El Fenn

Derb Moullay Abdullah Ben Hussain,
Bab El Ksour,

+212 524 44 1220
[email protected]



We think of the El Fenn boutique as a hub for new talent. Mine Binebine is one of the latest designers to catch our eye.


Where did you grow up?

My parents are Moroccan. My dad is from Marrakech and my mum from Rabat. But I was born in New York and grew up between Paris, New York and Morocco. I did high school in Marrakech for instance, then lived in Los Angeles for several years and moved back to Morocco full-time three years ago. My father is a painter and I grew up surrounded by colour. But the colours of Morocco had also always inspired me so it made sense to come back. 


Did you always want to go into fashion?

I loved fashion when I was a child and would charge my family $1 to watch my ‘shows’. But after making my prom dress, I realised that I wanted a career in fashion. So I submitted my work to the Fashion Institute of Design and Merchandise in LA and got accepted. After graduating, I worked as the creative director for a haute couture lingerie brand. But aged twenty-four, I decided to start my own brand so I did an MBA alongside developing my portfolio. I showed in Los Angeles, San Francisco and San Diego before setting up my atelier in Marrakech after the pandemic. Last year, I was selected as one of five finalists for the African Fashion Up designer of the year programme that was established to recognise contemporary African design. I also showed at New York and Paris fashion weeks.  


Images from Mina’s Online Collection


What’s the signature of your brand Mina Binebine? 

Corsetry because that’s what I know well from working in lingerie. But the fabrics I use are unusual too. I love working with light upholstery fabric because the patterns are fun and also the fabric is good quality and slightly thicker so it can be moulded well. My Spring/Summer 2023 collection for instance features babydoll dresses with corseted fronts, ruffles, pleats and embroidery. There are also pieces in everything from a beautiful brocade to canvas.


Apart from colour, what else drew you back to Morocco?

The beautiful handwork that’s done here is unique and I also use traditional embroidery a lot. My team at the moment is small – just seven of us – but there’s only one man on it who does tailoring. The rest are women who learned their skills from their parents, who learned from their parents. So the embroidery is culturally specific and uses traditional old techniques. It’s a beautiful aspect of working here. With each stitch and detail, I want to uphold my Moroccan heritage. Also, this is a place where nothing is wasted and people are very clever with repurposing so that’s an important part of the brand. We never throw away remnants. Everything gets used somehow. 



Your top tip for anyone visiting Marrakech for the first time? 

Make sure to spend some time in the Atlas Mountains. Every village has its own creative signature so some specialise in making beads, others in rugs or bags. You can find the products in the medina of course but it’s nice to see them where they’re actually produced. 

And of course, make sure to have a great night out. The dancers and food at Comptoir d’Arna are amazing. And there’s good music, and a good crowd, at Jardins de Lotus.


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