Born and bred in Oulad Teima, a small city tucked away in the remote Taroudant Province of Morocco, local photographer @its.medd set forth on a mission to capture the raw urban beauty of his hometown when he bought his first camera at 14. His visually striking portraits are immaculately planned, skillfully juxtaposing traditional cultural motifs and local urban settings with haute couture and modern streetwear culture.
His work is driven by a desire to showcase this cultural phenomenon, “I always seek out a spot that means something to the Moroccan people, like local streets and traditional places. I explore what society considers the bad side of Morocco, because this is the real, raw one, dirty, poor men, full of poverty. I mix foreign ideals with local themes as a celebration of the place.” Its.medd’s signature fusion is a reflection of the mingling of cultural and global philosophies that are driving the region’s evolving identity.