THE BIRTHPLACE
MOROCCO
I was born in Rabat, the capital of Morocco, a beautiful country that still has a place in my heart. Although I left when I was 10 to live in Paris, I’m still deeply attached to my homeland. I think it shows in my collections, which are always infused with bright colours and bold prints. The colours of the Moroccan sky, the flowers, the smells of different spices – all these memories are still very strong for me. I had a very happy childhood. My mother and grandmother made everything for us, from delicious meals to our clothes, and that is what inspired my passion for craftsmanship.
In preparation for Maje’s 20th anniversary last year, we shot a campaign in three locations, each telling a part of the Maje story. The first was shot by photographer Thurstan Redding with model Yasmin Wijnaldum in Morocco, chosen because it reflects my roots, my childhood.
I didn’t want to shoot in the desert, or in a medina, or even in Marrakech itself – they’re all beautiful locations, but a bit clichéd. Instead, I was looking for somewhere special, full of energy and colour; somewhere you couldn’t immediately identify.
When we found the Ouzoud Falls in the Atlas Mountains, a few hours’ drive from Marrakech, I knew it was the perfect spot. I felt overcome. Even though I had never been there before, it somehow felt familiar.
Thurstan shot Yasmin on a tree, with the waterfalls in the background and the rocks ranging in colour from sand to cognac, with splashes of green. Yasmin looked tiny against the wild landscape, and the setting – all saffron, pink and turquoise colours – reminded me of a Bollywood movie. It was magical.
This shoot will forever remain in my heart because it was created in my homeland. My heritage has helped define the essence of the brand, which is a mix of Morocco and Paris. My heart is deeply attached to Morocco, which is a part of me and formed my earliest memories. It will always remain my spiritual home, even though I feel Parisian. I’ll always be a mix of different influences, and that will continue to resonate in Maje’s collections.