Off-White’s new campaign maintains Virgil’s futuristic vision

We’re excited for this one.

words by: Sahar Khraibani
Oct 10, 2022

In 2021, the world of fashion and art mourned the death of Virgil Abloh. However, some time after, a new successor, Ibrahim Kamara, took reigns to continue the path that Virgil started. Now, it seems that Off-White’s new Fall/Winter 2022 campaign is persevering on and maintaining the futuristic vision that Virgil was known for.


Shot in Morocco’s blue city, IB Kamara collaborated with photographer Rafael Pavarotti to create a conceptual joining of the past and the future. The campaign photographs engage with dialogue and tensions between cultures and subcultures, as well as casual skatewear and high fashion. It is no easy feat to continue creating the legacy of Off-White, a label that in 9 short years managed to make its way to the top of fashion history.


Under the artistic direction of Kamara, models congregate and climb on top of ultramarine-painted taxi cabs with yellow overhead signs in the blue-hued city streets of Chefchaouen, also known as Morocco’s “blue city.” The collection, designed by Virgil, combines both menswear and womenswear. The models seem to be blending into the environment with the hooded puffer jackets in an electric blue colorway. The clothes and photographs naturally feature the iconic Off-White logo with four arrows forming an invisible square.



As with most of Off-White’s previous campaigns, the visual aesthetics always focus on this idea of contrast, and a very sharp one at that, being both inspired by skateboarding and streetwear culture, as well as high brow luxury parties and nightlife culture. It is no doubt that Virgil revolutionized streetwear and integrated it into the world of high and luxury fashion, so the new campaign honors this futuristic vision.


Though the images themselves are visually striking, especially with the clothes being some of the only elements that stand out, I still felt like the art direction could’ve utilized something more than a flat colored background in most of the shots. It does feel fitting though that the campaign would be shot in the city of Chefchaouen, as the legend states that the walls were painted blue as an omen to welcome in water, prosperity, and fertility. Therefore, it probably was the perfect place to continue the legacy of Off-White, a year after Virgil’s passing.


In other related news, Virgil Abloh: “Figures of Speech” is still on view at the Brooklyn Museum.


Photo via Rafael Pavarotti