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So this is Casablanca. We chose Casablanca because
geographically and historically it has always been seen as the gateway to
sub-saharan Africa, to Europe and to the Middle East. And so it has all these lots
of different influences coming in with its huge port you have people coming
into the city, people going out and there's always these huge influences
throughout history that really can be reflected within the fashion that you
find in the country, or the city. So here you've got designer called Said Mahrouf
and he absolutely encapsulates that story about the international scope of
Casablanca as a city. So he was born in Morocco and then when he was aged about
four he moved to the Netherlands, he grew up in the Netherlands, was educated there
he went to university, studied design there. Then he went to New York and studied at Parsons.
The aesthetic of his design is very much a Western aesthetic so he says
himself I'm making no concessions in my designs to traditional Morocco.
And this, i mean this is, this could be in 1930s Charles James who was Anglo American designer.
They're are influences of his heritage
so this is certainly to do with tradition techniques that happen in
Morocco but really his aesthetic is very much international in scope.
So the fashion industry in Casablanca, well it isn't the fashion industry, it's a very very small
group of people that are working to try and establish some sort of fashion identity for the city.
There has been a growth in support by the government so there's a
school called Casa Moda and really what the government is trying
to do is train individuals so they are able to actually
produce clothing and they also want people to be able to be confident and
design enough to be able to translate what's seen as current fashion.
What they don't want really or what they haven't invested in are art schools where
individuals can train to be say the next Alexander McQueen or
the next John Galliano. They're not actually have that stage at this point in time.
Joseph is very committed for Casablanca to be seen as a very very creative city
There isn't yet the infrastructure behind that.
Joseph is very interested in street fashion which is what we've got shown here.
At the end is an example of Joseph's own style, the clothes that he wears. And then there's young
designers working within the city so you've got Yassine working here.
You've got Amine. This is a collaboration with Amine and the artist Hassan Hajjaj,
who is based in London but originally from Morocco. And then this is a design duo
two sisters called Jnoun. And street fashion is incredibly
important for Casablancans because it's the way that they express themselves.
They don't have, they're beginning more to have, the sort of shop that
we would understand, but that's very much been in the last say ten years so street
fashion for Casablancans, the young Casablancans, is incredibly important.
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