Lebanese entrepreneur-turned-designer Eli Mizrahi presented his first Mônot collection at Paris Fashion Week in March. His clothes are sensually stark, inspired for fall by minimalist monuments like Coetzee Steyn’s Bosjes Chapel in the Western Cape province of South Africa.

“I’ve always been interested in architecture,” says Mizrahi. “Clean lines, simple shapes, and curves, those [motifs] repeat throughout my designs.” Interested in fashion since he was a child growing up in Beirut, he shopped after-hours with his father, cataloging each detail of the city’s luxury stores. “I would watch and observe every single thing, from the tailoring and shapes of each garment,” Mizrahi told Vogue. “I knew that I loved dressing up, but I didn’t know then that I wanted to be a designer.”

Now Eli Mizrahi launches his Fall 2020 Mônot ad campaign — produced by a jaw-dropping roster of fashion industry A-listers. Models include Alek Wek, Amber Valletta, Candice Swanepoel, Jourdan Dunn, Kate Moss, Mariacarla Boscono and Xiao Wen Ju.

Carine Roitfeld styles the campaign with images by Luigi & Iango. / Murenu is on hair as always; makeup by Georgi Sandev

The campaign was photographed at Al Ula in Saudi Arabia. “I didn’t have a million bucks for this campaign,” Mizrahi assured Vogue Arabia. “But you never know until you try. I had my little army of supporters; Carine Roitfeld was on board, and I convinced the talent that they would look back on this moment—24 hours in Al Ula—as something special. Kate Moss not only came, but she was the first one on set at 5am and the last to leave.”

Luigi and Iango present images of women on a journey, traveling through a jet-set glamorous lifestyle, wearing graphically-cut clothing that complement the Saudi architecture. Shot near Maraya, the largest mirrored building in the world, Mizrahi’s collection is additionally inspired by contemporary artist Lucio Fontana and architect Eero Saarinen and offers a new futuristic paradox against the centuries-old rock formations.