ITER MORA is Fashion's Latest Cinematic Story
From Morocco to the world.
Inspired by the concept of time, retro futurism as well as the vibrancy of Morocco, ITER MORA is a label building a bridge between film and fashion.
Founder Elias Riadi takes inspiration from his long-term fascination of retro sci-fi as well as his Amazigh roots. After a visit to Morocco in 2020, he decided to take creative control to bring ITER MORA to life by spotlighting the region alongside its history of astronomy. Through fashion and film, his self-funded label looks to showcase stories that are yet to be told.
Shot in The Stadt des Orion in Southern Morocco, the debut collection “Orion Au Sahara 2970” features technical desert suits and veiled headpieces designed using 3D rendering software and laser cut fabrics. The collection also includes knitted hoods and dimensional knitwear alongside the brands staple orbit pockets on tailored flared trousers and crewnecks.
Inspired by nomadic Tuareg warriors and retro futurism, the pieces showcase a blend of heritage and avant-garde as they were created with celestial wonders in mind – bringing together the Saharan spirit and retro-futurism and unfolding the innovation between tech-wear and tradition.
Each hue is curated to not only represent the natural elements of Morocco, but to also convey the stories woven into the fabric of the garments. From saffron red to indigo blue, the colors are the essence of Morocco – reflecting its lively spirit and encapsulating a culture steeped in vibrancy and depth.
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