Lost in the Dunes: Dressing Matreya for "TRUTH"
Somewhere between music, fashion and a journey through the unknown. We take a look at Matreya's latest music video, featuring Lee Harris, and how RAGS became part of the story.
Photography by Callum Shaw
Fashion, music and film have always influenced one another. From the clothes that define an artist's identity to the costumes that make fictional worlds believable, what we wear can be just as important to a story as the sound and imagery surrounding it.
We've always loved seeing our designs become part of other creative projects. Whether it's musicians, performers, dancers or visual artists, there's something special about seeing clothing contribute to a bigger idea.
And sometimes, a project comes along where the creative vision feels particularly close to your own.
Our latest collaboration with musician Matreya for his new single, TRUTH, featuring Lee Harris and produced alongside Davor Bozic, is one of those projects.
Set among vast sand dunes and open shorelines, the music video explores a world of nomadic silhouettes, cinematic landscapes and a journey through the unknown. A visual language that feels very much at home with RAGS.
And the final result is something we're genuinely excited to share.
A Journey Through the Unknown
Directed by Kai Ohio, the music video follows Matreya as he makes his way through a vast, almost deserted landscape.
He's wandering through the dunes, exhausted, thirsty and seemingly lost. Somewhere in the distance, he spots a mysterious woman. He follows her, pushing through the sand, until eventually his journey leads him to water.
It's a fairly simple story on the surface, but there's something about it that makes you want to keep watching.
Is she real? Is she a representation of hope, intuition, or something he's searching for within himself?
We quite like that it's open to interpretation.
The song itself follows a similar theme. Matreya wrote his vocals almost as a series of questions, with Lee Harris responding as a voice of perspective. It's a conversation between uncertainty and hope, between feeling lost and finding a way forward.
There's a line in the song that sums it up:
"Can you see the future we are building here and now?"
And when you put the music and visuals together, it all starts to make sense.
There's something almost otherworldly about the setting. Very little around, just sand, scattered trees, the wind and these two figures moving through it all.
It feels cinematic without trying too hard.
Photography by Callum Shaw
Dressing the Wanderer
For the video, we provided Matreya with a selection of RAGS pieces, and looking at the final images, we couldn't have asked for a better setting.
Nature, history and imagined worlds have always found their way into our designs, alongside influences from alternative fashion and streetwear. So seeing the garments styled against this landscape felt like a natural extension of those ideas.
The washed-out colours, the loose layers, the way the fabric hangs as he walks. There's something about these clothes against the sand that just works. They almost feel like they belong there, as though they've been travelling through that landscape for years.
Photography by Callum Shaw
The whole look has this nomadic feel to it. A little dystopian, a little ancient, almost like a character from a world where time doesn't really exist.
Which, if you know RAGS, is very much our kind of thing.
What we particularly love is how the fabrics behave in that environment. The cloaks hang freely, the layers fall differently with each movement, and the textures work with the landscape rather than competing with it.
It's a good example of how much the styling and environment can contribute to the way a garment is perceived, without changing the design itself.
Photography by Callum Shaw
When Fashion Becomes Part of the Story
It's easy to forget how much fashion contributes to storytelling. Think about some of your favourite films or music videos. The clothes often tell you something about a character before they've even said a word. Their personality, where they might come from, the world they belong to.
And that's one of the things we find so interesting about the relationship between fashion, music and film.
A garment might begin as a design in a studio, but once it becomes part of a performance or a film, it takes on another role. It's no longer just about the silhouette or the construction. It's about how that piece contributes to the character and the story being told.
In TRUTH, the clothing isn't there simply to make a fashion statement. The layered silhouettes and draped fabrics help establish Matreya's character as a wanderer, someone who looks as though he belongs to this strange, almost timeless landscape.
What makes this collaboration particularly interesting to us is how closely that vision connects with our own design influences.
Photography by Callum Shaw
That's what we love about working with other artists. Everyone brings something different to the project. The music creates the atmosphere, the filmmaking builds the world, and the clothing helps bring the characters into it.
When those elements work together, the result feels much more considered than any one of them could achieve alone.
A big thank you to Matreya, Kai Ohio and the rest of the team for bringing RAGS into this project. It's been a pleasure seeing our designs become part of TRUTH.
If you haven't seen the video yet, we'd definitely recommend giving it a watch.
WATCH TRUTH – MATREYA × LEE HARRIS
TRUTH is written by Matreya and Lee Harris, produced by Matreya and Davor Bozic, and mixed by Davor Bozic. Official music video directed by Kai Ohio. Clothing supplied by Rags by Jak.
Singer/Songwritter Matreya - www.matreya.world
Photography by Callum Shaw - www.callumshaw.com
