“Amazigh stories are of utmost importance to me. They have been suppressed for thousands of years and yet so much influence in the world has come from our culture,” says Elias Riadi of what drives the vision for his fledgling brand Iter Mora. This multi-hyphenate was born in the UK to a Greek Cypriot mother and Moroccan father and studied film and TV before working as a model and co-presenting the hugely popular YouTube’s fashion show PAQ – all before launching Iter Mora late last year. “I knew it had to be exceptional because I’d become so uninspired by what was coming out of the fashion space. I needed to create a new perspective that would re-ignite that passion, and that took a lot of time and energy,” he reflects. “The true spark came during lockdown, which was the first time I had a chance to truly sit with myself. After delving much deeper into my Amazigh heritage, I understood that my purpose was to bring our culture, which over centuries has been blanketed by cultural and colonial shifts in North Africa, to the surface.”

That sense of purpose is what drives Iter Mora’s debut collection, Orion au Sahara 2970, and its accompanying campaign shoot and film. The offering deftly blends sci-fi sensibilities with traditional Moroccan aesthetics to create something that feels fresh, futuristic and incredibly North African. “The collection speaks on the connection of the sands to the stars. I looked at the strength of the nomad, who are truly journeyers, but I wanted to take this notion beyond – through space and time.” His pride in his roots is woven into every garment. Desert veils made from technical laser-cut fabrics nod to Tuareg culture, while the traditional Maghrebian djelleba meets retro spacey references in the brand’s Saharan suit.

Bringing the storytelling full circle, Riadi shot the visuals at Hannsjörg Voth’s brutalist Stadt des Orion in the south of Morocco. “A work of pure past and future design, this observatory is aligned to the constellation Orion. Talking to the universe through the sands, it allowed me to bring the world to life,” he explains. “The sun and moon radiate through the imagery too, whilst casting shadows to further enhance the muses who strike a powerful otherworldly presence. My Grandma’s family originate from the northwestern edge of the Sahara so I feel particularly connected to the desert - the vastness lets the mind wonder.”

He has continued to develop this narrative arch in his upcoming short film, The City of Orion. “I love sci-fi, but often the west has used our culture and landscapes to tell their own stories in the genre,” he says. “Working with a majority Moroccan crew and set in the Sahara, a folklore tale unfolds of an ancient Stargate guarded by the Guedra. The Amazigh tribe, seeking an ancestral ascension to the stars above, embark on a journey of no return.” The costumes are naturally provided by Iter Mora and Riadi is entering the film in this year’s international film festivals. “I love how certain designers approach costume design, such as such as Jean-Paul Gaultier for The Fifth Element, so that’s something I’m inspired to do with my own films. For what is design without the purpose of creating and communicating beyond yourself?”