March 2nd marks Morocco’s Independence Day, a celebration of the nation’s liberation and the enduring spirit of its people. Beyond political freedom, it’s a day to honour Morocco’s rich cultural heritage, including its thriving arts and fashion scene. Today, Moroccan fashion blends traditional craftsmanship with contemporary design, making it a unique voice in the global fashion world and contributing to the rise of African fashion on the global stage.
Morocco’s journey to independence is a story of resilience and unity. After years of struggle, the nation’s determination led to victory in 1956, marking the start of a new era of sovereignty. As we celebrate this historic day, let’s honour Morocco’s thriving culture, especially its fashion scene, where tradition meets innovation. The fusion of ancient craftsmanship and modern aesthetics continues to captivate the world, setting Moroccan design apart on the global stage.
ADJOAA is proud to highlight Morocco’s rich cultural heritage and innovative designs, celebrating African artisanship and sustainable fashion practices.
Happy 69th Independence Day to Morocco!
(Photo Courtesy of Pettitts Travel)
A Fusion of Past and Present
As Morocco’s independence paved the way for cultural freedom, Moroccan fashion has blossomed, with designers combining traditional elements with modern aesthetics. Today, Morocco is home to a vibrant fashion scene that celebrates its artistic heritage while embracing global trends. Some noteworthy fashion brands and designers leading this modern fusion of fashion include:
ZINEB HAZIM
Zineb Hazim is a Moroccan fashion brand that merges traditional Islamic fashion with contemporary aesthetics. Founded by designer Zineb Hazim, the brand offers elegant, modest wear—from abayas to denim—tailored for modern Muslim women. With sustainability at its core, the brand repurposes fabrics to create unique, eco-conscious designs. Infused with Moroccan heritage, Zineb Hazim’s pieces empower women to embrace faith and fashion seamlessly. As part of ADJOAA’s curated collection, Zineb Hazim continues to champion diversity and inclusivity in fashion.
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Shop Zineb Hazim’s The Abaya Street Contour Set (ASC-4) |
Shop Zineb Hazim’s Abaya Overcoat |
ZYNE
Zyne reimagines the traditional Moroccan babouche slipper, blending centuries of craftsmanship with modern elegance. Founded by Zineb Britel, a graduate of Esmod Paris and Central Saint Martins, the brand celebrates Moroccan heritage while supporting local women through cooperative craftsmanship. Zyne’s handmade babouches combine comfort, style, and versatility, making them perfect for any occasion while embodying Morocco’s adventurous spirit and timeless traditions.
Check out their Instagram @zyneofficial
MAISONARTC
Maison ARTC, founded by self-taught designer Artsi Ifrach, blends fashion, art, and craftsmanship in Marrakech. The brand repurposes vintage garments, creating experimental, bold designs that merge tradition with modernity. Winner of the 2022 FTA Awards, Artsi’s collections explore identity and self-expression. His collaborations, like The Bright Side with photographer Azim Haidaryan, fuse North African culture with Western influences, inspiring emotional connections through each piece.
MARRAKSHI LIFE
Founded in 2013 by Randall Bachner and Nicholas Minucciani, promotes sustainable, gender-neutral fashion. The brand’s atelier in Marrakech uses hand-woven fabrics from a team of 40 artisans, focusing on zero waste and made-to-order practices. Marrakshi Life combines traditional Moroccan weaving with modern design, creating stylish, contemporary pieces that celebrate heritage and craftsmanship while staying true to sustainability and innovative aesthetics.
Check out their Instagram @marrakshi.life
RHITA SEBTI
Rhita Sebti reimagines the classic Moroccan babouche with a modern twist, blending tradition with contemporary design. Handcrafted in Casablanca, each pair reflects Moroccan heritage while offering comfort and elegance. Featuring unique styles like wedge babouches and crystal-encrusted designs, Rhita Sebti shoes celebrate Berber culture and artistry. As a brand partner of ADJOAA, Rhita Sebti brings handcrafted luxury to fashion-forward individuals seeking a fusion of tradition and modernity.
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Shop Rhita Sebti’s Lily Black Suede Knotted Mule |
Shop Rhita Sebti’s Maria II Red Tanned Lame Mule |
AMINE BENDRIOUICH
Amine Bendriouich’s fashion label fuses Moroccan cultural heritage with urban aesthetics and pop authenticity. Known for unisex designs and bold storytelling, his collections have gained global recognition in cities like Paris, New York, and London. A creative force beyond fashion, Bendriouich collaborates with musicians, artists, and cultural movements, continuously redefining contemporary Moroccan style.
Check out their Instagram @welcometodakingdom
KARIM ADDUCHI
Karim Adduchi is a Moroccan designer and illustrator known for blending Arab and Western cultures in his fashion. From opening Amsterdam Fashion Week to showcasing at Paris Fashion Week, his work highlights Moroccan heritage while supporting migrant artisans through the World Makers Foundation. Recognised by Forbes and the Amsterdam Culture Business Award, Adduchi’s designs redefine storytelling through fashion.
