Rabat – Moroccan fashion brand Atelier Rouge is keen on revolutionizing the clothing and streetwear industry by challenging stereotypes and celebrating Moroccan and African cultural heritage with captivating and stylish designs.
Morocco World News spoke with Atelier Rouge’s founder Farouk El Filahi who shed light on the brand’s vision to shape the future of fashion and art in the region.
Atelier Rouge was born out of El Filahi’s “deep connection to his Moroccan and African roots,” he said, explaining that growing up, he witnessed the stereotypes and misrepresentation surrounding Morocco and Africa within the global fashion industry and media.
“These narrow portrayals failed to capture the richness of the region’s cultural heritage, vibrant artstry, and diverse identities,” he argued.
As a result, El Filahi embarked on a mission to challenge these prevalent stereotypes and redefine the image of Morocco and Africa using fashion, giving birth to Atelier Rouge as a “platform dedicated to showcasing the true essence of the continent.”
Atelier Rouge designs
One of Atelier Rouge’s primary goals is to shape the future of fashion and art in Morocco and Africa by incorporating traditional craftsmanship, techniques, and motifs into contemporary designs.
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Established in 2020, the brand aims to celebrate cultural heritage while empowering local artisans and communities through collaborations and fair trade practices.
El Filahi also spoke of his brand’s commitment to sustainability and ethical practices by using eco-friendly materials and responsible production processes.
Another key goal of Atelier Rouge is to promote creativity by supporting young talents and local designers, as well as providing them with a platform “for their voices to be heard,” he said.
To revive cultural heritage and foster appreciation for it, Atelier Rouge’s founder said his brand extensively researches and explores the cultural heritage of Morocco and Africa, which they incorporate into its designs with the help of local artisans.
Atelier Rouge also places emphasis on preserving traditional craftsmanship and ensuring its continuity. It does so by infusing cultural symbolism and narratives into the designs to create meaningful connections.
Atelier Rouge designs
These approaches allow Atelier Rouge to deliver its vision of creating a fashion brand that “honors and celebrates the rich artistic traditions of Morocco and Africa,” according to El Filahi.
In addition, collaborating with artists has had a profound impact on the brand and the artists involved.
“Rather than actively seeking out artists for promotional purposes, we foster an environment where artists naturally reach out to the brand, driven by their appreciation for what we represent,” El Filahi stressed.
Soon after, these artists become supporters of the brand, which aligns with their own values and artistic vision, he added.
Supporting Morocco and African Entrepreneurship
Beyond its primary mission of promoting African and Moroccan culture and its perception, Atelier Rouge has stressed its commitment to supporting youth entrepreneurship in Morocco and Africa.
The brand’s vision includes implementing various initiatives, including mentorship programs with industry professionals and entrepreneurs, as well as workshops and training sessions on entrepreneurship, El Filahi noted.
It also aims to facilitate networking opportunities and collaborations, as well as launch business incubation programs, with the aim of empowering emerging entrepreneurs and enabling them to grow their businesses.
In addition, the brand offers marketing and promotion of services and products through Atelier Rouge’s platform and network, as well as facilitates access to educational resources and materials.
Atelier Rouge designs
To ensure that Atelier Rouge’s message reaches a wide audience, the brand actively leverages its online presence, targeting influential figures to drive positive change and inspire the younger generation.
Atelier Rouge seeks collaborations and partnerships with renowned artists, designers, activists, and cultural icons, allowing it to select brand ambassadors that would advocate for its values and mission. Moroccan rapper 7ari is among the public figures the brand has partnered with.
Speaking of the brand’s upcoming projects, El Filahi said that Atelier Rouge is “actively engaged in collaborations with international brands that share a similar vision and mission.”
These collaborations reflect a common goal, to “work towards common goals in promoting positive change and celebrating the cultural heritage of Morocco and Africa,” he concluded.
