About us
THE BRAND
The eponymous brand “Amira Alaoui” was born in 2014 when the designer realized her vision to create a fashion collection that evokes her roots, both Moroccan and European, and reflects her personal identity.
The style is chic and subtle, and speaks to the contemporary self-confident woman who consciously chooses timeless elegance over seasonal trends.
The fashion designs are unique yet recognizable through the signature handmade braided cord stitched on the seams, the use of traditional trims, the embroidery work or the stylish translation of Moroccan symbols and patterns in a sleek style.
The label also offers a collection of scarves and a home accessories range that complements its signature style.
Amira has taken ESMOD (École supérieure des arts et techniques de la mode) courses in Paris and holds a degree in "Fashion Design and Pattern Making” from Collège LaSalle in Casablanca, Morocco.
Her experience spans roles such as fashion illustrator in a Style agency in Paris to head designer of exclusive lines of ready-made clothing. While being based in Paris for 11 years, she designed for fashion chains, such as Promod, H&M, C&A, Burton and many others.
Amira's creativity, coupled with her innovative and versatile nature, as well as her fluency in several languages have all enabled her to develop deep professional ties throughout Europe, the Middle East and China to source fabrics and accessories, identify manufacturers, and to supervise every aspect of the production in order to create several collections concurrently at the highest professional standards.
THE DESIGNER
Amira grew up in Morocco in a multicultural environment.
Being passionate about clothing since her early age, she first studied Art in Strasbourg and then Fashion at ESMOD (École supérieure des arts et techniques de la mode) and Collège LaSalle in Casablanca, Morocco. She holds a degree in Fashion Design and Pattern Making.
Her experience spans roles such as fashion illustrator in a Style agency in Paris to head designer of exclusive lines of ready-made clothing. While being based in Paris for 12 years, she designed for fashion chains, such as Promod, H&M, C&A, Burton and many others.
Amira's creativity, coupled with her innovative and versatile nature, as well as her fluency in several languages have all enabled her to develop deep professional ties throughout Europe, the Middle East and China to source fabrics and accessories, identify manufacturers, and to supervise every aspect of the production in order to create several collections concurrently at the highest professional standards.
During her pathway, she has diversified her talents and single handedly designed collections for women and men as well as unique scarves, fashion jewellery and textile homeware.
Having accumulated a rich and diverse experience in the fashion field during more than 25 years, she decided to create her own eponymous label in 2014.