Check out his Instagram @karimadduchi
ANYK
Founded by Yassmine, ANYK merges Moroccan shoemaking heritage with contemporary elegance. Inspired by her father, a master artisan, she reinvents traditional craftsmanship with a modern aesthetic. Named after the Arabic word for “elegant,” ANYK embodies confidence, authenticity, and refined style. From statement heels to effortless sandals, each design tells a story of heritage and innovation, celebrating diverse expressions of femininity.
Check out their website
MAISON SARA CHRAÏBI
Moroccan designer and architect Sara Chraïbi blends heritage craftsmanship with contemporary haute couture. After studying architecture, she founded her couture house in 2014, revitalising Moroccan techniques with modern elegance. In 2022, she joined the French Federation of Haute Couture and Fashion, presenting at Paris Haute Couture Week. Her Spring 2024 collection at Dubai Fashion Week reinforced her commitment to Arab and Muslim identity on the global stage.
Check out their Instagram @maisonsarachraibi
HAMIMI
Hamimi, a Marrakech-based brand by siblings Rebecca and Alex, celebrates Moroccan craftsmanship through handcrafted jewellery, bags, and home décor. Blending tradition with a contemporary touch, Hamimi values human connection, creative expression, and the beauty of imperfection. Each piece reflects Morocco’s vibrant and eclectic spirit, including time-honoured artisanal skills while embracing modern design.
Check out their Instagram @hamimi_living
BENCHELLAL
Dutch-Moroccan couturier Mohamed Benchellal launched his label in 2015, pioneering sustainable fashion with deadstock materials. His evening wear blends sculptural cuts with sleek silhouettes, occasionally nodding to Moroccan craftsmanship. Worn by Sharon Stone, Billy Porter, and Alicia Keys, his designs have gained international acclaim. Awards include the 2020 Vogue Arabia Fashion Prize, Fashion Trust Arabia’s evening-wear prize in 2021, and Designer of the Year at the 2022 Emigala Fashion Awards.
Check out their Instagram @benchellal
HANAN SHARIFA
New York-based designer Hanan Sharifa creates garments that evoke dreamlike beauty and inner strength. Photography and performance enrich her work, merging fashion with storytelling. As a Moroccan American, she incorporates Arabic script, particularly ‘Hanan’ (meaning ‘tender’), to challenge English as a global norm and foster shared human empathy. Her creations exist at the intersection of the romantic and the spiritual, offering an immersive fashion experience.
Check out their Instagram @hanansharifa
BOUGROUG
Bougroug blends Morocco’s bohemian spirit with Scandinavian functionality, crafting handmade leather goods, accessories, and home décor. Each piece, made by artisans using ancestral techniques, merges tradition with modern design. Dedicated to sustainability, diversity, and identity, Bougroug champions inclusivity in fashion. Founder Anwar Bougroug was recognised on the Forbes Africa 30 Under 30 list in 2020.
Check out their Instagram @bougroug
NADIA CHELLAOUI – CASABLANCA
Founder Nadia Chellaoui represents a fusion of modern art and traditional Moroccan craftsmanship through her handcrafted bags. Inspired by her childhood and iconic artists like Modigliani and Picasso, her designs feature vibrant, geometric faces that symbolise self-expression and freedom. Each bag is meticulously made by women artisans, combining cultural heritage with contemporary aesthetics. Through her brand, Chellaoui celebrates femininity, creativity, and the strength of Moroccan craftsmanship.
Check out their Instagram @nadiachellaouiofficial
DIHYAN JEWELLERY
Founded in 2020, Dihyan quickly rose to prominence, becoming a finalist at the Fashion Trust Arabia awards in Doha. This led to a collaboration with Casablanca’s Charaf Tajer for Men’s Fashion Week FW23, where designer Youssra Nichane created pieces inspired by Moroccan heritage, including the chmar, a traditional jewel for caftan sleeves. The collection received high praise—even rumoured admiration from Naomi Campbell.
Check out their Instagram @dihyanjewelry
USTA
Ustra was founded in 2018 by Mryem, driven by her love of yoga and a vision to create eco-friendly, stylish, and functional sportswear. Recognising the need for versatile pieces, the brand embraces sustainability through local Moroccan production and transparent practices. Ustra’s mission is to empower individuals with inclusive, high-quality apparel that seamlessly transitions from workouts to daily life while honoring the planet.
Check out their Instagram @ustra_activewear
BOLDDIE
Bolddie, created by Kenza Adyel and Nasma Riah, brings a fresh perspective to Moroccan sportswear by blending athletic performance with everyday style. Inspired by tennis, padel, yoga, and running, their designs prioritise comfort, functionality, and aesthetics. Entirely designed and produced in Morocco, Bolddie champions local craftsmanship while redefining activewear with a unique Moroccan touch. Their vision is to merge fashion and sport, empowering individuals to move with confidence and style.
Check out their Instagram @bolddieofficial
A Celebration Beyond Borders
Morocco’s Independence Day is more than a celebration of political freedom—it’s a testament to the strength of Moroccan culture and its continued evolution. The fusion of traditional and modern elements in fashion reflects how the country honours its roots while embracing change. On this Independence Day, we celebrate not only Morocco’s freedom but also its rich contributions to art, fashion, and culture.
About The Author: Crystal Tan is a marketing and communication intern at ADJOAA, pursuing a bachelor’s in Global Management at Thunderbird School of Global Management, ASU.
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