In 2018, I embarked on a bold endeavour, venturing into the realm of slow-fashion by establishing my own brand in the vibrant city of Marrakech. I set out to craft a brand rooted in a profound philosophy, one that places our planet and communities on equal footing with financial gain. As the saying goes, „A journey of a thousand miles begins with a single step.“ Despite the business meeting an untimely demise in the wake of the global standstill brought on by the COVID-19 pandemic, I consider myself fortunate to have crossed paths with kindred spirits along this remarkable journey.
The fashion collection was lovingly handcrafted by a group of beautiful, curious, and courageous women, and thoughtfully designed for women who share the same zest for life. être was created in close collaboration with a women’s collaborative of disabled and marginalized women in Marrakech, overcoming numerous challenges. These remarkable women have played a vital role in bringing the collection to life. The challenge lay in transforming all my experience from fast fashion into a sustainable, slow-fashion brand, while ensuring its viability. Through an expansion of the network of talents and the use of sustainable materials, a profound sense of independence was nurtured for the local women.