NIF

In a reflection shared with the Moroccan national team players, coach Walid Regragui speaks about origins and those who came before, suggesting that pride is not born solely from the present, but from a memory carried through generations.

Born during the weeks of the Africa Cup of Nations 2025, the project adopts a symbolic language that blends tradition and contemporaneity. Through a shoot built from real-life settings, spaces connected to everyday life and family heritage are carried forward: places where identity was formed before the now, reactivated and brought into the present through a contemporary gaze.

The national team jersey does not function as a sports symbol, but as a visual extension of this transmitted pride, now embodied by a new generation. Tradition and the present coexist within the same spaces, activating remembrance as something alive.

NIF proposes a dialogue between archive and representation, between reality and visual construction, reminding that during those weeks more than football was lived — a collective memory was activated.

The project reclaims real interiors and staged settings that reflect the visual language of popular Moroccan photo studios from the 1990s and 2000s, bringing this aesthetic into the present