#sahara desert

After our hectic week in New York for NYFW and our official collection presentation there, we headed straight away to our secret photoshoot location to immortalize our new campaign, Whimsy Canyon.

Some of you guessed where the shooting took place, bravo! But the majority thought it was shot in the USA, in the canyon area, and others thought about African bushlands. Well, it was actually shot in….

L’Assekrem, Tamanrasset, Sahara Desert!

What a wonderful experience it was. Magnificent landscapes of stones and mountains, rock desert and infinite pebble views, oneness and nothingness all alike.

Of course, there was no network there, so bad for Snapchatting and Instagramming behind the scenes and sneak-peeks, so good for your soul, for finding your lost self, for just BEING. We’re not gonna lie, we were all very excited when we heard our phones buzzing and ringing when the network came back after our 4 days of spiritual fashion retreat. 

But how nice it is to be 100% focused on the people who are ACTUALLY here with you, 

to enjoy fully the fresh air of the 2800 meter high mountains,

to climb them several times a day to take he most beautiful pictures you can, 

to wake up at 5am to watch the sunrise, 

to clim again the mountains at 6pm to watch the sunset, 

to visit the Father Foucault’s ermitage, 

to eat real vegetables and fruits and try some camel meat, to drink tea and listen to Touareg music, to drink in a source of naturally sparkly water, 

to work (cause yeah, actually all this had one purpose, get work done!), 

to figure out the elephant and meercat shapes in the stones,

to sing “Nants ingonyama bagithi Baba Sithi uhm ingonyama” (it means “Here comes a lion, Father, Oh yes, it’s a lion” and it’s the Lion King’s opening song for those who wondered)

to meet the nicest people ever, and to be with our wonderful team… Thank you Rodolphe Bricard for the perfect ethereal desert pictures, we love them! Thank yo Laura from Antithesis for the beautiful handcrafted jewelry! Thank you Lilia Bekkar for you fierceness, it wasn’t easy being under the cold wind and hot sun, the sand blowing in your face.

We all came back to the city with a sand-burnt face and freckles :)

If you’re adventurous and want to see one of the world’s most wonderful place, visit L’Assekrem. The agency Assikel took care of us, we highly recommend them. Will you go?

Sahara Desert️,Egypt