Amid Casablanca’s increasing density, the outskirts are redefining urban comfort. Families are now seeking what the city can no longer offer: space,fresh air, connection. Just fifteen minutes from Morocco Mall, living in Dar Bouazza is no longer an exile. From a coastal hamlet, the community has become one of the most sought-afterlocations  on Casablanca’s periphery. Like Bouskoura or Bouznika near Rabat, it represents a new generation of residential areas where life expands without turning away from the city. Restaurants, schools, shops, infrastructure: everything is now available, but at a slower, more fluid pace.

It is in this context that Promenade de Darb was conceived, a project by TGCC Immobilier. Far from a simple gated residence, the development is designed as a human-scale neighborhood, organized around a one-kilometer landscaped promenade. This green axis connects communal spaces – padel courts, playgrounds, relaxation areas – and embodies a collective dimension. It’s not a place to be enclosed; it’s a place to walk, meet, and live.

https://www.instagram.com/reels/DQ4Se74DJOS/

In this coastal environment, living in Dar Bouazza also has a physiological impact. A study by King’s College London showed that living within ten minutes of the coast can reduce the risk of depression by 30%. Here, proximity to the sea translates daily into natural light, fresh salty air, and unobstructed horizons. And for children, it’s a major advantage: they play outside, interact with neighbors, and experience a kind of freedom once thought lost in urban settings.

Architecture of well-being grounded in reality

“Creating a modern family cocoon, just minutes from the city, in a secure and open environment.” This is how architect Abdou Lahlou summarizes his vision. At Dar Bouazza, the triplex villas prioritize fluidity and sustainability, featuring four bedrooms, expansive living areas extending onto terraces and private gardens, and, for select units, swimming pools.

The architectural design emphasizes restraint and harmony with the site. Mineral finishes, treated woodwork, and light stone were chosen to withstand the coastal climate – the classic combo of salt, humidity, and heat – while maintaining their brilliance over time. Each villa integrates seamlessly with the landscape and the promenade layout, offering a coherent, lasting, and luminous setting.

The quiet luxury of everyday life

Inside, living in Dar Bouazza takes the form of understated comfort. The color palette favors sand and linen, textures are natural, furniture is minimal, and spaces are open. Nothing is ostentatious. Everything is designed for family well-being, with fluid circulation between rooms, bountiful spaces,s and an aesthetic that is both contemporary and warm. With villas starting at 2.9 million dirhams, TGCC Immobilier appeals to a generation of urban families seeking a balance between proximity to Casablanca, coastal serenity, and a tangible quality of life.

Living in Dar Bouazza today is a choice for a mindful life. You are neither caught in the city’s bustle nor isolated in the countryside, but in a sustainable equilibrium between urbanity and horizon. At day’s end, the light glides over the promenade; neighbors cross paths unhurriedly, and one realizes that here, time has chosen to slow down.

For more information:
TGCC Immobilier
Tel.: 08 02 00 01 02
Address: Central Showroom, 4 rue Al Imam Mouslim, Oasis, Casablanca.
Open Monday to Saturday from 10:00 to 18:00.

More than just timepieces, a luxury watch is far more than a tool to tell time. It’s a precious object, often kept for a lifetime and passed down to future generations. These are not seasonal whims. Instead, they often prove to be worthwhile investments. Just take a closer look at the numbers. The market for new luxury watches is booming, with an annual growth rate projected at 5.52% through 2029, according to market research firm Mordor Intelligence. Meanwhile, pre-owned watches are poised to outpace new models, as indicated by WatchCharts. Clearly, investing in a timeless watch can be lucrative.

What makes this investment even more attractive is the enduring appeal of iconic models. For decades, major watchmakers have built on the success of certain timepieces, tweaking details like strap materials, dial metals, or bezel settings season after season. Take Cartier, for instance: the brand re-released a near-exact version of its 1923 Tank Cintrée in 2023—and it was a hit.

Conversely, some watches initially overlooked can later become legendary. When Audemars Piguet launched the Royal Oak in 1972, its submarine helmet-inspired case was deemed too large and too expensive for a steel watch. Fast forward to today, and its original 1972 “Jumbo” edition, which retailed for 150,000 MAD, now fetches over 1 million MAD.

That said, not every luxury watch, not even every Rolex, guarantees a solid return on investment. Success in this arena requires patience and foresight. To help you choose wisely, we’ve rounded up a selection of timeless watches, most of which cater to women.

Patek Philippe Nautilus Ladies Automatic

Of the 20 most expensive watches in history, nearly half are Patek Philippes. For serious collectors, the brand is unmatched. Patek Philippe is also one of the most exclusive, with lengthy waiting lists. Known for its intricate complications and highly decorated movements, we spotlight its sporty-yet-elegant Nautilus in rose gold.

First introduced in 1976, the Nautilus became an instant classic with its round-octagonal bezel, “ears,” and horizontally embossed porthole-inspired dial. This ladies’ version features a 35.2mm case, rose gold bracelet, and a bezel set with 56 diamonds. What dowe love most? Its versatility. As the brand put it back in the day, “It pairs just as well with a wetsuit as it does with evening wear.”

