Lifestyle
3.20.2023
Zoubida, the joyful and colorful fashion label inspired by Moroccan craftsmanship
Drawing from its roots, reinventing the codes and revealing the beautiful. This is how we could describe the work of Sophia Kacimi, Franco-Moroccan designer of the label Zoubida. A ready-to-wear brand based in London, which expresses itself in the colors of the Maghreb crafts. The desire behind this project? To pay tribute to her Arab origins and to advocate the values of “slow fashion”.
Between Moroccan identity and contemporary touch
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After having passed through the prestigious Houses of Givenchy, Chanel, and Alexander McQueens, Sophia Kacimi decided to create her own label: Zoubida. This name evokes a woman, but for the designer, it is above all a philosophy. That of taking life as it comes and laughing at its worries. An optimistic way of life that she takes from her Moroccan origins, from the time spent with her family between Marrakech and Casablanca. During her travels in Morocco, the young woman is inspired by the artisans she meets and goes even further, collaborating directly with them.
It is from local textiles that Sophia Kacimi makes her pieces. Her favorite fabric? Tlamt. While it traditionally covers Moroccan living rooms, here it gives life to skirts, bombers, and coats. Between graphic patterns, vibrant colors, and texture games, Zoubida’s pieces promise an ultra-sharp look!
Slow fashion
The creations are available in very limited editions and are part of an eco-responsible approach. Each piece – whose fabrics come from dead stocks – is hand-sewn and mobilizes the know-how of local craftsmen in Rabat. It is not a simple garment, but a work of art that is proudly displayed. The flagship pieces of the collection? The oversized Habiba coat, the pink Kenza bomber, the emerald Chiki midi skirt or the Jamaâl kaftan. And last but not least, all the pieces are unisex.
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