Rita Row presents its new SSS24 collection through a sunny photoshoot imagined with artist Alba Yruela.

The brand's SS24 collection, titled Clouds, is inspired by the changing palette of the sky and the earth, and serves as a paradigm for a renewed Rita: bold and daring. The garments have a freshly energetic and fearless allure, thanks to dreamlike hues, velvety textures, and bold silhouettes.

On the occasion of this shoot, the Spanish brand collaborated with the famous visual artist Alba Yruela, who shares the same roots and understands the subtleties of Alt Empordà, their common homeland. On a radiant March day, they together embarked on the journey from the RITA ROW studio in Figueres to the coastal towns of Alt Empordà, driven by the compelling desire to protect and preserve this region they love so much.

Alba's lens captured a unique narrative rooted in the essence of Rita Row, transforming her dedication to honest fashion into inspiring images depicting women intimately connected to their environment.

RITA ROW garments embody the brand's philosophy of blending ethics and aesthetics. Each piece is meticulously crafted and locally produced, thus continuing a commitment to responsible contemporary fashion.

Photography: Alba Yruela

Represented by: Canada Creative Production Company

Art Direction: Rita Row Creative Team

Photo Assistant: Lluis Tudela