Otman Qrita: The new cavalier

From documenting everyday life in northern France to exploring Morocco’s equestrian subculture in Reebok LTD’s New Cavaliers branded short, Otman Qrita’s work captures a polished authenticity. 

Here, the Adriana Legay-nominated Iconoclast director speaks to Jamie Madge about fashion as storytelling, cultural identity and finding beauty in simplicity.

How did you first get into photography and filmmaking, and when did you begin to feel confident in your own directorial voice?

I’m from the generation that mostly grew up with the internet. With blogging and smartphones around when I was a teenager, I’ve always loved having souvenirs. Everybody in my entourage knows that I’ve probably got some images from any era I was around.

I hate things being put in boxes. Everything is complex. 

At home, we had a big box full of pictures that my father took, and whenever he brought them out, we would be so excited to see images of us. So, I wanted to do the same.

What was it about the ordinary that first made you want to capture it?

I’m from a very small town in the north of France, Achicourt, and everything was a subject. I was very creative at a young age, meaning I was creating a world in my head. But the first time that I really documented this was the trip from France to Morocco with my father. 

I still have those images.

You spent seven years in the image department at Belgian fashion house Dries Van Noten. What did that period teach you about building a visual world?

Honestly, everything! 

I learned about discovering artists, having your own taste, supporting artists and understanding that the most important ideas cost nothing.

Your work often moves between fashion, film, street culture and personal documentary. Do you see those as separate disciplines, or part of the same language?

The same language. I hate things being put in boxes. Everything is complex. 

I’ve always tried to have a clear vision about what I like. I think I love a variety of disciplines, but have the same aesthetic approach to them.

Above: Footage from Reebok LTD’s New Cavaliers, in which Otman Qrita turns his long-standing connection to Morocco’s horse-riding culture into an intimate portrait of its young riders.

How much do clothing, styling and texture shape the emotional meaning of an image for you?

I went to a fashion school for two years and my favourite class was fashion history. I learnt so many things about clothes, which is crazy. I believe this is why we keep doing fashion shows in real life and not only online. 

A beautiful garment, well styled, can tell a story without a word, and that is amazing.

New Cavaliers is rooted in Morocco’s horse-riding culture, but it also feels very personal. What made that world feel like the right subject for a film?

I didn’t know at first, but Martin Granger, Vice President at the culture and fashion platform Highsnobiety, believed in it and gave me total freedom. It’s always been a part of me. I have been watching those guys from a very young age. The boys are the true heroes of the film.

In Morocco, life is outdoors, and you have to connect with the people.

The truth behind their story is more complex than just beautiful shots. They don’t have a choice but to live like this, and they try to enjoy it. Even though they don’t have much, they are always happy and willing to do anything. However, they can see time flying by, and they are questioning their lives. I have written something that would help to understand New Cavaliers, but I can’t share it because it’s too deep. 

Let’s see, maybe one day.

You’ve described Morocco as somewhere you feel deeply connected to. How does that connection shape the way you frame people, places and movement?

In Morocco, life is outdoors, and you have to connect with the people. Even if you don’t want to, people will interact with you anyway. I always observe a lot; I like to see how people react, move, respond and interact with each other.

What work, artists or directors do you look to for inspiration?

I think I can bring my aesthetic and vision to any subject. You should find beauty and inspiration in everything. Just because you’re doing a sports brand ad, it doesn’t mean you can’t bring emotional storytelling to it.

I didn’t go to film school and thank God, because I would be scared to approach every subject the same way. I’m an emotional person with a 15-year-old mind and 80-year-old feelings.