From Los Angeles to Marrakech: a passionate designer’s journey of initiation, celebrating Moroccan craftsmanship
For Mina Binebine, fashion is more than a job, it’s a vocation. Since childhood, she has been cutting up her mother’s dresses, curtains and sheets to create her own clothes. It’s a passion that will never leave her, leading her to study in Los Angeles at the Fashion Institute of Design and Merchandising (FIDM). “I remember when I was little, Mum used to buy me cute little dresses all the time, and I’d actually cut them out,” she recounts with a smile. Young Mina already stood out for her creativity and innate sense of style.
Vocation and experience
After studying in Los Angeles, Mina Binebine entered the world of fashion. She worked for a haute couture lingerie brand, rising through the ranks from intern to artistic director. This experience gave her invaluable expertise in all aspects of the business, from design to production. “In one year’s experience, I learned more than in four years of study,” she confides. But the desire to create her own brand, to bring her unique vision of fashion to life, became stronger and stronger.
Creation of the Mina Binebine brand
It was when Mina Binebine realized she was working for someone else’s vision that she decided to launch her own label. A need to express her creativity without compromise, to offer fashion that reflects her own personality. She returned to Morocco, where she was confined with her family at the start of the Covid-19 pandemic. Undaunted, she took advantage of this period to create a collection, which she presented at a spectacular fashion show in Marrakech. A real turning point for her career.
Mina Binebine doesn’t just follow trends, she reinvents them. She draws her inspiration from her Moroccan roots, from the richness of local craftsmanship, while adding a touch of modernity and daring. Her creations are both elegant and casual, feminine and strong, sensual and comfortable. “I adapt to my market rather than the other way around”, she explains. It’s an approach that enables her to create garments that meet the needs and desires of today’s women.
She places great emphasis on Moroccan craftsmanship in her creations, using handmade embroidery, traditional fabrics and ancestral techniques. It’s a way for her to promote local know-how and contribute to the transmission of traditions.
Creative and visionary
Today, Mina Binebine is a recognized designer in Morocco, but she has no intention of stopping there. She dreams of developing her brand internationally, taking her talent and vision of fashion beyond the borders of her country. She’s working hard to achieve this goal, taking part in fashion events, developing her online presence and forging partnerships with boutiques abroad. “My goal is to establish myself in several different locations outside Morocco,” she asserts with determination. It’s a tall order, and one she’s ready to take up with her passion, creativity and commitment to authentic, radiant African fashion.
Mina Binebine works closely with a team of talented and passionate professionals. Her workshop, located in Marrakech, is a creative space where traditional know-how meets modern techniques. Together, they design and manufacture high-quality garments, respecting traditional craftsmanship.
Mina Binebine has many plans for the future. She hopes to develop her brand internationally, opening boutiques in the major fashion capitals. She also plans to create a men’s line, while continuing to design wedding dresses. Above all, she wants to continue creating meaningful clothes that tell a story and celebrate beauty in all its diversity.
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