The Atlas Lions are not the only ones shining abroad; the Moroccan brand is also making its mark. From Paris to New York, and even Nairobi, Moroccan fashion is gradually gaining a prominent place. Here’s proof with these 7 Moroccan creators who are exporting their talent beyond our borders.
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!