Why invest in it? The classic Nautilus is one of the world’s most coveted watches, with multi-year waiting lists. This rose gold and diamond version doubles as fine jewelry, ensuring it remains a valuable asset for years to come.

Cartier Baignoire

A rebellious sibling to Cartier’s Tank and Panthère models, the Baignoire is chic yet far from conventional. Its journey began in 1911 with Cartier’s creation of a watch for aviator Alberto Santos-Dumont. By 1958, Louis Cartier introduced the oval-shaped Baignoire, designed with a slightly curved case to fit snugly on the wrist.

Fifty years later, the Baignoire remains an enduring favorite among celebrities like Jay-Z and Kendall Jenner, who seek out vintage editions. The latest iteration features a smaller dial, a burgundy satin calfskin strap, and a lacquered plum dial. Accentuated with yellow gold and Cartier’s signature cabochon sapphire, the Baignoire retains its understated charm with a touch of whimsy.

Why invest in it? The renewed interest in 1960s and 1970s watches makes the Baignoire highly desirable. Its minimalist, elegant design embodies today’s preference for understated sophistication. Fun fact: in 2022, a 1967 Baignoire Crash sold for a record $1.5 million at Sotheby’s.

Audemars Piguet Mini Royal Oak Frosted Gold Quartz

In 1972, the Royal Oak revolutionized watchmaking with its sporty, ultra-thin steel design and visible screws. Though initially polarizing, it quickly became Audemars Piguet’s flagship model. In 1997, the Mini Royal Oak followed, offering a playful yet sophisticated take with a 20mm case.

For 2024, the Mini Royal Oak returns with a contemporary twist. Its 23mm case and bracelet, crafted from 18k frosted yellow gold, maintain the geometric elegance of the original. The intricate “Petite Tapisserie” pattern on the dial and the diamond-dusted effect, created in collaboration with Italian jeweler Carolina Bucci, add modern flair.

Why invest in it? The Royal Oak’s technological and aesthetic breakthroughs have cemented its status as a collector’s dream. Limited production makes it highly sought after, ensuring its enduring value.

Piaget Limelight Gala Precious Watch

First launched in 1973, the Limelight Gala epitomizes the fusion of watchmaking and jewelry. Its signature round case and asymmetrical, gemstone-studded lugs reflect the free-spirited glamour of the Piaget Society’s heyday.

The 2023 version takes extravagance to new heights, with colorful brilliance and a transparent sapphire back. For a timeless choice, opt for the white gold model with diamonds and a black alligator leather strap.

Why invest in it? With its ultra-feminine curves and timeless elegance, the Limelight Gala represents the revival of jewelry watches as a major trend. Its versatility ensures it complements any look.

Boutique details and pricing available upon request.

The Bvlgari Bvlgari Lady from Bvlgari

We couldn’t leave this one out! In the realm of iconic statement watches, the Bvlgari Bvlgari holds a special place. This timepiece has transcended eras since its debut in 1977, making it an absolutely timeless accessory. For a bit of history, this watch was sported by the elegant elite of Italian high society in the late 1970s until it reappeared on the wrists of their daughters. It was a true horological and stylistic revolution at the time, and it has since become a quintessential reference.

We love it in its original stainless steel version, featuring a case inspired by the circular engravings of ancient Roman coins and a classic style reminiscent of antique columns. It’s as much a fashion accessory as it is a piece of contemporary design.

Why bet on it?
Because its style never goes out of fashion. It can be worn by both men and women. And finally, it’s something we can pass down to our sons and daughters! We’re confident it will remain a safe bet for years to come.

Where to find it:
Bvlgari Boutique, 14 Rue Aïn Harrouda, Casablanca.
Tel: 05 22 95 18 95.
Price: €4,350 (approximately MAD 46,300).

The Oyster Perpetual Lady-Datejust from Rolex

Let’s be honest: it was tough to choose just one model from Rolex. This is one of those timeless watches passed down from mother to daughter or father to son—a watch that everyone thinks of when it comes to horological investments. Among the extensive list of crown brand timepieces, we’ve selected the Lady-Datejust in its most classic form. It’s one of the most renowned and sought-after models, a true cornerstone.

The Datejust saga began in 1945 with the creation of the first men’s model. In 1957, the brand unveiled a chronometer specifically designed for women—the Lady-Datejust was born. It retained all the attributes of its predecessor. “A classic watch designed for a woman,” the brand touted at the time. Sixty years later, the Lady-Datejust is much more than a classic; it has become legendary.

At Shoelifer, we’ve opted for the Oyster Perpetual Lady-Datejust 28mm in Oystersteel and yellow gold. Equipped with a lacquered white dial, it features the Jubilee bracelet—a five-link metal band emblematic of the original model, ensuring comfort and flexibility. Like all Oyster models, the Lady-Datejust’s Rolesor combines the nobility of gold and the strength of steel—a sporty chic signature of the brand since 1933.

Why bet on it?
Because it’s a Rolex.

