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IN THE PRESS 🗞️ I FINANCIAL TIMES
CHAMPIONS OF TRADITIONS
Across the globe, smaller brands are working to promote heritage crafts and support the artisans who make them.
By Annachiara Biondi
Kacimi, who is French-Moroccan with Amazigh heritage, also felt the need to reconnect to her roots
and showcase the artistry of Moroccan craft beyond the commercial products made for tourists. “I have witnessed a lot of crafts disappearing. Many young people in Morocco don’t want to get involved,” she says.
But, there is a culture of bespoke craftsmanship that she wanted to celebrate. In Morocco, she explains, “if you need something, you don’t go to a shop, you have it made-to- measure for you. There is this idea of putting your own taste and history in the things that you choose”.
Kacimi sources all materials in the country, using deadstock fabrics that would be otherwise thrown away. Because she usually has access to only a few metres of the same pattern and colour, her pieces are unique or made in very limited quantities.
