As the creator of the Luxury By K brand, the Moroccan woman is also the co-founder of African Fashion Talents (Afrifata), a festival organized in Casablanca, where young designers from the continent are showcased. Portrait of a solidarity artisan.
Don’t be fooled by the sequins and embroideries that evoke the splendor of the Orient; Zaineb El Kadiri primarily promotes African culture, in all its glory.
This discreet businesswoman intertwines politics and economics with her vision of fashion: “Since Morocco rejoined the African Union, it was urgent for me for us to reconcile with the culture of the continent, which is so undervalued in the Maghreb, still a symbol of ‘misery’ for many. I chose fashion to move away from political divides and contribute to changing mentalities.” Her project is not simply to sustain her couture house – which she has done brilliantly since 2010 – or to join the highly fertile mass of Moroccan fashion designers, but to build a network of influence that would benefit all African countries. She explains, “The biggest haute couture brands draw inspiration from our cultural riches, fabrics, or crafts to showcase on the runways of Fashion Weeks. It is time to reclaim our heritage through a united community.”
A promising network And thus, Zaineb travels across Africa to discover talents that would integrate with Luxury by K and the fashion festivals she organizes or participates in.
As a true headhunter, she has even created training programs for young enthusiasts to learn artisanal crafts. She has trained seven students in beadwork, her specialty, and aims to soon open a school. With her network and the support of the Moroccan administration, she, along with Nawal Debbouze, created the first fashion festival dedicated to Africa in Casablanca: three years of work, two shows, over 100,000 euros spent on organization, 24 designers representing 15 countries from the continent, and about twenty national and international media outlets to cover the event, which lasts four days. “The event hit harder than we could have ever imagined,” Zaineb comments modestly, citing South Africa, which was convinced to establish a commercial federation to connect financiers and young creators.
Noble, traditional, and modern
“We have been slaves to our own riches for too long,” she explains. “I am not a magician, but I try with my modest means to build something very great.” The second edition of Afrifata is already scheduled for March. In the meantime, the designer leads Luxury by K, offering her next line “Moroccan Sahara in Africa.” A fashion collection where women are exalted in what is noble, traditional, and modern… just like its creator.