Where to find it:
Azuelos, 16 Boulevard Moulay Youssef, Casablanca.
Tel: 05 22 47 13 08.
Price upon request.

The Happy Diamond Sport by Chopard

In 1976, designer Ronald Kurowski developed a watch with floating diamonds. Surrounding the movement, the mobile stones glide and spin freely between two transparent sapphire plates without leaving any trace. The success was immense, marking the beginning of Chopard’s saga and the official launch of the Happy Diamonds collection in 1985. Since then, floating diamonds have become one of Chopard’s stylistic signatures, along with its iconic tagline: Little Diamonds Do Great Things.

A new horological revolution occurred in 1993 with the creation of the Happy Sport, a younger sibling to the icon that dared to combine diamonds and steel. Its features? With a considerable diameter of 33 mm, it boasts a silver stainless steel case with a guilloché center and is equipped with a self-winding mechanical movement, specially developed for feminine cases. We love it in white gold with a shiny blue alligator leather strap for that chic touch.

Why bet on it? For the playful and whimsical charm of its mobile diamonds, which have stood the test of time. And because for fifty years, Chopard has managed to renew its Happy Diamonds collections without tiring its aficionados.

Chopard
2, Rue Aïn Harrouda, Résidence Al Manar, Casablanca
Phone: +212 5 22 39 20 20 / 60 60
Price upon request

The Classic Fusion Racing Grey Titanium 38 mm by Hublot

The brand’s first watch, known as the “Hublot Classic,” was presented at Baselworld in 1980. It brought fresh innovation to a dark decade for the watch industry, dominated by cheap and unattractive quartz movements. For the first time, a timepiece combined a precious material (gold) with a modern one (rubber), marking the birth of Hublot’s design. With a smooth, glossy black dial, a rounded bezel punctuated with screws, and a… porthole (hublot in French), the watch was cheekily priced at the same level as a Rolex, with an extra dose of cool. It was nothing short of revolutionary.

In this lineage, the Classic Fusion is the most elegant and closest to the brand’s origins. We love this model for its masterful blend of raw, sporty allure with the lightness and elegance of titanium. The case and crown are crafted from brushed titanium with beveled edges, six titanium screws, a matte gray dial, and rhodium-plated polished hands. Once polished, titanium offers a bluish metallic sheen. Its standout feature? A ribbed gray rubber strap gives it a contemporary look, ultra-comfortable and soft against the skin.

Why bet on it? For its deep, minimalist black dial that exudes elegance and its laid-back chic style that fits anywhere. Its androgynous appeal and bold diameter make it a no-gender watch perfectly in line with current trends.

Hublot at Mystère
12, Rue Aïn Harrouda, Casablanca
Phone: +212 6 66 91 53 53
Price: 92,000 MAD

The Égérie Moon Phase by Vacheron Constantin

Few people criticize Vacheron Constantin. No one says it’s too big, too flashy, or too expensive. It’s also hard to find a model you won’t like! At the office, we had no trouble choosing the perfect piece for this selection: the Égérie Moon Phase in gold and diamonds. The moon phase and dial are harmoniously tied together through a tapestry technique reminiscent of the delicate pleats of haute couture fabric. This achievement was made using a 1904 machine capable of reproducing patterns on a grand scale down to the size of a watch dial.

Naturally, the Égérie collection is the result of collaboration between the Swiss manufacturer, fashion designer Yiqing Yin, and master perfumer Dominique Ropion. This couture-inspired timepiece features rose gold, 58 round-cut diamonds, and a cabochon moonstone nestled behind clouds of white mother-of-pearl. It also includes Vacheron Constantin’s signature off-centered display and asymmetry in the crowns and circles. It comes with three interchangeable alligator leather straps (pink, brown, and dark blue) to suit any style. A single click is all it takes to swap them.

Why bet on it? Vacheron Constantin embodies 262 years of uninterrupted history. As an excellent investment in the vintage watch market, it’s known for offering great value for money.

The Reverso Tribute Monoface by Jaeger-LeCoultre

Discretion and sobriety: that’s how to sum up the Reverso, Jaeger-LeCoultre’s iconic masterpiece. This timeless, androgynous watch is making a strong comeback, holding its place among the most important watches in the history of haute horlogerie. Its uniqueness lies in its shape and mechanism, introduced in 1931 as the first-ever reversible wristwatch. One side features a classic dial, while the other has a metal surface that transforms the watch into a piece of jewelry (and once protected gentlemen’s glass from breaking, or so they say).

The latest addition to the collection mirrors the size of the 1931 original. Design-wise, the case retains its Art Deco-inspired rectangular style. The interchangeable strap boasts a dual finish: smooth calf leather and textured Saffiano leather. This simple, elegant, and harmonious model is suitable for both men’s and women’s wrists, thanks to its dimensions (40.1 x 24.4 mm) and slim profile.

Why bet on it? Elegance, discretion, and innovation—everything we adore. With its minimalist, vintage-inspired dial and leather strap, the Reverso Tribute embodies today’s trend for understated luxury. It’s a return to the essential and timeless, cementing its status as one of the most important luxury watches in horological history.

