The one they would keep and want to wear.
It was for everyone to transpose this finery on the same neutral garment, sometimes unisex, the shirt.
It is a balance between modernity and tradition: finding their own concepts rooted in their time and materializing it on an embroidered shirt. From research to experimentation, the aim was to make students aware of know-how, to promote their local cultures and to give a glimpse of the potential of craftsmanship in the face of the imperative of industrialization.
A true Moroccan institution, the Fashion Academy has been the result since 2009 of a public/private partnership between the Moroccan Association of Textile and Clothing Industries - "AMITH" - and the Kingdom of Morocco. The school places the company at the heart of its pedagogy to provide creative human resources, capable of meeting the challenge of industrial development.
Created by the pioneer Jamila Mernissi Bouayad in the year 2000, the Itqane association aims to facilitate the professional integration of women, and promote their empowerment through the promotion of traditional trades. It has supported more than 6,000 beneficiaries across Morocco, all of whom are now independent. Jamila knows the most hidden secrets of each point and each region. It is a dynamic encyclopedia of Moroccan embroidery which is committed to perpetuating this know-how by promoting women.