The night wasn’t just about fashion; it was also an electrifying celebration of Lamjarred’s musical legacy.
Marrakech – When Saad Lamjarred and Issam Wachma come together, you can be sure that the result is anything but ordinary.
The duo made waves yesterday as they unveiled their highly anticipated collaborative brand — SW — in an unforgettable fashion showcase at Casablanca’s iconic Sacred Heart Cathedral.
The venue, steeped in history, transformed into a dynamic stage for fashion, music, and art — the perfect setting for the debut of a bold new vision.
The red carpet was rolled out and the Sacred Heart Cathedral became a living, breathing entity, buzzing with excitement as Lamjarred and Wachma revealed SW to an eager crowd.
Models took to the cathedral’s grand interior, showcasing an eclectic collection that redefined contemporary elegance.
From sleek jeans paired with sharp tailoring to vibrant mustard hues and understated grey and black suits, SW’s debut collection struck a balance between boldness and timeless sophistication.
The designs, with their fresh takes on modern menswear, gave a nod to classic styles while pushing the envelope of what fashion can represent.
Each piece was a reflection of the co-founders’ shared passion for creativity and quality — a perfect blend of Saad’s musical flair and Issam’s design expertise.
The night got better when Saad Lamjarred took to the stage during the event, filling the cathedral with the sounds of his greatest hits.
Songs like “Mal Hbibi Malo,” “Ghazali,” and “Enty” resonated through the historic venue, reminding the audience why Lamjarred continues to reign as one of the most dynamic and beloved figures in the Arab music scene.
For Lamjarred, it was a full-circle moment — merging his musical roots with his creative ambitions in the fashion world.
His performance was a seamless blend of music and fashion, perfectly complementing the vision of SW.
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A father’s pride
Amid the glamour of the event, one moment stood out as particularly heartfelt.
Saad Lamjarred’s father, the renowned artist Bachir Abdou, expressed his pride in his son’s achievements.
“I am very happy with the achievement that Saad has reached and the things he is doing artistically and creatively,” he told MWN Lifestyle.
“As his father, I am proud of him, and so is his entire family.”
Bachir’s words were a powerful reminder of the unwavering support that Saad has received from his family throughout his career.
The debut of SW was more than just a fashion event — it was a celebration of Saad’s artistic journey, one that blends music, design, and passion.
“It’s about art,” Bachir continued to MWN. “An artist should do everything that brings happiness to people, and Saad, God bless him, is talented in many things that are artistically and creatively connected to him.”
The launch of SW marks a new chapter for Saad Lamjarred, and the buzz around the event shows that it’s only the beginning.
I’m sure fashion lovers and fans alike are eagerly waiting to see what comes next from this dynamic duo.
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