Off-WhiteTM proudly debuts its Fall/Winter 2022 advertising campaign. Shot by Rafael Pavarotti, the campaign imagery combines the label’s Fall/Winter Women’s and Men’s ready-to-wear collections, designed by Virgil Abloh, with the aesthetic vision of Ibrahim Kamara, Art & Image Director of Off- WhiteTM.
Just as the collections express a dialogue between past and future, cultural and subcultural to articulate and progress the present, the campaign images tether Off-WhiteTM’s heritage to its evolving brand vision. This vision is rooted in a new narrative where free thinking inspires a pioneering format for the future, where the age of imagination is the product of reality.
References to the Off-WhiteTM legacy appear implicitly, through progressive expression, and explicitly, with the campaign shoot occurring in Chefchaouen, Morocco’s blue city. Electric blue has long been an Off-WhiteTM signature as this particular shade of blue is an intrinsic house code of the brand; the color serves as a unifying concept for the label’s Fall/Winter 2022 campaign, as Ibrahim Kamara is very interested in the shades of blue textile that come from West Africa. The city of Chefchaouen was key as a deeply historical old town with a very surreal point of view and notoriety. Apparently it began to paint itself blue as an omen to bring water to the area; it’s about nourishment, growth, survival and development. The initiative and ambition of the local culture to paint the built environment blue is profound. Broad brush strokes of varying shades of blue, ultramarine and indigo refrigerate this exceptionally hot city.
The relationship between Abloh and Kamara was rooted in a deep bond based on mutual respect and shared values. Kamara’s current collaboration reflects Off-WhiteTM’s ongoing dedication to nourish a collective of creative minds that represent the best in their category and have a strong and personal connection with Abloh.
“Making a successful luxury brand in nine years is genius,” confirms Karmara. “It’s a feat that I admire and hope to continue building upon with a rich legacy. [Virgil] revolutionized streetwear and luxury that crosses generations and decades. He showed the world that the underrepresented, the underdogs and Black people, in particular, have brilliant minds and can push and compete equally in the establishment. He inspired hope and brought about change. Virgil Abloh was one of the freest-thinking black men of our time.”
Accordingly, the models featured in the Fall/Winter 2022 campaign are fresh industry faces dressed in the season’s defining Men’s and Women’s designs, which are accessorized by the label’s current eyewear collection and Off-WhiteTM Paperwork: its first beauty collection, which launched Spring 2022. The imagery, as a result, is an escapist fantasy but for a real audience.
Specifically, the Women’s collection introduces a fresh aesthetic language with recurrent “party girl” vibe that sees sinuous dresses abbreviated to a radical micro length and the waistlines of jeans and pants notably dropped. Knitwear separates are fluid and glamorous, transposing transparent layers and sensual boucle wools with compact yarns and fuzzy, textured cutout jacquards. The appearance of Swarovski crystals advocates overt shine and luxe. Remixing skate and snowboard codes, it introduces oversized, yet distinctly feminine jackets, pants, overalls, and jumpsuits in technical three-layer performance textiles.
The Men’s collection also offers a “Skiwear” capsule, pairing a modern tie-dye print with technical details and three-layer performance textiles in outsized, skate-influenced shapes reimagined through a minimalist lens. These codes further inform the overarching menswear collection, which constitutes a creative continuation of the new minimalism of the label, now clarified and evolved across knitwear, tailoring, coats, and outwear into a unique sartorial vocabulary.
Relaxed, exaggerated fits also dominate the greater outerwear collection, while coats and tailoring revise traditional menswear structures and fabrications, such as houndstooth wool and compact flannel wool. Juxtaposed with technical suiting, they convey a considered balance of tactility and weight, convention and subversion reiterated by their purposeful code switch: a down jacket debuts in canvas; a mackintosh jacket appears in technical tartan wool; and hoodies, trousers, lounge pants, and shirts emerge in quality leathers. A dynamic reinterpretation of Off-White’s iconic arrows, renamed “Racing Arrows,” and playful pop detailing reinforce the collection’s tactfully insurgent nature.
Likewise, knitwear sees a meeting of skate and high-fashion cultures in magnified polos, football tees, and turtlenecks woven from luxurious yarns. Rich in subtle detailing and refined techniques, they remain true to Off-WhiteTM’s bold graphic heritage through original graffiti patterns articulated in jacquard.
The Fall/Winter 2022 collection is now available on off---white.com, at Off-WhiteTM stores, and via select international retail partners.