Oubaich marrakech

Born in the serene rural landscapes of Southern Morocco, within the heart of Berber territory, my humble beginnings laid the foundation for my deep-rooted love for fashion. While still a child, my family and I relocated to Agadir, where my passion for fashion blossomed, forming a clear vision of the path I yearned to follow.

After high school, there was no looking back. I dove headfirst into fashion school and made my initial foray into the industry as a sales attendant. Upon graduating in 2008, I seized an opportunity at the rising local brand, MAX & JAN. Here, I climbed the ranks, evolving into the Head Stylist and Chef d'Atelier.

Desiring to express myself freely and authentically, I eventually took the bold step of leaving my position to launch my own brand. My first collection, the Spring/Summer 2020 line, was revealed just as the world was about to change dramatically. Despite challenging circumstances, I persevered through the hardest parts of those tumultuous times, even when I was compelled to lay off my workforce.

In May 2022, I embarked on a new journey, under a new brand name, backed by both a physical and online store, a sewing workshop, a hand embroidery unit, and a dedicated team of 32 employees. My Spring/Summer 2023 collection launched successfully in April, and I haven't stopped since.

Currently, I am hard at work crafting the upcoming Fall/Winter collection, while simultaneously launching an exquisite haute couture line, and an exciting men's collection. My story continues to be written, one design at a time, inspired by my past, shaped by my passion, and driven by my dedication to expressing the unique and diverse voices of fashion.