ÊTRE

THE STORY

In 2018, I took a leap into the world of slow fashion and founded my own brand in the vibrant city of Marrakech.
The idea was simple yet ambitious: to build a fashion label guided by a deeper philosophy — one that values our planet and local communities as much as commercial success.

What began as a professional project quickly became a deeply personal journey. As the saying goes, a journey of a thousand miles begins with a single step. Although the business was ultimately brought to an early end by the global standstill during the COVID-19 pandemic, the experience remains one of the most meaningful chapters of my creative career. The people I met, the collaborations that emerged, and the shared values that connected us continue to shape how I approach design, responsibility, and entrepreneurship today.

THE OPORTUNITY

The collection was handcrafted in close collaboration with a women’s cooperative of disabled and marginalized artisans in Marrakech — a group of strong, curious, and remarkably resilient women who became the heart of the brand.

My challenge was to translate years of experience in fast fashion into a truly sustainable slow-fashion model: one that balanced ethical production, economic viability, and contemporary design.
Together, we built new workflows, expanded local talent networks, sourced sustainable materials, and established fair production structures that fostered long-term independence and creative ownership for the women involved. The brand was designed for women who share a sense of curiosity, confidence, and joy for life — and who see clothing not only as a product, but as an expression of values.