Fashion
Concrete Desert
A fashion photo series for ZIYEL shot across the South African desert, woodlands and steppe — a story that could only have been told there.
Client
ZIYEL
Year
2023
Some stories need the right land to tell them. For the first chapter of ZIYEL's ongoing visual series, we travelled to South Africa — into the desert, the woodlands, the steppe. Vast, open, alive. Zebras and giraffes in the background. The kind of landscape that doesn't let you fake anything. ZIYEL's founder stepped in front of the camera himself, joined by a local Johannesburg model — a true diamond in the rough. The brief was quietly ambitious: shoot South Africa, but make it feel like Morocco. The season made Morocco impractical — South Africa was the smarter call. The landscape did the rest.
The brief was quietly ambitious: shoot South Africa, but make it feel like Morocco. The season made Morocco impractical — South Africa was the smarter call. The landscape did the rest.
The result is a photo collection that feels authentic, strong, and deeply cultural. Not a fashion shoot that happened to be in Africa. A story that could only have been told there.