The Moroccan fashion scene is booming, driven by a new generation of designers who are reinventing traditional codes while honoring their rich cultural heritage. These emerging talents bring a contemporary perspective to Moroccan fashion, merging ancestral know-how with innovation.
Sara Chraïbi: The architecture of clothing
Sara Chraïbi (pictured below), an architecture graduate, made her fashion debut in 2012 with her “Architecture Anatomique” collection presented in Paris. In 2014, she returned to Morocco to establish her studio, where she creates pieces that combine architectural structures and textiles.
Her work is an authentic and contemporary interpretation of Moroccan tradition, which has earned her international recognition. In November 2022, she was appointed a guest member of the Fédération de la Haute Couture et de la Mode, and she has since presented her collections at Paris Haute Couture Fashion Week.
Selma Benomar: The modernity of the caftan
Selma Benomar is another rising star in Moroccan fashion. She is known for her kaftan designs that combine tradition and modernity.
His innovative approach to traditional Moroccan clothing has earned him a place among Forbes’ Middle Eastern fashion innovators.
Salma and Zineb Berrada: The promising next generation
Sisters Salma and Zineb Berrada, founders of the THROB brand, embody the new wave of Moroccan designers. Their contemporary vision of Moroccan fashion allowed them to win the M’OTION NextGen competition in April 2024, a competition aimed at promoting the country’s young talents.
Their victory gives them an exceptional showcase at M’OTION, in the heart of M Avenue in Marrakech, confirming their position in the Moroccan fashion industry.
The National Association of Moroccan Fashion Designers (ANCMM)
Founded in 2021, the ANCMM is a non-profit professional association that brings together Moroccan haute couture and ready-to-wear designers. It works to defend the interests of designers and promote Moroccan fashion in its economic and cultural dimensions.
The association highlights traditional know-how while integrating contemporary technologies, thus offering a platform of support and visibility to emerging talents.
Platforms for promoting young talents
Events such as Caftan Week and the M’OTION NextGen competition play a crucial role in highlighting young Moroccan designers. The Caftan Week offers an exceptional showcase for the dynamism of national fashion.
The young talent show, in particular, is recognized as one of the major platforms for discovering and supporting rising stars in Moroccan fashion.
Organized by the Mains Blanches association, Caftan Mazagan is an annual event that celebrates the Moroccan caftan. Born in El Jadida, this event draws on the know-how of local artisans and aims to preserve traditions while highlighting Moroccan designers.
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Labeling Initiatives
Faced with attempts at cultural appropriation, Morocco has taken steps to protect the Moroccan caftan. The Ministry of Tourism, Handicrafts and Social and Solidarity Economy has launched a project to label the Moroccan caftan. Workshops were organized to develop specifications and regulations for the creation of a label and a collective certification mark for the Moroccan caftan.
Conclusion
Moroccan fashion is undergoing a major transformation, driven by emerging local designers who are reinventing the codes while honoring their heritage. Their work helps position Morocco as a key player on the international fashion scene, while supporting the country’s economic and cultural development.
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