Ora Ito is the brand name of the designer Ito Morabito who was only 21 when he decided to create fake products for real brands. He designed ‘ads' for a Louis Vuitton hand bag and a camouflage-patterned carrying case for a Mac laptop and launched them on the internet... as if they really existed. His collection of imaginary items was viewed around the world and became his first virtual label, attracting attention and an audience eager to purchase the products. Using this to launch his career, Morabito now has a studio in Paris and an impressive range of clients including Heineken, B&B Italia, Levi's, Alain Mikli and Magis.

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