Janu’s first campaign, launched just a few months ago, also shows how branding matters. Shot by Christopher Anderson and William Jess Laird, it perfectly embodies the brand’s connection to exploration and inspiration, tapping into the essence of the new luxury.

The city has changed since those days: the crowds have grown, the pace quickened. And yet, Marrakech still holds pockets of the same magic; alleys humming with life, souks spilling over with colour and spice, courtyards where time seems to slow.