Rabat — Moroccan fashion label Osoul is looking beyond its home base for new creative references while keeping Moroccan craftsmanship at the center of its identity.
This summer, designer Kenza Naguib traveled to New Delhi, where she spent time in ateliers and with local artisans, focusing on fabrics, colour, embroidery and traditional techniques.
The September edition of The Zenith reported that Naguib observed embroiderers working with techniques passed down across generations. The experience is already informing Osoul’s Pre-Fall 2026 direction.
These experiences do not necessarily appear directly in a collection. Instead, they become part of the brand’s wider creative language, influencing how Osoul approaches colour, texture, craftsmanship and detail.
For Osoul, this trip is an ongoing part of its creative process. The team regularly steps outside its own environment to discover other craft traditions and perspectives, bringing that research back into its work.
While Moroccan craftsmanship remains at the heart of Osoul, these encounters allow the brand to explore new influences while staying connected to its roots.
The brand’s official website currently presents the season under the phrase “A New Season, Rooted in Craft.”
Osoul’s Story
Founded by Kenza Naguib Jaidi, Osoul is a Moroccan fashion brand rooted in heritage and modern expression.
Named after the Arabic word for “roots,” the brand combines Moroccan craftsmanship with contemporary silhouettes to create size-free, handcrafted pieces designed for everyday elegance.
Each piece is produced in limited quantities by skilled artisans across Morocco, using luxury fabrics and traditional techniques.
With a focus on slow and ethical fashion, Osoul operates between Morocco and the UAE, creating craft-to-wear collections centred on authenticity, inclusivity and timeless style.
