a student of the now – king of nothing and student of everything,
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Known for building his own aesthetic, Amine Bendriouich's Morrocan hertiatage is showcased throughout his collections with simple and fresh expression of the brands Morrocan hertitage.
Showing the evolution of Bendriouich’s work as a designer and of its evolution throughout the years, the SS18 collection titled “A DNA”, speaks a story of Bendriouich’s upbringing. The designer, who was born and raised in North Africa, incorporates the continents shapes, volumes and colors sporadically throughout his designs.
Bendriouich’s SS18 collection continues to constitute Amine’s DNA, drawing on influences from Berber symbolism through tribal embrodies, while using high quality silks and wools from historic Italian fabric houses. The collection draws together the ancestral craftsmanship from the diversity of continents and cultures through oriental cuts and unique volumes of clothes, but remains entirely produced within Morrocco.
The result of this is a unisex ready-to-wear collection of sweatshirts, jackets, and pleat skirts and pants, using sporty silhouttes. An incorporation of soft colours with vibrant hues accentuates the African artistry, symbolizing good luck, fertility and prosperity. Modern silhouttes and integrated from contemporary influences of streetwear lifestyle and other youth culture movements.
Expressing the essence of the Amine Bendriouich universe, ‘A DNA’ marks 10 years of evolution as a human being and as a creative; as it’s been 10 years since I founded my brand and made my first collection’. Summing up all of his learning as a designer, reflecting on progression with colors, cuts and fabrics, ‘A DNA’, is a collaboration of creation and culture.
Setting himself apart from other fashion houses, Bendriouich involves communities in the creation of his collections to ensure exact artisan of tribal aesthetics. The ability to use industrial embroidery is overlooked. The importance of working with Berber women to create a relationship of craftsmanship, supporting their skill and community, overrides the factor of ease.
The collection is available from Amine Bendriouich first store in the multi-level concept store, Shtatto, in Marrakesh, in addition to exclusive product developments. Celebratory of his Africian assent, the shop additionally stocks Africian creative including Yassine Morabite, Alama and Zoe Bedeaux. Boasting an online platform that showcases the brands collection, Amine Bendriouich are looking forward to develop and e-shop and collaborate with international distributors to become closer to people, “in their hearts and on their skins”.
The featured lookbook of the collection is captured by Mohcine Aoki, featuring Hind Sahli.
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