Rabat — Moroccan designer Imane Belmkaddem brought her “Eyes of Women” collection to the heart of Vieste, Italy, where she presented the pieces at the historic Castello Svevo di Vieste in the presence of local officials, the city’s mayor, and figures from the international fashion scene.
The presentation came at the invitation of Italian authorities, with Belmkaddem representing Morocco alongside designers from different countries.
The showcase marked another step in the collection’s international journey, bringing together fashion, visual art, and Moroccan cultural heritage.
Created in collaboration with Moroccan painter Fatima El Hajjaji, “Eyes of Women” transforms elements of the artist’s work into wearable pieces. The collection draws inspiration from Moroccan women and explores themes of identity, freedom and emancipation through fashion.
Where art meets Moroccan heritage
Traditional Moroccan references, including zellige-inspired patterns, calligraphy, colors and symbolic motifs, appear throughout the collection in contemporary forms.
By transferring El Hajjaji’s paintings onto clothing, Belmkaddem creates a dialogue between the visual arts and fashion while keeping Moroccan heritage at the heart of the designs.
The collaboration also gives a new dimension to El Hajjaji’s artistic work, allowing her visual representations of Moroccan women to move beyond the canvas and become part of a fashion collection.
Through this approach, the Moroccan designer combines contemporary design with elements deeply rooted in Moroccan culture.
From Italy to Romania
The project’s European journey then continued in Romania’s Transylvania, where the collection was presented during a major regional fashion event. The showcase brought together international figures from the creative and fashion industries, with participants and guests from countries including Switzerland, Germany, Italy, and China.
The Romanian presentation followed an invitation from local fashion and tourism institutions, further expanding the collection’s presence beyond Morocco and Italy. It also created space for Moroccan fashion and craftsmanship to connect with international designers and creative professionals from different backgrounds.
With “Eyes of Women” travelling from Italy to Romania and later to Astana, before returning to Morocco for Rabat Fashion Week, Belmkaddem continues to take her vision of Moroccan fashion beyond the country’s borders.
