The fashion industry in North Africa is experiencing rapid growth, akin to a renaissance, with a thriving hub of talented young designers, manufacturers, and retailers making significant impacts both regionally and globally.
A defining feature of contemporary North African fashion is the innovative use of traditional fabrics and designs. This is evident in the global popularity of Moroccan and Tunisian traditional garments such as the djellaba, kaftan, and babouche shoes. Although these designs and fabrics have deep historical roots, their modernization to align with contemporary fashion trends is the result of the collective and creative efforts of many North African fashion designers.
One thing though: North African Designers often have to contend with cultural stereotypes and misconceptions about North African fashion. Breaking into the global market has required them not to only showcase their designs but also to educate audiences via storytelling, about the diversity and realities of Northern Africa.
Ahead are some of the young designers who are shining a spotlight on fashion in North Africa.
North African Designer: Amina Muaddi
Amina Muaddi, primarily known for her luxurious footwear, is a prominent figure in the fashion world. Her designs stand out for their bold aesthetics and innovative use of materials.
Muaddi’s shoes have been worn by numerous celebrities, further solidifying her influence in the global fashion scene. For example, Rihanna attended the 2024 Dior Haute Couture show in Paris wearing Muaddi’s Kim pumps, and Beyoncé wore the Yigit pumps at the 2024 Recording Academy Awards.
North African Designer: Amine Bendriouich
Based in Marrakech, North African designer Amine Bendriouich puts a unisex spin on Moroccan dressing. Initially designing clothes for girls, Bendriouich’s approach is driven by a personal desire to wear everything he creates, rather than focusing solely on marketing.
Since starting his line in 2008, he has become part of a new generation of Moroccan thinkers and creators. While Bendriouich’s eccentric style may not appeal to everyone, it’s reassuring to know that it’s accessible to everyone.
North African Designer: Yassine Morabite
Morocco’s Yassine Morabite creates high-end streetwear with a touch of traditional craftsmanship, standing out against fast fashion. Since childhood, he has been passionate about drawing and designing.
His work brings him joy and fulfillment, blending strong hand-drawn portraits with unique fashion experiments, and gaining global attention. The namesake brand extends from his boutique in Jemaa El Fna to fashion hubs like Paris, London, and Dubai. Morabite is part of a new wave of African artists showcasing the continent’s creative talent to the world, highlighting his deep connection to Moroccan culture and heritage.
North African Designer: Selma Benomar
Morocco’s Yassine Morabite creates high-end streetwear with a touch of traditional craftsmanship, standing out against fast fashion. Since childhood, he has been passionate about drawing and designing.
Morabite’s work, which brings him joy and fulfillment, blends strong hand-drawn portraits with unique fashion experiments, gaining global attention.
His namesake brand extends from his boutique in Jemaa El Fna to fashion hubs like Paris, London, and Dubai. Morabite is part of a new wave of African artists showcasing the continent’s creative talent to the world, highlighting his deep connection to Moroccan culture and heritage.
North African Designer: Zineb Britel
Moroccan fashion designer Zineb, the co-founder and creative force behind the footwear brand, Zyne. Zyne has become synonymous with modern, sophisticated Moroccan footwear that celebrates traditional craftsmanship.
Zineb is known for her innovative designs that put a contemporary twist on traditional Moroccan footwear. If you’ve ever seen Moroccan babouche slippers, you’ll easily recognize Zyne’s unique style. Zyne uses natural materials like leather, silk, and wool to create handcrafted Moroccan babouche slippers.
North African Designer: Fadila El Gadi
Haute couture designer Fadila El Gadi has dedicated her career to preserving and showcasing Morocco’s embroidery styles. Her designs, often made from materials like silk velvet, cashmere, or cotton, always feature Moroccan handmade embroidery.
Known locally as Tarz, these embroidery styles come from places like Fès, Meknes, Tetouan, and El Gadi’s hometown, Salé. Fadila El Gadi has also opened a school in Salé to teach underprivileged children the ‘dying art’ of embroidery.
After graduating from a fashion design school in Rabat, she returned to her hometown to fulfill her dream of keeping this tradition alive. Opening the school was both her dream and a necessity to preserve the rich embroidery heritage of Morocco.
North African Designer: Faiza Bouguessa
In 2014, Faiza Bouguessa launched her eponymous brand, BOUGUESSA. She’s an Algerian fashion designer known for her modern and minimalist style.
Bouguessa was born in Algeria and raised in the United Arab Emirates. She studied fashion design at the École Supérieure des Arts et Techniques de la Mode (ESMOD) in Dubai. Her designs are characterized by clean lines, muted colors, and luxurious fabrics like silk, wool, and cashmere. She often incorporates traditional Middle Eastern motifs and techniques, creating a unique blend of modern and traditional elements.
Photo: Instagram.com/bouguessa
