Can you tell us more about what inspired you to start Zoubida?
I started Zoubida as a way to connect more with my Moroccan roots, but also as a response to how the fashion industry operates. I used to work as a Collection Merchandiser and Strategist for luxury brands, and the industry from inside made me want to create a project at human size, that brings work to people I know. It all started 5 years ago, as a concept of art retreats and workshops in a village in the Atlas, and evolved into a brand during Covid.
How do your background and experiences influence the design aesthetic of Zoubida?
I am not trained as a designer. I studied economics and business development. It was working in strategy for luxury brands for more than 10 years that made me want to create a project in response to it. I realised the impact of the industry on the environment, the excess of production, and the delocalisation it generates.
In terms of aesthetics, I always say that Zoubida is a mix between the two parts of my current identity: Morocco and the UK. Our creations truly combine traditional Moroccan crafts and a London quirkiness that has been a big inspiration since I moved here about 8 years ago (bold colours, clash of prints, genderless wardrobes…)
Could you walk us through your unique creative process when designing new pieces? How do you go about sourcing the materials you use?
I have 2 main starting points: The first one is the materials we use. These fabrics, called Tlamt in darija (Moroccan spoken language) are beautiful textured jacquards, traditionally used to decorate Moroccan salons (sofas, cushions, curtains). I realised that if a shop has 2 to 5m left, it remains unused as to decorate a salon fully you need 20-30m. So all our creations are using end-of-life stock, that we upcycle into one-of-a-kind pieces. All the fabrics are chosen by myself personally or by my family.
The second is the artisans I meet. Regularly, I am being introduced to talented artisans who need economic support as their craft is in decline. If so, I always do my best to think of a fun product we can do together, taking into account their ways of working and tools. For example, last year I met an artisan in Fes who was making belts. As it was a time when dog accessories became a real trend and market, I commissioned him to make ‘tiny belts’ that were actually dog necklaces!