The streets of Marrakech set the stage for RW&CO’s Spring-Summer 2025 collection.

Fez – The Canadian fashion label RW&CO has picked Marrakech as the backdrop for its Spring-Summer 2025 campaign, and the result is as stylish as it is strategic.

Known for its modern, clean-cut designs, RW&CO, founded in Montreal in 1999 and now boasting nearly 90 stores across Canada, landed in the Red City with one goal: to bring its latest collection to life in an environment that naturally complements it. And Marrakech delivered.

The shoot took place inside the Medina’s maze-like alleys, where sunlight hits the terracotta walls just right and every turn reveals a new layer of texture, color, and character. 

The city’s architecture, timeless and bold, framed each look like a ready-made set. But this wasn’t just about aesthetics. 

It was about energy, storytelling, and putting the clothes in a setting that quietly says: effortless elegance.

RW&CO’s new collection plays with tones that echo the city itself, warm ochres, soft sands, and earthy neutrals that melt into the Marrakech landscape like they were made for it. 

From lightweight suits to airy dresses, each piece carries a relaxed sophistication. It’s a wardrobe built for long days in the sun, nights under the stars, and everything in between.

And while the campaign is meant for a Canadian audience, the styling and location speak a universal language: refined, simple, and just the right amount of bold. Marrakech was a real match.

This isn’t the first time an international brand has found inspiration in Morocco. In recent months, we’ve seen fashion and beauty giants like YSL Beauty, Monos, and even David Beckham’s eyewear line tap into the country’s visual power. 

But RW&CO’s take feels personal. It’s not overly polished or exoticized, it feels grounded and real, even as it glows.

There’s something in the way these garments move through the city that suggests RW&CO isn’t just showing off a collection. 

It’s starting a conversation about place, presence, and style that feels equally relevant in Marrakech or Montreal.

The campaign also rides a growing wave of brands that are looking beyond traditional studio sets and sterile white backgrounds. 

Fashion today is about context. It’s about how clothes live in the world. And in this case, the world just happens to be a city that knows a thing or two about timeless beauty.

For RW&CO, Marrakech was a co-creator. And for the viewer, the result is a campaign that feels fresh, calm, and confidently global.