After more than 12 years of experience as a designer and atelier director for renowned fashion houses, Omar Oubaich founded his eponymous brand in the heart of Marrakech's historic Medina, just steps away from the iconic Riad El Fenn.

From the very beginning, Omar envisioned a brand where craftsmanship and the people behind it would take center stage. When he launched the label in 2019, he chose a path rarely taken within the local fashion industry: rather than outsourcing production, he built an in-house atelier and offered full-time employment to a team of skilled women artisans and embroiderers, providing social security, healthcare benefits, and stable working conditions.

Maintaining an in-house atelier has not always been the easiest path. Growing a young brand while supporting a team of 34 full-time artisans requires constant commitment, resilience, and faith in a long-term vision. Yet Omar has never questioned that decision. He remains convinced that true craftsmanship can only flourish when the people behind it are valued, supported, and given the stability they deserve.

This philosophy continues to guide every collection. Designed to transcend fleeting trends, the brand embraces a timeless aesthetic inspired by effortless elegance and bohemian sophistication. Natural fabrics, delicate craftsmanship, and flowing silhouettes come together to create pieces that feel luxurious, comfortable, and enduring—made to be worn and cherished for years to come.

Each garment is thoughtfully crafted in our Marrakech atelier, where tradition, craftsmanship, and contemporary elegance meet.