At Azuelos
16 Blvd. Moulay Youssef, Casablanca
Phone: +212 5 22 47 13 08
Price upon request

The Velvet Rose Gold 36 mm by Roger Dubuis

The youngest player in haute horlogerie, Roger Dubuis has made a name for itself with unexpected materials, complications (the brand boasts 33 exclusive mechanical calibers), and avant-garde style. Roger Dubuis is also a pioneer of skeletonized watches, often described as hyper horology. Like the brand itself, the Velvet model is sophisticated, extravagant, and unapologetically bold. It’s not for just any wrist but rather for women who defy conventions and embrace their inner diva. Dare to be rare is its motto.

With an oversized case, the Velvet boasts a bold allure for women who like to make a statement. A high-jewelry creation, this chronometer features a rose gold case adorned with round-cut diamonds on the bezel and lugs, an open rose gold back with sapphire glass, all certified 100% Geneva Seal. Yes, Velvet watches are equipped with mechanical movements truly belonging to haute horlogerie—a rarity in women’s collections.

Why bet on it? Because it’s a genuine piece of craftsmanship that will retain its value. Mechanically, the young brand quickly stood out for the quality of its movements, all Geneva Seal certified, earning numerous accolades. Given their rarity, Roger Dubuis models, especially vintage ones, are a collector’s favorite—a smart investment indeed.

At Quantième
3, corner of Rue Ali Abderrazak, Casablanca
Phone: +212 7 66 33 88 01
Price upon request

Zellige, brassware, pottery, wickerwork, and more When Moroccan craftsmanship is reinterpreted by designers, it shines even brighter. Most new Moroccan brands rely on these ancestral skills, infusing them with a touch of modernity, an eco-responsible ethic, and that hint of universal design that makes them beautiful creations. Here are our current favorites.

Basketry for Women’s Empowerment

Founded in Marrakech by Nawal Rmili, YZA has transformed the basket into a chic, practical, and ethical handbag. Nawal, who began her career as a stylist at Vogue, Marie-Claire, and Grazia, was in search of a more equitable fashion. So, she decided to start her project in the outskirts of her native region. To achieve this, she collaborates with Berber women who continue their traditional  basketry: the doum palm. This art of patience has been passed down from mother to daughter for generations.

After the men harvest the palm leaves, they are gently dried in the sun and then braided by the women. For YZA, the artisans craft unique pieces that enrich the Vague collection and come in different colors and sizes. Each bag requires about 4 days of manual work. It then heads to the  leatherworking workshops where it is finished, always by hand, with premium quality leather.

In addition to being beautiful, unique, and eco-friendly, YZA bags embody profound values. Social justice and the advancement of women’s rights find true meaning in them. YZA is undoubtedly one of those Moroccan brands that we can only praise!  

YZA Handmade
66 rue Yougoslavie, Guéliz, Marrakech
Tel: 06 93 29 66 30

Ceramics to Rekindle the Flame

Dow, which means “light” in Arabic, is also the cute  name of a brand of ceramic candles made from 100% organic wax. Created by designer Hasna El Asri, Dow candles are much more than  decorative objects. Entirely made in Morocco, they are crafted with the assistance of a Moroccan chemical engineer and handcrafted by talented master ceramic artisans from Marrakech. With “Make a Wish” as their motto, the designer conceives her candles as symbols of hope, warmth, and spirituality.

Adorned with motifs inspired by nature and natural colors, they diffuse scents that evoke Morocco. Atlas cedar, orange blossom, sweet dates, and oud are among the natural fragrances available. The brand’s latest collection was unveiled at the end of last month. Take notet:  the new “Illuminescences” candles are available in limited edition.

Dow Candles
Tel: 06 63 04 78 80

Bolddie, the Sporty and Comfy Fashion

Kenza Adyel and Nasma Riah both have vastly different professional backgrounds but share a common passion for fashion and sports. One specializes in finance, while the other is a pro in organization and improving efficiency in business. After years of contemplation, the two young women decided to combine their skills and venture into entrepreneurship. With Bolddie, they targeted a niche previously underexplored by Moroccan brands: sportswear.

Kenza Adyel and Nasma Riah have designed a collection of clothing inspired by both sports and a comfortable lifestyle. The aesthetic shapes of the outfits are specialized for activities such as tennis, padel, yoga, or running, always with that special touch unique to Bolddie.

Entirely conceived and manufactured in Morocco, the brand can boast of contributing to development and innovation in the textile industry. Comfortable, practical, and aesthetically pleasing, Bolddie’s creations bring the Moroccan touch that was eagerly awaited in the world of sportswear.

Bolddie
Tel: 06 63 61 69 39 / 06 61 42 73 24

Read also : SWIMSUIT TRENDS SUMMER 2024: 5 FAVORITES FOR A GORGEOUS TAN

Flowers, Passionately, Madly

“We must cultivate  our garden,” wrote Voltaire in Candide, or Optimism. And that’s precisely what Ghita Kettani did! After working as a consultant in the tech industry, she stopped everything and trained in floral art in England—her true passion. Once ready, she launched her studio, which she named Renaissance, echoing her new life path. As she prepares to open her boutique in the heart of Casablanca’s golden triangle, she already has several impressive projects under her belt.

