Fez: A City of Rich Heritage
Fez is more than a city it’s a living museum of Moroccan artistry and culture. Known as the heart of craftsmanship, its medina is home to artisans who create masterpieces using centuries-old techniques. From intricate brocade weaving to the delicate embroidery of caftans, Fez embodies the soul of Moroccan heritage.
It was here that I met the last remaining brocade artisan, a guardian of an endangered art form. His dedication to preserving this craft despite the challenges inspired me to build a brand that celebrates and sustains Moroccan artistry. For me, Fez represents the roots of my creativity and the foundation of everything I design.
Reimagining Tradition
Growing up, I was always in awe of traditional Moroccan garments. The caftans and jellabas I saw at family gatherings weren’t just clothing they were pieces of history, steeped in meaning and beauty. These garments embodied elegance, pride, and identity.
My brand is about honoring these traditions while reimagining them for today’s world. Each design is a blend of heritage and modernity, made to reflect the grace and individuality of the women who wear them. I aim to make these timeless pieces accessible to women everywhere, while staying true to their cultural essence.
Our Process: From Fez to the World
Every piece starts in Fez. My partner carefully selects the finest fabrics from the medina, ensuring that each material carries the authenticity and quality Moroccan craftsmanship is known for. From there, I design pieces that honor this artistry while appealing to the modern woman.
This process is a journey one that connects past and present, tradition and innovation. It’s about more than creating garments; it’s about preserving the artistry and stories that make them so special.
Preserving Heritage, Empowering Artisans
My mission is rooted in pride for where I come from and a responsibility to protect it. By working with artisans in Fez, I hope to give their crafts the recognition they deserve and empower them to pass these traditions on to future generations.
Every design is a tribute to Fez, to Morocco, and to the beauty of our shared heritage. Together, we can ensure that these traditions not only survive but thrive in a modern world.
The Founder: Najwa
I’m Najwa, a Moroccan-French designer with a deep love for my heritage. Though I grew up between two cultures, my roots were firmly planted in Morocco, especially in the city of Fez.
Every summer, I would return to Fez, immersing myself in its vibrant streets, historic medina, and the beauty of its traditions. It’s a city unlike any other—a place where every corner tells a story, where craftsmanship is not just a skill but an art passed down through generations. Those summers shaped me, connecting me to the richness of my heritage and planting the seed for what would later become my mission.
our feedbacks
Heritage with a contemporary twist.
"I ordered a jellaba as a gift for my sister, and it arrived in Berlin beautifully packaged. She absolutely loved it! It’s not just clothing; it’s a meaningful piece of art."
– Amal R., Berlin
Elegance redefined.
"I bought a jellaba for my daughter’s wedding in Brussels, and it was breathtaking. The fabric, the details, the fit—everything was perfect. It made me proud to showcase Moroccan craftsmanship in such a beautiful way."
– Nadia S., Brussels
Perfect for multicultural celebrations.
"As someone living in Paris with Moroccan heritage, I always struggled to find something that honors my roots while being stylish and contemporary. This brand solved that for me. I’m so impressed by the quality and vision!"
– Imane L., Paris
An unforgettable experience.
"From the design consultation to receiving my order in London, everything was seamless. I wore the caftan to a gala, and everyone kept asking where I got it from. Thank you for making me feel so special!"
– Layla H., London
Incredible craftsmanship, delivered to Europe with ease.
"I was hesitant about ordering from another country, but the process was so smooth, and the final product was even better than the pictures. Truly a brand that values its customers."
– Sarah J., Madrid