Dan Beleiu photographs Uterqüe SS 2021 Campaign. Models left to right: Aweng Chuol, Yian Hua, Ylang, Mirian Sanchez, Fien Kloos

On the topic of fashion-passion joy, Berlin-based photographer Dan Beleiu [IG] delivers a big dose with these images of the Uterqüe SS2021 campaign, with art direction by Cristina Ramos. Alba Melendo styles a universal humanity model lineup featuring Aweng Chuol, Fien Kloos, Miriam Sanchez, Yilan Hua and Ylang.

Dan Beleiu photographs Uterqüe SS 2021 Campaign. Models: Aweng Chuol front left), Ylang (front center), Yian Hua (front right) , Mirian Sanchez (back left), Fien Kloos (back right)

Uterqüe has been making style splashes since 2008. as a child of Inditex, which owns Zara. You can call Uterqüe an ’insider’ brand, meaning it’s known to fashion types at magazines but not so much the general public. For AOC, Uterqüe has a more global, boho attitude than Zara, with trend-led pieces that look like they belong in an East Village or Brooklyn art gallery.

Considering the changes in the global, one-world attitude of younger people and AOC by definition, it’s time for Uterqüe to shine. The brand definitely has an Anthropologie vibe, but — at least in these images — a more global voice. This link is to Uterqüe’s USA website.

From a sustainability standpoint, Uterqüe currently positions itself with Zara. Parent company Inditex has committed to 100% sustainable clothing by 2025. It’s worth noting that the highly-influential — and my favorite organization — Global Citizen is tracking this Inditex pledge.

On the face of it, ACO loves Uterqüe. We are not on board with the consume nothing message from many activists — or only buy reclaimed and recycled, a great principle for consumers. Buy nothing new will plunge the global economy into total chaos and suffering, and so — like Global Citizen — AOC will nip at the heels of Inditex, always reporting on the company’s progress in reaching its sustainable goals.

Meanwhile, I love Dan Beleiu’s photography and personal spirit (and he knows it). And I love the vibe of Uterqüe’s ‘global citizens’ Spring 2021 ad campaign. ~ Anne