Looking at Zimmermann’s Spring 2025 Campaign ‘Illumination’, starring South Sudanese to Australia model Abeny Nhial, you are forgiven for not understanding that the clothes are inspired by the cult ‘70s surf film ‘Morning of the Earth’. Romy Frydman styles this visual feast in images by Benny Horne./ Hair by Damien Boissinot; makeup by Jodie Boland

“The film is a celebration of free-spirited surfers whose passion brought them closer to nature. We leant into the aesthetics of the film more than surf itself – the irresistible way the film captures dappled light, the flowing movement of the sea and that feeling of harmony between surfer and nature,” Nicky Zimmermann, Creative Director, explained in her press notes.

The intention of ‘Illumination’ is to translate the film’s earthly wisdom into a modern celebration of humankind’s symbiotic relationship with nature. Sounds good — as marketing word salads go. This one is really pushing it.

Why not jump headfirst into 21st century reality to reconcile a gorgeous campaign, led by a gorgeous model with ancestral roots in the Arab world to comment on a campaign clearly shot in the desert — specifically Morocco.

Voila! Our car may be in last place in the Dakar Rally of posting fast for the internet, but we’re moving out now to narrate a distinct perspective on the Zimmermann Spring 2025 Campaign. In Anne’s dreams, it’s about desert surfing, whether Nicky Zimmermann knows it or not.

Welcome to Desert Surfing

Desert surfing might sound like a paradox, but imagine harnessing the raw, unyielding energy of the desert dunes to create a thrilling adventure akin to ocean surfing. This innovative concept is transforming the vast, arid landscapes into unexpected playgrounds for aficionados of extreme sports. The idea of surfing desert dunes brings forth images of boarders slicing through golden sands against stunning backdrops of endless horizons.

This blend of surf culture with the untamed beauty of the desert offers a unique way to explore the world’s most barren environments. Not jumping to post the Zimmermann campaign until we had more than fashion-world’s party-line word salad to offer, Anne searched for ‘desert surfing’ this morning.

This adventurous pursuit leverages the natural contours and steep gradients of sand dunes. Enthusiasts use specially designed boards to glide and carve down these sandy slopes, mirroring the maneuvers they would perform on ocean waves. The desert’s harsh, isolated nature adds an element of challenge and allure, making every ride a testament to the adventurer’s resilience and skill.

Beyond the thrill of desert surfing, the notion of introducing water sports to such arid environments might seem ambitious, but technology and human ingenuity are bridging these elemental extremes. Artificial wave pools and innovative equipment are making surfing and other aquatic experiences feasible, even in the heart of the desert. Together, these ventures underscore an adventurous spirit, embracing the improbable and redefining the boundaries of what is possible in even the most inhospitable terrains.

AOC is reading now about the Wadi Adventure Park in Al Ain, United Arab Emirates and Yas Waterworld in Abu Dhabi. Pack up your surfboards, because we’re headed there soon. ~ Anne