ITER MORA: A Journey Through the Passage of Time

In a world where the fashion industry speaks a universal language, ITER MORA stands out as a dynamic force, effortlessly blending cultural aesthetics with modern design. Elias Riadi, the brand's founder, weaves narratives that transcend borders through both fashion and film.
 

The Essence of ITER MORA

ITER MORA’s name captures the essence of blending the past and future seamlessly into the present. "ITER" symbolises a journey or path, while "MORA" signifies the passage or delay of time. It’s an exploration of where we’ve been, mixed with the anticipation of where we’re headed. Rooted in the evocative sounds of ancient languages, the name reflects Riadi's profound interest in space-time and cultural reinterpretation. His mission? To offer a fresh, non-Western perspective on the region's ancient astronomical history.

Innovative Designs and Cultural Celebration

Riadi’s designs are more than just innovative apparel; they embody a celebration of diversity and a commitment to pushing boundaries within the industry. ITER MORA’s distinct fusion of global influences set it apart from the mainstream, establishing it as a pioneer in contemporary style and cultural harmony. Beyond celebrating the rich tapestry of global fashion, ITER MORA redefines it, envisioning a future where inclusivity and vision unite seamlessly.

'Orion Au Sahara': A Celestial Collection

The brand’s debut collection, 'Orion Au Sahara', draws inspiration from a myriad of sources—from the resilience and artistry of nomadic Tuareg warriors to the startling beauty of the desert landscapes and the clean lines of modern art. This collection unfolds as a tale of 'celestial wonder,' where futuristic designs merge with the Saharan spirit and the timeless allure of retro- futurism.

Riadi's campaign, set in the heart of the Sahara, was reportedly a year-long endeavour, showcasing his unwavering determination and passion for crafting and weaving a compelling narrative, especially for In a recent interview, Elias Riadi shared his vision for ITER MORA, emphasising the importance of representing diverse cultural backgrounds and pushing boundaries within the industry.

The campaign captures this essence through stunning editorial shots against the awe-inspiring backdrop of Morocco's Sahara, seamlessly blending historical richness with contemporary style.