Amira Alaoui’s eponymous label evokes her Moroccan and European roots, which are sources of endless inspiration, to present a new style defined by signature Moroccan heritage translated into an international timeless feminine elegance.

She 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 several well known fashion chains.

The brand “Amira Alaoui” was born in 2014 when Amira realized her vision to create a fashion collection that evokes her roots 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 high-end scarves and a home accessories range that complements its signature style.

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