Renaissance offers floral decoration for all types of events, both professional and personal. Whether it’s weddings, birthdays, or corporate events, the florist knows how to add a touch of character to every project! In partnership with L’Atelier des Arômes, which we’ve already mentioned here, Ghita Kettani also organizes workshops for individuals. It’s ideal for team-building!  Whether it’s a bouquet to offer or a more sophisticated design, we turn to Renaissance.

Renaissance Studio Fleurs
Tel: 06 60 10 70 26

Syd Denim, to see life in blue… jeans!

Behind Syd Denim lies the story of a woman and her career change. After working as a manager in banking finance for nearly 10 years, Fedwa Moukhliss decided to change course. She left her career in France to return to Morocco and launch her own brand. Syd Denim was born, with a fierce determination to promote Made in Morocco. From fabric to manufacturing, buttons, labels, or accessories, Fedwa Moukhliss collaborates only with Moroccan companies and artisans. She also makes it a point to prioritize the work of women to offer them opportunities for social advancement.

Syd offers all-denim collections for women and men, ranging from classic jackets to trendy jumpsuits, and even handbags. Fedwa Moukhliss markets Syd in France, thus contributing to the international visibility of Moroccan brands.

Syd Denim
Rue Arsa, Racine, Casablanca – Showroom by appointment
Tel: 06 69 82 09 14

The summer 2024 swimsuit trends embrace diversity. While the one-piece is still a must, the two-piece comes in mini bikini style, bandeau, or timeless classic cuts with a return of the balconette. Fabrics range from technical to softer materials like smocking or crochet. As for prints, we find flowers, stripes, animal prints, vibrant shades, contrasting trims, and metallic buckle details here and there.

What stands out? Less fuss, a desire to return to the good old cuts, between retro and Brazilian bombshells of the 90s. A true feast for the eyes.

Less is more: the Scarlet Show by Eres

Sometimes, there’s no need to add more to make a big impact. With an warm hue (this season’s trend), ultra-feminine bustier, and classic cut of bottoms that subtly enhance, the brand, a master in the art of swimwear, delivers a flawless two-piece.

Available at Studio 14
Price: 4500 DH
Address: 44 rue Point du Jour, Casablanca

The most romantic: the Waverly by Zimmermann

The bandeau with the attachedflower: one of last summer’s most followed trends that hasn’t gone out of style. We love the retro yet modern cut of this two-piece with its deep and glossy color. A radical elegance that will have many fans.

Available at Studio 14
Price: approx. 6200 DH
Address: 44 rue Point du Jour, Casablanca

The most futuristic: Eau Swim

In its latest collection, the brand we closely follow draws inspiration from the 60s, projecting them into a robotic future. Dubbed “Space Age,” this standout exploration offers one-pieces with graphic cuts and laser-cut details. Among them, we particularly love this model with perfectly crafted geometric patterns. 

Eau
Price: approx. 1500 DH
Address: 26 rue Normandie, Casablanca

The most alluring: the Cancan by DnuD

Ruffles, a widely followed direction in the summer 2024 swimsuit trends, adorn this innocent yet  seductive two-piece. Available in white or ochre, we appreciate the gentle suggestiveness of a swimsuit with a cut as precise as it is flattering.

Cancan by DnuD
Price: approx. 2600 DH for the set.
Brand available at Le Tiroir

The Brazilian Cut: Oysho

Well, we had a feeling it was coming—the Brazilian cut is set to make waves this summer. At Oysho, we adore its modest yet stylish version, featuring stripes right in line with the season’s trends, on an ultimately sexy yet respectable cut.

Oysho
Price: 259 DH for the bottom and 299 DH for the top.
Address: 5 rue Ibnou Zarara, Casablanca / Boulevard de Barritz, Morocco Mall, Casablanca.

Victoria Beckham, Rihanna, Beyoncé, Kanye West, Aya Nakamura… There are a countless stars involved in fashion, collaborating with luxury brands or creating their own. While the phenomenon is not new, it reached its peak on February 14th with the appointment of Pharrell Williams as “Men’s Creative Director” at Louis Vuitton.

From Luxury to Entertainment

The Afro-American star and forever young Pharrell was (partly) chosen to perpetuate the luxury and streetwear legacy of the late Virgil Abloh. On June 20th, during the Paris Men’s Fashion Week Spring/Summer 2024, Pharrell Williams was expected as a fashion messiah.

His first show, titled “LOVERS,” was held on the Pont Neuf in the French capital (a first), and took place in front of a crowd of stars (Beyoncé, Rihanna, DiCaprio). Renowned designers (Nicolas Ghesquière, Jonathan Anderson, Nigo, Stefano Pilati) also attended. As if that weren’t enough, there was also a performance by rapper Jay-Z — more than enough to electrify the crowd. The press was ecstatic, describing the event as a “monumental show,” “legendary,” the “epitome of style,” and “Pharrell’s conquest of Paris.”

