EYTYS shoots campaign in an infamous Mallorcan beach resort

Shot by one of the most exciting photographer/stylist duos Kristin-Lee Moolman and Ib Kamara

One of the most exciting photographer/stylist duos around, Kristin-Lee Moolman and Ib Kamara, are known for challenging normative views on race, sexuality, gender and empowerment. Recently, they collaborated on EYTYS latest campaign and lookbook, entitled Magaluf!. The campaign’s narrative surrounds a group of London club kids vacationing at a resort in Mallorca infamous for its excessive partying and youthful clientele. The concept was loosely inspired by the ‘Tough-Guy Trips’; a controversial phenomenon in the nineties where the Swedish government experimented with rehabilitation techniques by sending young criminals to popular tourist resorts. Magaluf! offers viewers a glimpse at two cultures clashing spectacularly amidst surf and sun all while highlighting EYTYS’s new collection and striving to push social norms; it’s no wonder at all Kristin-Lee Moolman and Ib Kamara are making a splash.

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