Moroccan pop star and designer launch groundbreaking fashion brand

Thursday 16 January 2025 - 09:20

By: Dakir Madiha

Renowned Moroccan singer Saad Lamjarred and esteemed designer Issam Wachma have unveiled their collaborative fashion venture, SW, at Casablanca's historic Sacred Heart Cathedral. The launch event masterfully merged musical performance with haute couture, showcasing a collection that harmonizes Lamjarred's dynamic stage presence with Wachma's architectural design approach.

The collection's standout features included sophisticated evening wear adorned with intricate beading patterns inspired by sound waves, paying homage to Lamjarred's musical influence. Notably, the brand has distinguished itself by incorporating designs for people with special needs, demonstrating an inclusive approach to fashion.

The launch event drew A-list celebrities and industry figures, including celebrated Moroccan artist Rachid El Ouali, who modeled one of SW's pieces. Wachma made a memorable entrance alongside his two sons, receiving enthusiastic applause from attendees. Lamjarred, dressed in the brand's attire, elevated the atmosphere with a live performance that seamlessly integrated music with fashion.

Speaking at the event, Lamjarred's father, Bachir Abdou, expressed pride in his son's achievement and highlighted the natural connection between fashion and music, noting that both art forms "share the same soul."

The show concluded with an energetic celebration as attendees danced and sang along to Lamjarred's performance, creating what many described as an unforgettable fusion of musical and fashion artistry. The successful launch positions SW as a significant new voice in Moroccan high fashion, blending traditional elements with contemporary design sensibilities.