Naked Generation in Marrakech: Following the Footsteps of the Original Wanderers

There are places in the world that call to wanderers, collectors, and the endlessly curious—Marrakech is one of them. A meeting point of cultures, colours, and craftsmanship, it has drawn free spirits for decades, from the original travellers of the Hippie Trail to modern-day seekers of beauty and inspiration. For Naked Generation, it was the perfect place to bring our latest collection to life, a collection deeply rooted in the spirit of adventure and artisanal craft.

A City for Wanderers & Collectors

Marrakech has long been a stop for those who move to the rhythm of their own journey. In the 1960s and ’70s, bohemians, artists, and dreamers followed the Hippie Trail, weaving their way through North Africa, India, and beyond in search of meaning, beauty, and an alternative way of life. These travellers weren’t just passing through—they were absorbing, learning, and collecting pieces of the world as they went. That same spirit lives on in Naked Generation—a brand for those who see clothing as more than fabric, but as a part of their personal story.

Wandering through the Medina, we felt the pulse of history beneath our feet. The souks overflow with treasures—handwoven textiles, antique Berber jewellery, baskets dyed in the most unexpected hues. It’s a city where everything feels like it has a story, a place that mirrors the ethos of our own brand.

Mirroring the Craftsmanship of Morocco

Our love for artisan craft runs deep, and Marrakech only reaffirmed our passion. The intricate tiles, hand-stitched leatherwork, and the rhythmic pounding of the metalworkers in the souks all echoed the dedication we’ve long admired in traditional textile making.

This connection runs even deeper when it comes to our fabrics. Many of our pieces are crafted from Indian block-printed textiles, a centuries-old technique that feels right at home in a city like Marrakech, where patterns tell stories, and fabric is a work of art. The small imperfections in a hand-printed design, the way the dye sets uniquely on each piece—these details are what make our clothing special, much like the handmade treasures we found in the heart of Morocco.

The Shoot: A Journey Through Textures & Light

With our bags filled with flowing silhouettes, earthy tones, and block-printed fabrics, we set out to shoot in locations that felt like an extension of our pieces. A hidden riad, where soft light filtered through ornate wooden screens. The vast Agafay Desert, where the wind carried whispers of past travellers. The winding alleys of the Medina, where every turn revealed a new shade of terracotta or a carved doorway leading to a hidden world.

The collection came alive in these spaces. The way the sun caught the natural creases in linen. How the fabrics moved effortlessly against mosaic backdrops. How the tones of our garments blended seamlessly with the raw beauty of the surroundings.

The Team: Women Who Inspire

One of the most special parts of this trip was working with an incredible team of women—women who inspire me, who bring their own unique energy, and who made this experience unforgettable.

• Becky from Rebecca Hook Lifestyle Photography – The creative force behind the lens, Becky has an incredible way of capturing raw, effortless beauty. Her vision, patience, and artistry brought this collection to life in ways I couldn’t have imagined.

• Martha, our model – A true free spirit. Martha embodies the essence of Naked Generation—wild, effortless, and untamed. Watching her move through the streets of Marrakech, blending into the scene as if she had always belonged, was pure magic.

• Hannah, my sister – This was the dream. Hannah has always wanted to work on a shoot, and having her by my side was one lives core memories made. Creating something together, in a place as inspiring as Marrakech, felt like a full-circle moment. The memories we made—laughing through the long days, getting lost in the Medina, soaking in every golden sunset—will stay with me forever!

Things & Places We Loved in Marrakech

Beyond the shoot, our days were filled with moments of discovery—slow mornings, spontaneous detours, and the kind of experiences that stay with you long after you’ve left. Here are some of the places that left a lasting impression on us:

• Café des Épices – The perfect spot to sit back and watch the world go by. Nestled in the heart of the Medina, this rooftop café became our go-to for a break from the bustle. We sipped on the most refreshing mint iced tea, taking in the hum of the souks below.

• The Museum of Photography – A hidden gem showcasing stunning prints that capture the spirit of Morocco through the decades. The black-and-white portraits of old Marrakech, the desert nomads, and everyday life in the Medina were incredibly moving—visual storytelling at its finest.

• El Fenn – Our favourite spot for an unforgettable dinner. A mix of rich colours, candlelit corners, and a rooftop view that stretches across the city, El Fenn is a sensory experience in itself. The food? Absolutely perfect. The kind of place that makes you want to linger just a little longer.

A Trip That Changed Us

Beyond the collection, Marrakech gave us something deeper—an endless well of inspiration. From the unapologetic boldness of colour to the patience of artisans who have spent lifetimes perfecting their craft, the city reminded us why we create the way we do.

This isn’t just a collection. It’s a love letter to the spirit of the wanderer, the collector, the dreamer. It’s for those who move through the world with open eyes, taking pieces of beauty with them wherever they go.

We can’t wait to share this journey with you. Stay tuned for the launch, and follow along on Instagram @nakedgeneration for more behind-the-scenes glimpses into our adventure.

Marrakech, you’ve left your mark on us. Until next time.

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