Maazi is the personal project of Marián Fernández Orive, who has spent 25 years as a director in the Inditex Group, first as sales director, subsequently directing their expansion in Greece and finally leading the creation and launch of the Uterqüe brand.
On their first anniversary, the brand hired us to make the leap to online commerce, giving us the opportunity to redesign all the branding whilst also undertaking a change in the creative direction of the photographic vision for the new collection A/W'18.
The brand's motto is "Luxury beyond fashion", a true statement of intent that defines its spirit: affordable luxury based on timeless and simple garments but with top quality materials designed with everyday life in mind.
Inspired by this philosophy and in order to highlight the Galician spirit of the brand, we decided to shoot in the Ribeira fish market, one of the most important in Spain located in the northern part of the Arousa estuary.
We decided to shoot the new campaign with Salva López, whose work have been featured in such prestigious publications as Monocle, The Wall Street Journal or Bloomberg. Also, he has worked with significant clients such as Arper, Loewe, Vitra, among others.
• Related projects:
Maazi branding →Honne S/S'18 →The wheel →
Concept / Creative direction: QueridaPhotohrapher: Salva LópezStylist: Stephania YepesRetoucher: Ricard LópezMake up and hair artist: Patricia Field