Between tradition and modernity: Audace showcases Marrakech’s creative pulse Clutch Fire

Audace, a platform that promotes Moroccan brands, held the fourth edition of its showroom from May 26 to 28 in Marrakech. The event brought together around a dozen labels across ready-to-wear, accessories, beauty, and lifestyle, offering them a chance to connect with international buyers and media outlets.

Marrakech continues to thrive as a hub of Moroccan craftsmanship, where traditions such as Berber carpet weaving, intricate Zellige tilework, pottery for traditional cooking, thuya wood marquetry, and artisanal metalwork flourish. Even the secluded tanners’ quarter nestled within the medina adds to the city’s rich cultural tapestry.

Yet, the city—often called the Pearl of the South—is also home to a new wave of designers and entrepreneurs. Some draw from Morocco’s heritage, while others relocate to Marrakech to express a contemporary take on local culture.

This blend of traditional craft and global influence stood at the core of “Destination Créative Marrakech,” held at the BAB Hôtel in the Guéliz district, a modern area of the city.

Following previous editions in Rabat and Casablanca, Initiative Audace—an incubator supported by Andam and the French Institute in Morocco—chose Marrakech as the host city for this year’s edition. The event attracted journalists and buyers from international trade fairs, department stores, and concept stores, offering a platform to spotlight a new generation of designers deeply anchored in Moroccan heritage and creativity.

“Every city in Morocco is full of craftsmanship,” said Bouchida, who launched Audace in 2021 after working in the digital sector and with trade show organizer WSN. “We aim for 10 to 15 exhibitors per edition to give buyers a clear sense of the product landscape and boost local companies’ visibility. This year, 80% of the labels come from Marrakech, many with a refined and modern aesthetic.”

The designer lineup reflected a rich diversity of backgrounds and approaches. Diaspora talents like Sarah Maj and Nayades—based in Europe but sourcing from Morocco—joined Marrakech-rooted labels such as Hanout, Lune de Jour, and Thybald. International creatives, including Virginie Darling and Paulin Badou Jewelry, who have established their brands in the city, also participated. Meanwhile, family-run businesses like Argapur and Coté Bougie offered a modern interpretation of traditional Moroccan craftsmanship.

Founded three years ago by Jihan Ouajjhou and her daughter Louna, Lune de Jour features elegant ensembles and one-of-a-kind garments inspired by Moroccan passementerie. The brand employs about a dozen artisans and has already shown collections in Saudi Arabia, where its covered, tone-on-tone silhouettes appeal to the local market. Now, it is targeting European buyers—particularly in coastal areas—for its lightweight cotton voile designs.

Operating in the premium women’s ready-to-wear segment, Hanout was founded in 2013 and runs from a studio inside a riad in the medina. Surrounded by whitewashed walls and a shaded courtyard, designer Meriem Nour presented key looks from her spring/summer collection: flowing floral dresses, fitted iridescent sets, flared pants, and graphic 1970s-inspired prints with Maghreb touches. The brand’s boutique is also located in the historic center.

Retail development continues across Marrakech, with renovated alleys transforming into high-end shopping districts. Concept stores and brand boutiques are emerging, blending local design with Western merchandising. Tourism growth—nearly 4 million visitors last year—drives this expansion, particularly among high-spending travelers from the U.S. and Switzerland. The area includes showrooms like Stella Cadente’s space and Sarah Maj’s boutique, both located near Hanout.

Sarah Maj splits her time between Milan and Marrakech and launched her brand in 2013. Initially working with surplus fabrics from European luxury houses, Maj now applies a slow fashion approach. “I work with leftover fabrics from major European labels and collaborate with a women’s empowerment association in Marrakech,” she said. “Eight women work from home, creating traditional embroidery.” Audace marked her first exploration into wholesale.

This mix of emerging and established designers meets a range of buyer expectations.

“Our role also involves matching brands with the right buyers,” said Bouchida. “Not every brand is ready for Bon Marché, but many are ideal for clients in the Gulf States. Production capacity is key, but all the labels here are ready to export.”

Buyers from Europe, the U.S., and the Middle East focused on sourcing and delivery capabilities. While Morocco draws millions of tourists, it is also evolving into a reliable sourcing destination.

“For us, this project was love at first sight,” said Virginie and Rodolphe Pacaud, founders of Virginie Darling. “We’ve been based here since 2017 and watched the local value chain grow. We import leather from New Zealand but produce everything in Marrakech.” Initially, the only brand offering Moroccan leather goods, they now work with 250 retailers in France. For textiles, they collaborate with manufacturers in Casablanca and expand local production from their workshop in the Sidi Ghanem district.

“We handle special pieces and tie-dye treatments in-house. We now employ 17 people, and production quality keeps improving,” they added.

Sidi Ghanem, located about 20 minutes from the city center, has become a key district for Marrakech’s creative scene. While many brands maintain boutiques in the souks, others have opened workshops and high-end showrooms in this area. Metal recyclers share the neighborhood with trendy concept stores and premium labels like Virginie Darling.

Coté Bougie, a family-owned candle brand based in the same district, also continues growing. Known for its Moroccan scents and handcrafted ceramic vessels, the brand sells widely in the U.S. It will soon double its workshop size to meet rising demand. Omar Benabderrazik, the founder’s son, represents a new generation of creative entrepreneurs aiming to elevate local craftsmanship and scale production internationally.

“Morocco is full of energy. There’s high demand for labor, and sectors are becoming more structured,” said Bouchida. “Training centers are opening, and more people recognize the value of our crafts. Government support is growing too. All of this creates more opportunity for designers.” He now plans to take Audace’s exhibitors to Paris and the Middle East to extend the platform’s reach.