Fashion was always a big thing for me since a young age, mainly because my family had a terrible fashion sense! I used to have to make them change very often, that's how my passion started. After that, they started asking me to style them. Then the next thing you know, i was moving from Morocco to Leicester at 15 to study fashion design.
As a Moroccan and British designer many of my inspirations come from a mix of the two different cultures and places. My designs are always quite technical and complicated as my aim is to reduce waste by making outfits that become multiple garments. They are practical, durable and transformable so therefore buying an outfit like this would last you for years as it can also become many more garments and fit many seasons.
Many of my inspiration comes from a mix of my cultures and places i have lived in. Morocco inspires me to use bold colours, crazy prints but also reminds me of home and comfort whilst England and France inspire the structure and rigidness but also that sombre aesthetic. Being a technical designer, garments such as tailored or workwear really inspire me, as the techniques used to construct them are made to last a long time but also fit really well, making them durable and practical.
Inspiration comes from everyday life, lockdown was a great inspiration for me as everyone was in the same situation and our outlook on life had completely changed since our freedom was stripped away from us. I felt stuck in the in-between as I and most people were working from home and didn't know what to wear to or do. The only thing that helped was being able to go outside, that sense of seeking freedom whilst being contained.
This collection is all about pushing boundaries and seeking freedom in a contained society. My muse is a person that doesn't want to be limited by the gender stereotypes in fashion, It's all about your individual style. That why my garment transforms into many more outfits, you have the freedom to style and reconstruct it in the way that represents you the most. Creating that freedom of expression thought my designs.