IN THE PRESS 🗞️ | HIA MAGAZINE

Interview of Sophia Kacimi, Zoubida founder

How do you define culture and heritage in fashion?

For Zoubida, my approach is to create with materials entirely from our Moroccan culture. Conscious of being sustainable all the way through, I make an extra effort to keep everything local. And I try to be creative by twisting elements (like these 'tlamt' fabrics) we don't really pay attention to anymore into 'wow' pieces.
These fabrics tap into most of North African childhood, memories, intimacy. Everyone that touches it remembers drinking a tea with their aunties sitting comfortably on them.
Designing with 'Tlamt' is also saying to the world: 'look how proud we can be of our heritage!!!'. And it's a heritage that resonates for many other cultures: I had clients from Japan or even Pakistan that had similar reactions when they came across our creations.

Hia Magazine ITW