The entertainer ticked all the boxes for a flawless performance. He revolutionized the luxury world, focusing on pure entertainment and pop culture marketing. In terms of substance, the multifaceted artist has chosen security. He has reaffirmed Vuitton’s conventions while betting on the trinity of streetwear, military aesthetics, and high fashion (all chic and high quality pieces).

The Halo Effect

While men’s fashion accounts for only 5% of Vuitton’s sales, Pharrell Williams’ arrival could have a halo effect on the entire brand that is already doing very well (over $20 billion in revenue in 2023). Pharrell Williams is a pioneer of the star fashion phenomenon. In 2006, he made his first foray into this world by designing the Millionaire sunglasses for Vuitton. He went on to collaborate with Moncler, Uniqlo, Adidas, Chanel, and even Tiffany & Co. However, he has never led his own initiative  or conceived a collection entirely on his own. But that’s not what the LVMH group expects of him. Pharrell Williams is there to represent a brand, not a profession (that of an artistic director).

Another Move by Millennials and Gen Z

The rise of celebrities in fashion is a trend embraced by  Millennials. According to a study by the Boston Consulting Group (BCG), star/luxury brand collaborations have reached a 90% recognition rate among “young” people (aged 15-35). This study, conducted for Altagamma, reveals that 50% of luxury consumers buy at least one piece from such collaborations. The rate rises to 67% among Gen Z and 60% among millennials, especially young Chinese consumers.

As for the prevalence of hip-hop stars in fashion (Kanye West, Asap Rocky, Migos…), it is primarily a marriage of convenience. On one hand, the world of hip-hop has never hidden its fascination with the world of luxury and bling since the 1990s. On the other hand, from the 2000s, this musical movement transitioned from a “subculture” to pop culture. Everyone listens to hip-hop and its pop derivatives.

In other words, it’s bankable. That’s why Givenchy made Aya Nakamura its ambassador. It’s a pragmatic union. Moreover, fashion has always had the ability to assimilate all subcultures (shoutout to rock, grunge, and punk).

The Fenty Flop

However, this marriage of convenience doesn’t always work. In the saga of stars in fashion, consider Rihanna and her brand Fenty. In 2019, international icon Riri became the first black woman to launch a luxury brand (Fenty) within the LVMH group —  bold move for the company’s corporate social responsibility (CSR) profile! But it flopped.

Why? A disconnect between the prices (€230 for a T-shirt, €700 for jeans) and the purchasing power of millions of the singer’s fans. Plus, there were no well-known ambassadors and the aesthetic was too derivative, borrowed from Virgil Abloh, Victoria Beckham, and Marine Serre. Consequently, not even an icon like Rihanna could carry the brand on her shoulders. As a result, LVMH suspended the ready-to-wear brand two years later.

In contrast, Savage X Fenty (lingerie and sportswear) and Fenty Beauty (cosmetics), also backed by LVMH, have been a hit. In 2021, Savage X Fenty was already valued at over a billion dollars. The difference? Attractive prices and promotions, not to mention  ambassadors (Rosalia, Megan Thee Stallion). Also, it stood for something: diversity, inclusion, and body positivity. And for that matter, everyone is banking on Riri, with Pharrell Williams having made her one of his muses.

Beyoncé’s Case

But beware, stars in fashion don’t always work. The most striking example is Beyoncé, aka Queen B. In 2008, the superstar launched the House of Dereon brand with her mother, Tina (a part-time stylist). It was a flop. In 2016, Beyoncé created her sportswear brand, Ivy Park, before partnering with Adidas in 2018.

Ivy Park never took off. In 2023, its sales even dropped by 50%, according to the reputable Wall Street Journal. Consequently, Beyoncé took back control and terminated her partnership with Adidas. The German sportswear giant had already been burned by the loss of millions of dollars after the Yeezy fiasco (thanks a lot, Kanye West). Why didn’t it work? Lack of originality and a misguided approach, according to Adidas’ own admission. Furthermore, Beyoncé never wore her brand (outside of photoshoots). And she has never been a fashion trendsetter; she is more of a “follower,” unlike Rihanna, who even made the mohawk glamorous.

Still skeptical? The editorial team invites you to watch this fabulous demonstration by Music Feeling (a specialist in the hip-hop industry).Not to mention that too many collaborators spoil the collaboration.

The Correct Approach and Being Sincere 

So, what should we remember about stars in fashion? Well, it’s not enough to be a star; you must also stand for something. It doesn’t necessarily have to be something profound. Kim Kardashian’s Skims underwear brand is worth over $1.6 billion. Why? Because many women want to have the star’s plump derriere and voluptuous hips (even if they are not natural). Earlier this year, Kim K was even invited to Harvard to discuss her business.

