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 upcoming collections.
In order to highlight the Galician spirit of the brand we got inspired by meigas, the famous witches of Galicia (the word meiga derives from the Latin magicus). In the Galician tradition, meigas are good witches and they have nice, positive and patriotic connotations.
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 →Maazi A/W'18 →Honne S/S'18 →
Concept / Creative direction: QueridaPhotohrapher: Salva LópezStylist: Stephania YepesRetoucher: Ricard LópezMake up and hair artist: Patricia Field