El Fenn

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Fashion Stores in Marrakech

Marrakech has come a long way in the fashion stakes since hippies roamed the streets in kaftans, beads and leather sandals. While there’s still plenty of that to be found, foreign designers who’ve made Marrakech their home have bought a contemporary aesthetic to the table, while seeking out local craftsmen and women to create unique garments that make statement.


Norya Ayron

After years in a pint-sized walk-up above the cool, green oasis that is Le Jardin in the medina, Algerian designer Norya finally moved into her bright and breezy flagship in downtown Gueliz at the start of 2020. Known for her colourful loose-fitting kaftans here the designer is expanding her brand into jumpsuits, kimonos and coats. She designs her own fabrics and cuts patterns by hand to create a one-of-a-kind collection – no two items are exactly the same – which has won her the hearts of celebs from Kate Moss to Sandra Oh. Read our 5 minute interview with Norya here.

Marrakshi Life

Conceived by former New York fashion photographer Randall Bachner, Marrakshi Life began with a couple of weavers and their looms in the medina and has now expanded into an aircraft hangar-sized atelier out near Sidi Ghanem. Bachner is known for his love of stripes and high-quality, natural yarns – linen, cotton, wool – that his all Moroccan team turn into high-level streetwear, among them cultish boiler suits, boxy blazers and his spin on the palazzo pant. 

Maison Art C 

Israeli-Moroccan designer Artsi Ifrach blurs the lines between couture and art. His garments have a sculptural, collectable quality that sets them apart from traditional designer labels. By melding vintage fabrics with traditional dress and contemporary techniques, he draws inspiration from his emotions naming his collections ‘love, don’t know’, or ‘beautiful sadness’ to create theatrical pieces that completely transcend any trend. 


A favourite among visiting celebrities looking for that certain ‘je nais se quoi’. You never quite know what you’ll find in French designer Isabelle Topolina’s little emporium on the edge of the souks, but you can be sure it will turn heads. By reworking vintage fabrics into fun, but elegant one-off pieces with a retro feel her his-and-hers collections range from reversible jackets with loud, clashing linings and lipstick pink corduroy slacks, to fabulously oversized tote bags. 


Kaftan Queen

For a more sophisticated take on the kaftan look no further than British born Sarah Rouch’s elegant reimagining of the classical style. Using noble fabrics like satin and silk, as well as denim and cotton, her range segues easily from daytime casual to evening chic without missing a beat. A wrap dress teamed with flip flops for a day at the pool, can be dressed up with heels for dinner, while her floor-length, satin gandora is the perfect Red City cocktail attire. 

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