Sincerity and hard work also pay off. Consider Victoria Beckham and her eponymous brand (with 400 points of sale). The former Spice Girl and footballer’s wife took 15 years to become a recognized stylist respected by her peers. Despite encouragement from Marc Jacobs and Roland Mouret in the early 2000s, she had a catastrophic start. Today, her more sober and minimalist style has prevailed. Even Vogue recognizes it. However, rumors suggest she is facing serious financial problems. So, stars in fashion aren’t always such a good idea.

In 2017, the designer Amine Bendriouich won the OpenMyMed competition, which brought together 156 candidates from the Mediterranean region. In July 2018, Nourredine Amir became the first Moroccan to join the official schedule of the Haute Couture Fashion Week in Paris. In 2019, the duo designers behind Zyne won the first prize at the Fashion Trust Arabia. These are strong signals for Moroccan creators and evidence of a continuously growing enthusiasm for “made in Morocco.” Each time, Shoelifer has echoed, remaining faithful to its commitment to discover and support Moroccan talents. Although there is not yet a study on the matter, at the editorial office, we are convinced that the Moroccan label has bright days ahead. And here is why these Moroccan creators are gaining international popularity.

1/ Casablanca

It’s the current success story. Casablanca (the brand, not the movie) has conquered the Parisian fashion scene in just a few years. Founded in 2018 by Charaf Tajer, the chic streetwear brand with retro influences is now worn by almost every fashionable Parisian and some Moroccan early-adopters. Credit goes to this Franco-Moroccan (a former serial entrepreneur in the nightlife industry) for accomplishing this  remarkable feat. In no time, his brand rose to prominence in the ready-to-wear exposition of Fashion Week. It also signed impressive collaborations, such as a sneaker collection with New Balance and a leather bag collection with Bvlgari. The latest? A capsule collection in partnership with Caviar Kaspia, the famous Russian gastronomic institution located on Place de la Madeleine in Paris. Silk shirts, sweatshirts, caps, and even mother-of-pearl spoons in stylish pouches or repurposed boxes of Imperial Baeri Caviar. Casablanca continues to surprise us.

2/ Nadia Chellaoui

It’s thanks to Lily Collins in an episode from season 3 of “Emily in Paris” that  the public had the chance to discover the Baby Calips’Oh. This unique bag is the brainchild of Moroccan artist Nadia Chellaoui, who decided a few years ago to create luxury leather goods inspired by her paintings and launch her eponymous brand. After this remarkable collaboration, the artist didn’t stop there. She has since created three oversized bags for the Franco-Belgian brand, THEUNISSEN, at the last Fashion Week, as well as XXL bags for the new “Origenes” collection by Spanish designer Juana Martin. Her creations have also graced the covers of Vogue Japan, Vogue Arabia, and Elle magazine. The stylist from “Emily in Paris” has just contacted her again for Season 4.

3/ Dihyan

We told you about Dihyan in 2020 when the young jewelry brand was just starting to make a name for itself. Less than two years later, it has become a finalist in the Bijoux category of the Fashion Trust Arabia in Doha. During this event, its creator, Youssra Nichane, met Charaf Tajer, the founder of the Casablanca brand, who was then a member of the jury. A few weeks later, the Casablanca team contacted to collaborate on the Men’s Fall-Winter 2023 Fashion Week show. The result? She created a collection of jewelry for seven distinct looks, handcrafted by her artisans and directly inspired by Moroccan culture. This was some nice representation, as the first look of the show featured a “chmar,” an iconic Moroccan heritage piece (traditionally used by women to roll up their caftan sleeves). There are even whispers that it caught the eye of Naomi Campbell.

4/ Maison Sara Chraibi

Siham Sara Chraibi is the second Moroccan fashion house to join the Haute Couture calendar of Paris Fashion Week. In January 2023, she presented 25 outfits featuring fringes and checkered patterns. Among them were pearl breastplates, velvet pants, and oversized capes. Her next goal? Continue the adventure with a return to the haute couture runways in July. In the meantime, you can relive this poetic moment.

5/ Katso Cuir

Moroccan leather is definitely not on the way out, as evidenced by the recent opening of the first Katso Cuir boutique in Paris. After Rabat and Casablanca, this 100% Moroccan leather brand has settled in the former Carven boutique in the chic Saint-Germain-des-Prés neighborhood, specifically on Rue Saint Sulpice. The boutique offers all the usual models (skirts, jackets, pants) and leather colors of the brand (fuchsia, green, khaki, camel, black, etc.). You can either take your piece home or choose the model and color on-site and have a custom-made piece crafted. The good news is that your desired item (created in Rabati workshops) will be delivered to you in just 14 days! This is a significant step for the Moroccan brand, which strengthened its B to C (business to consumer) service  during the COVID-19 pandemic. According to the creator, Katia, “French and foreign customers are particularly fond of customization. They are very interested in our production process, which resembles upcycling and is in line with the slow fashion movement.” Her ambition? To become the specialist in Moroccan leather in France within three years.

