Yarakech is a brand inspired by the designer’s daughter, Yara, and the enduring spirit of Marrakech, a world of colour, craft, and warm cultural depth. With a love for the bold femininity of the ’70s and ’80s, the label reinterprets vintage glamour through a Moroccan lens, balancing heritage with contemporary refinement.
Created in close collaboration with Moroccan artisans and artisan associations that help safeguard traditional attire, each piece is made with patience and precision, often taking weeks, and sometimes months, to complete. We spoke with Yarakech about the story behind the name, the role of Marrakech in shaping each collection, and the craftsmanship that brings the vision to life.
What inspired the creation of Yarakech?
Yarakech was born from a deep emotional connection to heritage, femininity, and timeless elegance. The name itself carries my heart — inspired by my daughter Yara and the soul of Marrakech. I wanted to create a brand that celebrates eternal luxury with a modern vision, where tradition meets contemporary refinement.
How do Marrakech and your daughter Yara shape your design vision?
Marrakech shapes the spirit of Yarakech — its colors, architecture, craftsmanship, and warm cultural depth influence every collection. The richness of terracotta walls, intricate zellige patterns, and golden sunsets often translate into my palettes and embroidery details.
Yara, on the other hand, represents purity, softness, and the future. She inspires me to design with emotion and intention — creating pieces that feel both powerful and graceful, rooted in heritage yet designed for the next generation.
How do you weave ’70s and ’80s influences into your collections?
I am drawn to the bold glamour and femininity of the ’70s and ’80s — strong silhouettes, fluid draping, statement sleeves, and confident elegance. I reinterpret these decades through a Moroccan lens, combining vintage-inspired cuts with traditional fabrics, embroidery, and artisanal finishing to create something nostalgic yet timeless.
What role do Moroccan artisans and their associations play in your process?
Moroccan artisans are at the heart of Yarakech. Their craftsmanship preserves centuries of savoir-faire — from hand embroidery to intricate finishing techniques. Working with them is not only about production, but about honoring heritage and supporting artisan communities and associations. Their hands give life and authenticity to every garment.
What has been a defining moment in Yarakech’s journey so far?
A defining moment has been seeing Yarakech showcased in London within such refined spaces and international settings. It was a powerful affirmation that our cultural heritage can stand proudly on a global stage — and that authenticity, when crafted with care, resonates beyond borders.