Rabat – Moroccan caftans are not only treasured traditional garments and timeless pieces of clothing, but are also becoming high fashion pieces attracting Moroccan start-ups. An example of a young Moroccan start-up is “Caftan Lati,” caftan supplier.
Despite having a Bachelor’s degree in Economics and Finance, Nouhaila Faqir, 22, co-founder of the project, finds working on caftans as an opportunity to glorify the heritage of Morocco with creativity and pride.
Today, she continues to excel in the fashion industry amidst the hardships presented by the global pandemic.
The beginnings…
The project first started in 2015 with the rental of caftans in a simple and small store in Rabat. As time passed, Nouhaila became immersed in this domain and focused on improving the startup.
She explained that she began her career in the caftan industry at a young age, as part of her mother’s business.
“Honestly, I have never planned to integrate this project since it was basically my mother’s project, and I only helped her from time to time in some tasks,” Nouhaila Faqir told Morocco World News (MWN).
She related how, due to some personal circumstances, could not pursue her Master’s degree, so she joined Caftan Lati to work on its development, due to her love for the Moroccan caftan and its traditions, in addition to her knowledge of fashion design.
“The Moroccan caftan is a precious heritage that we are so lucky to have, and I’m willing to make many efforts to design and release beautiful models in order to present our Caftan in a classy and modern way,” Nouhaila said.
Caftan Lati’ main goal is to provide beautiful caftans to all its lovers including women and children, “and especially large sizes up to 54, because it is a bit difficult to find them in all caftan suppliers or stores,” she added.
Promoting caftans worldwide
Caftan Lati is a supplier in several countries, including France, Belgium, and Germany.
“Me and my mother are releasing caftans and Tekchitas with different working methods such as embroidery and beading; designing caftans is really enjoyable, although it can be difficult at times,” the co-founder of Caftan Lati said.
Caftan Lati works on both traditional and ‘haute couture’ caftans. Traditional caftans are simple with fewer embellishments than ‘haute couture’ caftans, which are often elaborately embellished with ornate embroidery and precious stones.
“These caftans, made of rich fabrics and highly decorated, typically reflect the wearer’s class and status and are often deemed more valuable,” Nouhaila said.
During the COVID-19 crisis, Caftan Lati’s activity was temporarily halted as the necessary preventive measures to limit the spread of the virus were implemented.
“We faced many problems especially in terms of delivering caftans to our clients, and our work has stopped for nearly 9 months since there were no cultural gatherings or weddings,” Nouhaila highlighted.
Working closely with her clients worldwide, Nouhaila is optimistic about her future endeavors and aims to continue representing Morocco around the world.
Caftan Lati also aims to attract more customers from several other countries in order to promote Moroccan culture and identity worldwide.
Caftan industry in Morocco
In the last 20 years, the fashion caftan industry has exploded in Morocco, and is evolving – “just like Moroccan women,” Nouhaila explained.
According to relevant data, Caftans are part of the booming Moroccan textile sector, which accounts for 30% of the country’s industrial employment and 15% of its exports.
Sharing her journey with MWN, Nouhaila noted that the “Caftan industry in Morocco is not professional enough; there are no sales rules, and it’s an area not sufficiently regulated at the moment.”
Many prominent figures and celebrities have previously lived up to the Moroccan heritage successfully, including Paris Hilton, Elizabeth Taylor, and even Michelle Obama on formal visits as well as at public events.
The popularity of the Moroccan caftan has transcended borders and its beauty is recognized and appreciated all around the world.
Moroccan caftan history
The caftan is deeply rooted in Middle Eastern and North African history. Experts believe it originated from ancient Mesopotamia, and the name comes from the Persian word “Khaftan.” In the Ottoman empire, Sultans wore caftans in the form of robes or tunics with long, loose sleeves and decorative patterns.
The caftan gained popularity throughout the Ottoman empire and variations of the robe became the traditional attire in different parts of the region. Moroccans were not introduced to caftans until the 16th century, when historians believe the Saadi sultan Abd Al Malik presented the garment to the palace.
The garment evolved into a traditional feminine dress, beautifully embroidered, and decorated with jewelry and a matching belt around the waist. Therefore, caftans became a quintessential part of Moroccan culture, typically associated with festivities and symbolizing the epitome of elegance, class, and glamor of the country.
The Moroccan caftan can be divided into four categories: Rbati, Meknassi, Chamali, and Fassi, referring to the regions from which the specific styles originated.
Today, the traditional garment is typically worn for almost any occasion ranging from everyday outfits to weddings, regardless of a person’s status. Various styles of the caftan are made to cater to these events and to the person’s own liking.
Female entrepreneurship in Morocco
Female entrepreneurship remains essential to promote gender equality and women empowerment.
Talking about her experience, Nouhaila told MWN that there is an urgent need to challenge and change the mindset of both men and women in Morocco to boost women entrepreneurship.
“In the future, I’m sure things are going to be better for women, we’re seeing many initiatives headed by women … Even strategic ministers are directed by women, but still, many efforts should be made.”
Morocco’s national Observatory for Human Development (ONDH) 2021 study said “young women make up 76.4% of NEETs (Not in Education, Employment or Training) in Morocco, of which 36.1% come from rural backgrounds”.
54.3% of NEETs are rural housewives with family responsibilities, the report highlighted, putting additional spotlight on the continued plight of women in certain quarters across Morocco.
Although the Moroccan government has taken initiatives to assist young women entrepreneurs by boosting their presence in Morocco’s socio-economic development, many efforts are still needed to improve female empowerment in the country.
