Rabat – The main event of the third edition of Auto-Moto Morocco Fashion Week (AMMFW) unfolded yesterday at the iconic Conrad Rabat Arzana, transforming Rabat into a rare intersection of fashion, automotive heritage, and international diplomacy.
This year’s edition brought together royals, ambassadors, designers, and cultural figures from across the world, reinforcing AMMFW’s position as a platform where industries and identities converge.
At the core of the edition, automotive heritage took center stage through a rare collaboration with Ford Motor Company, Ford Morocco, and Autohall.
A curated selection of Ford vehicles spanning from the 1960s to today traced the evolution of design and engineering, featuring rare collector pieces and models linked to global history.
Among them was a vehicle identical to the one used by John F. Kennedy, showing Ford’s long-standing cultural footprint.
Some of the vehicles on display were also part of the prestigious collection of Hamad bin Hamdan Al Nahyan, adding an exceptional dimension to the exhibition and reinforcing the event’s focus on rare automotive heritage.
The event was further enriched by a King’s Road crew motorcycle presentation and a special award ceremony that extended the event beyond fashion into a broader cultural platform.
A royal event for the royalties of the industry
The event welcomed a distinguished guest list, including Sheikh Hamad bin Hamdan Al Nahyan, former Ambassador of Morocco to Serbia Amine Belhaj and his wife, fashion icon Vivia Ferragamo, businesswoman Khadija Azbane, and Shakilla K. Umutoni, Rwanda’s ambassador to Morocco.
It also brought together Moroccan screenwriter Bouchra Malak, Swedish ambassador to Morocco Fredrika Ornbrant, football icon Abderrazak Khairi, diplomat Farida Jaïdi, and Jean Pittion, general director of Conrad Rabat Arzana.
A defining moment of the evening was a tribute to Sheikh Hamad bin Hamdan Al Nahyan, presented by Belhaj, in recognition of his influence and legacy within the automotive world and his renowned private car collection.
The night also featured a series of distinctions of honor celebrating Moroccan and international figures across sport, culture, and social life.
Azbane was recognized as a great Moroccan pride. The distinction was presented to her by K. Umutoni, in recognition of her contribution and symbolic presence within the national landscape.
Malak was honoured as well, celebrating her work as a leading Moroccan screenwriter and director. Her award was presented by Ornbrant, in recognition of her creative impact.
Khairi was also honored during the ceremony, receiving his distinction from Azbane, in a moment that paid tribute to his legacy in Moroccan football.
Jaïdi, founder of Association “EWA,” was celebrated as well for her influence in diplomacy and social engagement. Her distinction was presented by Abdelaziz Benamour, founder of Benson Shoes.
Faces behind Auto-Moto Morocco Fashion Week
Speaking to MWN Lifestyle on the concept of the event, founder Imane Belmkaddem described AMMFW as a deliberate fusion of two worlds rarely seen together.
Belmkaddem emphasized that the platform is built on the idea of “mixing cars and fashion,” turning automotive design into a cultural and creative narrative rather than a static display.
The fashion program unfolded alongside this automotive showcase, featuring collections by Italian designer Franco Puppato, Spanish designer Inma Linares, and Swedish designer Goran Alfredson.
Maison Fatim also presented a collection deeply rooted in Moroccan identity.
Operation & Brand Manager, Aya Idrissi, described the collection as a continuation of storytelling through design, focusing on the evolution of the caftan as both heritage and contemporary expression.
Also speaking to MWN Lifestyle, she said that each piece is treated as an artwork, reflecting timeless elegance through reimagined tradition.
Puppato pointed to the energy of the evening, describing Rabat as a place of “great vitality” and praising the organization of the event.
He emphasized the importance of craftsmanship, stating that it must remain alive through detail, innovation, and constant evolution.
Italian model Massimo Gradini, walking in Puppato’s collection, shared his first impression of Morocco, praising the atmosphere and hospitality while highlighting the elegance of Italian tailoring brought to the runway.
He told MWN Lifestyle about his long-standing collaboration with the designer and their shared global creative journey.
From her end, Model Maimouna Malak also reflected on her participation, describing the experience as an honour and emphasizing the international nature of the runway, which brought together designers from Italy, Spain, and Sweden under one concept curated by Imane Belmkaddem.
Adios AMMFW…
Closing this edition, AMMFW 2026 positioned itself as more than a fashion week.
It became a cultural intersection where automotive history, haute couture, diplomacy, and heritage intertwined, turning the runway into a living archive of design, identity, and global dialogue.
