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Eytys has teamed up with Israeli photographer Dafy Hagai to create a campaign that is both aesthetically beautiful and rich in sentiment.
The campaign is titled Midbar, which is the Hebrew word desert or uninhabited wilderness, and appropriately features the company's minimalist sneakers shot in a desert in Israel. Each shot from the campaign features models picked off the street with their own family members. Hagai based the campaign off her own childhood memories of traveling through Israel with her family.
Hagai has worked with this style before. Last year, the photographer released the book Israeli Girls, which was a powerful portrait series featuring young women from Israel that challenged the perceived wisdom of what these girls should look like.
This is not the first time Eytys has unveiled a campaign or product tinged with politics. The Swedish brand previously brought attention to the troubles ailing Europe with a pair of sneakers.
Check out the campaign below and shop from Eytys' online store here.