Italian luxury meets New York streetwear in Morocco — and the runway is a desert outside Marrakech.
Giorgio Armani and American fashion brand Kith unveiledDreams of the Dune, their third menswear collaboration, during a runway show in Morocco's Agafay Desert on October 9.
Set against the rocky landscape outside Marrakech, the presentation brought together Italian tailoring, contemporary American fashion and a collection inspired by the colours and atmosphere of the desert.
Italy's ambassador to Morocco,Pasquale Salzano, attendedthe event, which placed the Moroccan destination at the centre of an international fashion presentation.
For one evening, Agafay became a runway for two established names in global fashion.
Italian Elegance Meets New York Streetwear
The collaboration combines two distinct approaches to menswear.
Giorgio Armani is recognised for relaxed tailoring, refined materials and understated elegance.
Kith, founded by American designer and entrepreneurRonnie Fieg, has built its identity around contemporary streetwear, lifestyle products and collaborations with global brands.
Dreams of the Dunebrings those influences togetherthrough structured jackets, relaxed silhouettes, layered clothing and premium materials.
The collection features suede, leather and shearling, with a colour palette moving from black and deep blue towards grey, brown and sand.
The designs reflect a balance between formal tailoring and more relaxed everyday dressing.
Additional collaborations withASICS, Diemme and '47introduce footwear and accessories alongside the main menswear collection.
Why Agafay Became The Runway
The choice of Morocco was closely connected to the collection's visual identity.
The landscape of Agafay, with its rocky terrain, open horizons and earthy colours, provided the setting for a show inspired by desert tones.
Unlike the Sahara's extensive sand dunes, Agafay is a largely stone desert located outside Marrakech.
The presentation took place at sunset, with the changing natural light forming part of the visual setting.
For the two brands, the location brought the clothing into direct contact with the landscape referenced in the collection.
For Morocco, the event offered another example of the country's ability to host international fashion and luxury presentations beyond conventional urban venues.
The Third Chapter Of A Fashion Partnership
Dreams of the Dunefollows earlier Giorgio Armaniand Kith collaborations launched in 2024 and 2025.
The partnership connects Armani's Italian tailoring tradition with Kith's contemporary American design approach.
Its latest chapter continues that direction through a menswear collection shaped around relaxed silhouettes, layering and textured materials.
The collection is scheduled to go on sale onOctober16, through selected Giorgio Armani and Kith boutiques worldwide and the brands' online channels.
The Agafay presentation formed part of the collection's international launch.
Morocco On The International Fashion Stage
Marrakech has long attracted international designers, photographers, artists and luxury brands through its architecture, craftsmanship and surrounding landscapes.
Agafay offers a different setting within easy reach of the city.
Its distinctive terrain has increasingly become associated with hospitality experiences, outdoor events and luxury travel.
The Giorgio Armani–Kith show adds an international fashion presentation to that activity.
The event also illustrates how major brands are using destinations outside traditional fashion capitals to introduce collections and create distinctive visual experiences.
This time, the setting was Morocco.
The clothing brought together Italian luxury and New York streetwear, while the landscape gave the presentation its identity.
For one evening, Morocco's Agafay Desert became part of the international fashion calendar.