Popular hip-hop lifestyle brand Rocawear (rocawear.com) has just finished shooting its fall/holiday 2004 advertising campaign, which will launch in magazines in September.

Shot by photographer Matthias Clamer, the ads are a continuation of the brand’s "La Familia" theme and feature well-known faces from fashion and music. The womenswear ads showcase top model Omahyra and actress Stacey Dash. The men’s campaign features musicians Cam’ron, Juelz Santana and Memphis Bleek, all of whom record for Roc-A-Fella, the record label that is co-run by Rocawear’s CEO and co-founder Damon Dash.

Clamer, who was handpicked by Dash to shoot the ads, is well-known for his celebrity portraits of musicians such as Outkast and U2 in publications such as Rolling Stone and Vibe.

The campaign will get its heaviest promotion in October to help celebrate "Roctober," a month-long series of Roc-A-Fella events that will build up to Roc-A-Fella’s ten-year anniversary in 2005.