6/ New Tangier

The Moroccan, 100% Tangier-based brand by Kenza Bennani continues to make its mark abroad. As the creator points out, “Tangier is a city frequented by foreign tourists, which allows us to reach this specific clientele.” Today, between sales made in her Tangier boutique and online orders, she estimates that 30% of her total sales are for customers based abroad. In which regions of the world? Primarily England and the United States, and recently Dubai, as well as to Qatari and Saudi customers. She also notes that among her American clientele, many African Americans are interested in her creations. “It’s a community that seeks to assert its African identity,” which aligns with the DNA of New Tangier. A market might even open directly on the continent for her. Her pieces have already been featured on Industrie Africa (a virtual showroom for African brands created by a former Vogue journalist based in Tanzania). On March 16 and 17, New Tangier will participate in the ZURI pop-up event in Nairobi, organized by a young Moroccan woman who wants to showcase several African brands. Stay tuned…

7/ Mina Binebine

The creations of young Marrakech stylist Mina Binebine have also found their audience internationally. A year ago, she presented her latest collection on the catwalks of Art Heart Fashion Week in New York. After this successful worldwide debut, she participated in the Africa Fashion Up competition for young African designers (a Parisian event dedicated to contemporary African fashion). She was among the five finalists out of a hundred stylists, and she subsequently showcased her latest “Éclosion” collection at the Paris event. Mina Binebine was the only woman and the sole representative from North Africa among the winners. Slowly but surely, this Moroccan brand is making its mark beyond our borders!

A brand inspired by the style of the British royal family in the 90s, another reinterpreting three traditional caftans into everyday outfits, and a last one reinventing—and diverting—the formal wardrobe of executives… Indeed, young designers have more than one trick up their sleeves. Let’s meet three Moroccan creators—and their worlds—to keep a close eye on.

1/ Late for Work – Youssef El Idrissi

A graduate of Casa Moda Academy in 2018, Youssef El Idrissi participated in the International Festival of Fashion in Africa (FIMA) held in 2019 in Dakhla and won the first prize in the “young designers” category. This award, giving him sudden visibility, prompted him to create his own brand: Late for Work. The idea? Bring together two worlds: the formal wardrobe of white-collar workers with the wardrobe of 90s youth. “It’s like taking young people from the street to take them to work,” explains Youssef, hence the name of the brand. The result: feminine and unisex pieces, quirky and unique. For his looks, he draws inspiration from his environment and transforms kitschy everyday materials—Chinese blankets, Raja bath towels, kitchen tablecloths—creating unexpected blends  by mixing them with denim or poplin. He doesn’t hesitate to do upcycling, like when he transforms sleeves into closures or collars with imposing knots, for a playful touch. The designer, who has already launched two collections, will present the third in September 2022. We can’t wait!

Late for Work Wear
Price: Starting from 1500 DH, up to 15,000 DH for unique pieces
Fittings by appointment, contact via DM

2/ Lagertha – Ansar El Yacoubi

After graduating, Ansar El Yacoubi studied fashion design and creation at Casa Moda Academy, and her first collection—inspired by nuns—received the Jury’s Crush at the end of her third year. The young stylist then worked for the Moroccan magazine TLBB, joined Ali Drissi’s team for a year, before venturing into modeling (Off-White and Burberry campaigns, as well as for Vogue Arabia and L’Officiel Indonesia). With the arrival of Covid, she was forced to return to Morocco and joined the Petit Bateau team as a stylist before taking the plunge and launching her own brand in March 2021: Lagertha. Its name refers to a Viking—the companion of the famous Ragnar—a strong woman “who was the only one allowed to fight alongside men,” as Ansar points out. With Lagertha, the young designer draws inspiration from the style of the British royal family in the 90s, reinvents it, and designs dresses and skirt or pants sets for women that she makes in high-quality fabrics. Her specificity? She applies tailoring and finishing to all her pieces to create “a perfect fit for the shape of women of all shapes and ages.” Thus, her pieces are tailored, made to measure, to the body type of her customers. We love her buttoned pieces that make us think that timeless chic is indeed back.

Lagertha
Price: Pants starting from 1800 DH, jackets at 3000 DH, coats between 4000 and 5,500 DH.
Fittings by appointment, contact via DM

3/ Ladraa – Mouad Ladraa

Mouad Ladraa, who has been drawing dresses since his early childhood, always wanted to create clothes. For his parents, it’s out of the question, and the young man, under family pressure, went on to study interior architecture. However, he did not lose sight of his first passion and saved his money to launch his first collection, which he presented at a fashion show at the French Institute in 2019. Today, he has opened his own creative workshop, where he presents both his collections of women’s and men’s ready-to-wear and receives clients wishing to modify some of their pieces. In his latest capsule collection, Rebirth, presented at Galerie A2 on June 21, he explores the evolution of the Moroccan wardrobe by reinterpreting three flagship caftans (khrib, dfina, lkbira). His goal? To make them more functional and adapt them to the daily lives of today’s women. The caftan then departs from  its traditional ceremonial function to transform into a dress, jacket, or shirt that can be easily worn on the street. Floral prints, punk spirit, brocade reappropriation… The expression “between tradition and modernity” makes perfect sense here.

Ladraa
Price: Pieces from the Rebirth collection between 2000 and 2500 DH

Source : Lagertha