring images, along with a bright orange that recalls Safety Orange, used for visibility in dangerous situations.

The collection includes a clear nod to the world of Souvenir Jackets, with embroidered palms and scorpions on beige and black tones. The use of embroidery and all-over jacquard patterns has become a IUTER trademark; in this collection the embroidery is enhanced by sublimated prints and polyester inserts printed to create a patch effect. Different types of camouflage, from classic green to extreme orange and stonewash characterise another section of the collection. The range of graphic designs varies and distances itself from the theme with a series of strictly streetwear designs on classic T-shirts, long-sleeve T-shirts and other specific cut & sew cuts.

IUTER SS18 Mirage starring Marracash Campaign by Leonardo Scotti & No Text Azienda | Image 0

IUTER x Helmo Milano "Tibetan Tiger Rug Helmet" is going to be available on IUTER Online Store and at IUTER Store Milan in April 2018.

Marracash is one of the most talented and sincere rappers to hold a mic in Italy. A working class childhood on the projects of south Milan which, despite his success he hasn’t abandoned. He exudes determination, and the spirit to conquer -“I elbow through the crowd” he spits in ‘Benvenuti nella Giungla’- posse track with his crew Dogo Gang.

Fabio (his real name) grows and learns by example and experience. The street has taught him so much but he continues despite having gained satisfaction and fame - fame he's not yet come to terms with even after a decade of top-chart hits.

The new Marracash album is one of the most wanted of 2018 and nobody still knows when the artist is going to drop it.

Photography Leonardo Scotti
Digital & PRoduction Jim C. Need Zuleta
Stylist Matt Tres Bones
Production Floater Productions
Illustrator Daniele Attia & FIlippo A. 
Thanks to Nike, Nove 25, RETROSUPERFUTURE

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