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27-08-2024 Journal

Peace Mountain

The latest collection, EVERYTHING FLOWS · BE HERE STILL features styles bearing the Peace Mountain and Pax Cultura artworks, as well as styles made from upcycled vintage military surplus.

The campaign was shot on the Isle of Arran, known for its mountains and standing rock formations that date back to around 2000 BC and are widely viewed as a destination of spiritual significance.
Peace Mountain | Pax Cultura Peace Mountain | Pax Cultura
 

The location reflects Maharishi’s pacifist standpoint, with featured artworks of Peace Mountain and Pax Cultura affirming this through their own symbolic significance.

Maharishi’s Peace Mountain artwork shows a dove forming the shape of Mount Fuji, its peaks creating the silhouette of the letter ‘M’. Doves are an ancient and universal symbol of peace, radiating an aura of tranquillity and calm.

Depictions of doves encourage us to seek peace within ourselves, cultivating a heart that is free from turmoil and extending an olive branch of reconciliation to others.

The Pax Cultura design, also interspersed amongst doves, shows the symbol of the Roerich Pact, which originated in America as an agreement to exclude buildings of cultural significance, including libraries and museums, from wartime violence – working under the proviso that cultural heritage and preservation override power struggles.

The pact gained further significance after the Second World War, when it was used as a basis for the fourth UNESCO summit to avoid the repetition of the senseless destruction experienced during the global conflict. 

Shown against a backdrop of the Isle’s standing rocks, the imagery re-connects Maharishi’s designs to the natural world and intertwines the brand’s own values with the spiritual importance of the Isle of Arran.

Also referenced through the shoot is the American Alpine Club’s expedition to climb the summit of K2 in 1938.

Styles made from vintage U.S. Army surplus pay homage to the extensive collection of photographs from the original expedition, showing members wearing woollen sweaters, trousers and fur-lined parkas to protect them from the elements during their ascent.

This is echoed in Maharishi’s designs through the combined use of similar materials on selected styles of outerwear, as well as reinterpreted versions of the original silhouettes, and is demonstrated through shots that mimic the appearance of the original vintage imagery.  

The collection is available now online and in the London and New York stores.


Maharishi London

2-3 Great Pulteney St, London, W1F 9LY. +44 (0)207 287 0388

Maharishi New York

38 Lispenard St, New York, 10013. +1 (917) 265 8068

Model: James Fan

Videographer: George Power

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