Categories: Men's Style Trends

Adish Spring/Summer 2020 Campaign

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ADISH unveiled its Spring/Summer 2020 campaign, shot by Michal Chelbin and styled by Patrick Welde.

The inspiration for the ADISH SS20 collection stems from the Nuweiba Music Festival that took place in the Sinai Peninsula in 1978, when the area was still under the Israeli occupation that began in 1967 as a result of the Six-Day War.

The spirit of the Nuweiba Music Festival symbolizes a very different approach to territory withdrawal and disengagement than that which prevails today; it reminds us not only that these actions are possible, but that they can also take place within a positive, utopian and joyful mindset, and not only through militant aggression and violence.

The SS20 collection draws inspiration from the vibe, the mood and the psychedelics of the era, the music festival’s graphic language, and the unique desert aesthetic of Sinai; the texture and tones of the sandy mountains, the style of the local Bedouins, their traditional patterns and symbols and the sun’s discoloration of the rugs and textiles. The name of the collection is based on an article by the famous Israeli author Johnathan Geffen which was Published in the Israeli newspaper “Maariv” in June 1978.

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