At Buro247 Middle East, we are committed to showcasing and celebrating the extraordinary talent in the MENA region. With our column, #BuroSpotlights, we bring you stories of pioneering artists, innovative designers, tech trailblazers, cinematic visionaries, sports stars, and more.
This week, #BuroSpotlights Moroccan-French designer Sophia Kacimi of Zoubida.
Sophia Kacimi is redefining the rules of fashion. Kacimi’s journey–from the streets of Paris to the heart of Morocco– is as colorful and eclectic as the pieces she creates for her label, Zoubida. A former luxury fashion insider with experience at the likes of Givenchy, Chanel, and Alexander McQueen, Kacimi took a leap of faith in 2021 to launch Zoubida, a brand that celebrates craftsmanship, sustainability, and the rich culture of her heritage. Zoubita is a testament to Kacimi’s personal evolution and her deep commitment to local artisans and their time-honored skills.
Inspired by the traditional ‘tlamt’ fabric—used to adorn Moroccan salons—the brand repurposes vintage upholstery fabrics, turning them into one-of-a-kind pieces of wearable art. This fusion of vibrant colors and intricate patterns is a tribute to Moroccan craftsmanship. Everything is sourced and made in Morocco. Zoubida keeps everything local, providing work to artisans who might otherwise have been left behind.
The idea for Zoubida came during the early days of the pandemic, when Kacimi, feeling disconnected from both her roots and the luxury fashion world, organized art retreats in her father’s village. These retreats were intended to reconnect with Moroccan craftsmanship and culture, but they sparked something deeper. What started as a personal journey evolved into a brand rooted in sustainability, slow fashion, and, most importantly, people.
Zoubida’s success lies in its dedication to the local community. With a growing network of 15 artisans across Morocco, the brand thrives on collaboration. Kacimi works directly with these skilled craftspeople, ensuring that their expertise and artistry are honored.
The pieces themselves are bold statements. At Zoubida, shoppers can find jackets, bags, and accessories that celebrateKacimi’s quirky and playful aesthetic. They’re crafted with the kind of attention to detail that only comes from a trulyhands-on, local process. Each item carries with it the stories and memories of the people who made them, and that’s something Kacimi treasures.
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