Rabat – Moroccan fashion is increasingly finding its place beyond traditional silhouettes, with designers bringing the country’s craftsmanship, identity and cultural references into contemporary fashion.
Together, they reflect the growing diversity of Morocco’s fashion scene, where traditional craftsmanship meets contemporary design and new creative voices.
Charaf Tajer
Charaf Tajer, founder and creative director of Paris-based label Casablanca, has built an international fashion brand around a mix of luxury, leisurewear, and cultural references.
The designer continues to expand Casablanca’s global presence, with the brand’s Resort 2026 collection turning its attention to Los Angeles.
According to Casablanca, the collection was inspired by Tajer’s long-standing connection to the city and followed the opening of the brand’s first US store on Santa Monica Boulevard.
The Resort 2026 collection combines tailored pieces, coordinated sets, and sporty details with silk shirts featuring gradient colours and surreal floral motifs.
Hanan Sharifa
Hanan Sharifa, a Moroccan-American artist and clothing designer, approaches fashion through the intersection of clothing and art.
Her work focuses on femininity and the idea of garments as spaces for ritual, tenderness, and personal expression, according to her official biography.
Her latest Respite Spring/Summer 2026 collection is particularly connected to Morocco.
Sharifa says the collection reflects her time living, researching, and designing in Morocco, exploring what it means to physically and spiritually return to a place connected to ancestral memory.
She also spent time developing the collection and beginning production in Morocco.
Amine Bendriouich
Amine Bendriouich has long stood out for his unconventional approach to Moroccan fashion.
Based in Casablanca, the designer founded his eponymous label after studying fashion at ESMOD Tunis.
His brand, Amine Bendriouich – Couture and Bullshit, is known for its cheeky approach to fashion and society, as well as its unisex and avant-garde collections.
Bendriouich’s work has also attracted international attention.
Vogue described Bendriouich’s style as colorful and eclectic, noting that much of what he wears and designs disregards gender.
The publication also highlighted his deep Moroccan roots and gender-inclusive approach to fashion.
Zineb Britel and Laura Pujol, the founders of Moroccan footwear label ZYNE, have built their brand around one of Morocco’s most recognisable traditional shoes: the babouche.
The duo launched ZYNE in 2016 with the goal of bringing the traditional Moroccan footwear and its craftsmanship into a contemporary setting.
The brand places Moroccan craftsmanship at the centre of its identity.
Each pair is handmade by a cooperative supporting local women, helping create opportunities and strengthen livelihoods within the community.
Fashion Trust Arabia describes Britel as a Casablanca-based Moroccan designer whose mission is to give the ancestral babouche a modern interpretation.
Karim Adduchi
Karim Adduchi has developed an international fashion practice shaped by questions of identity, heritage and belonging.
Born in Imzouren, Morocco, and raised in Spain, Karim Adduchi draws on his Moroccan and Amazigh heritage, personal experiences, and traditional craftsmanship in his fashion work.
This year, Adduchi’s work was featured in “Reflections on Fashion,” a major exhibition at Kunstmuseum Den Haag marking 75 years of the museum’s fashion collection.
The exhibition runs from July 4, to January 3, 2027, and presents his work alongside designs by names including Iris van Herpen, Chanel, Dior and Viktor & Rolf.
His work is being presented alongside pieces by major names including Chanel, Dior, Iris van Herpen, Givenchy and Viktor & Rolf. The exhibition runs from July 4, 2026, to January 3, 2027.
His inclusion places a contemporary designer with Moroccan roots within a major institutional fashion collection, highlighting the growing space for diverse cultural perspectives within international fashion exhibitions.
Salma & Zineb Berrada
Sisters Salma and Zineb Berrada are the designers behind THROB, an emerging Moroccan fashion label that gained recognition through the M’OTION NextGen competition.
The sisters were named winners of the competition’s inaugural edition, earning the opportunity to present their collection as part of the M’OTION programme.
Their win positioned THROB among Morocco’s emerging fashion talents and gave the young label a platform to showcase its work to a wider audience.
