Designer Focus
Designer Focus: Maison ARTC
Was there a particular moment that made you decide you wanted to work in fashion?
I was a ballet dancer for many years, and I was looking for another form of creativity. I found myself creating pieces to fill that creative impulse and I think that was the moment that I decided to work in fashion.
Do you think you have a responsibility as a designer to respond to the social and political issues of our time?
I think in our time fashion is already a political issue considering it is one of the biggest contributors to pollution. As a designer I find it to be so important to talk about these massive issues and strive to create work to help combat it.
In your opinion, what’s the problem with fashion today?
I think the first problem is the fact that fashion is much too fast. I also think that the pieces and garments that we buy are not passing the time; they are fleeting and hardly carry any value.
Has your relationship with clothing changed as you delve into the fashion world?
My relationship with clothing has evolved a lot regarding how I dress, how I shop, and how I create. I have much more respect for the garments and I buy less and instead focus on purchasing items with more valuable.
What do you feel are the most important ingredients in building a brand?
A strong brand DNA and strong creativity.
What excites you the most about the future of fashion?
I'm excited for the revolution that the future will bring when we understand that creativity is stronger than commercial, mass-produced items. I feel like this is actually the essence of both designing and designers, we just need the world to see it too.
How do you balance your creative vision with the harsh realities of the fashion industry?
I do not think about balancing, I just work freely and allow myself to create in a way that feels natural and true.
Tell us any anecdotes about the making of your last collection?
I do no create a collection, I create a story. I try to touch people's emotions through memories by using vintage garments and culture.
How do go about choosing your materials and manufacturers?
Most of my garments are based on vintage fabrics. My research always begins by wandering in flea markets and citing from there. In terms of manufacturing, everything is made in my own atelier in Marrakech.
Tell us a bit about how you run your business.
I run my business from using my foundation of creativity and my intuition. And although it is a business, I do see it more like a passion.
How do you balance economical business practices with creative vision?
I do not think about it, I do not put the stress of money in my creativity.
What’s your take on the advent of commerce via social media?
I think it is a very important tool to show your creativity, and it's instrumental in helping designers find and reach new markets and people.
The bubble of constant consumption makes it so that fast-fashion and trends seem to rule. What’s your opinion on this?
When labels and trends become the sole focus of the industry, creativity suffers. The fashion industry now functions outside of inspiration and instead attempts to brand individuality. It's unauthentic.
What makes a design compelling?
One that is honest, unique, draws from emotion, and is truly creative.
What would be your dream collaboration scenario?
I don't have one. I am already in my dream, collaborating with myself and my people everyday.
