New Tangier

New Tangier is a Moroccan fashion brand that positions itself at the intersection of traditional craftsmanship and contemporary luxury design. Founded by creative director Kenza Bennani, the brand grew out of her international career in fashion, film, and luxury houses. Bennani grew up in Tangier in a highly creative environment and studied fashion design at the Istituto Europeo di Design in Madrid. She went on to design costumes for film, theater, and television in Morocco, Spain, and the UK, before joining Jimmy Choo in London in 2007. Jimmy Choo later offered her a technical apprenticeship at a partner workshop in Florence, where she perfected her skills with Italian craftsmen and women. That experience crystallized her belief that luxury is, above all, craft sublimated by design, and inspired her to enhance the craft of her own country. She then returned to London and joined Louis Vuitton's teams while simultaneously building her own brand. New Tangier has since established itself as one of Morocco's most creative brands, with a prestigious customer base that includes royals, editors, and celebrities, both national and international. The brand's collections showcase Moroccan crafts and are developed through collaborative relationships with artisans. Its design language explores tensions between clean, modern garment lines and historically significant woven fabrics such as silk brocade, as seen in its 'Back to Brocade' project. The brand operates a showroom in Tangier at 6, Rue Imam Soufiane Taouri, Merchan, 90000 Tangier, open by appointment only, and a boutique in Marrakesh at La Mamounia Hotel, Avenue Bab Jdid, 40040 Marrakesh. It reaches customers outside Morocco through telephone, email, Instagram and Facebook direct messages, and WhatsApp. Beyond garments, New Tangier engages in cultural storytelling: its 'Re-Oriented' photographic series toys with Arab female archetypes in 19th-century Orientalist painting, shot with six of Tangier's female cultural movers and shakers, and accompanied by a playlist portraying how Arab, Amazigh, and African women relate to their musical traditions. The brand also maintains a radio platform. New Tangier's public identity is thus both a fashion label and a cultural project rooted in Tangier and Morocco.

New Tangier was founded by Kenza Bennani, who grew up in Tangier in a highly creative environment and discovered a passion for the arts at a very early age. After completing high school at The American School of Tangier, she attended the Istituto Europeo di Design in Madrid, where she was awarded a BA in Fashion Design. She then began her career designing costumes for the film, theater, and television industry in Morocco, Spain, and the UK. In 2007, she joined Jimmy Choo in London, which later offered her a technical apprenticeship at one of their partner workshops in Florence, allowing her to perfect her skills with the finest Italian craftsmen and women. It was in Italy that she came to understand luxury as craft sublimated by design, and this sparked a desire to enhance the craft of her own country. She returned to London and joined Louis Vuitton's teams while simultaneously building her own brand, putting her acquired skills at the service of reviving craft in a contemporary, luxurious, and sustainable manner. New Tangier has since established itself as one of Morocco's most creative brands, captivating a prestigious customer base including royals, editors, and celebrities, both national and international. The brand's desire is to continue designing collections that showcase crafts and to focus on developing collaborative relationships with artisans. Its projects include 'Back to Brocade,' which explores the tension between clean garment lines and silk brocade, and 'Re-Oriented,' a photographic series and playlist that challenge Orientalist depictions of Arab women and celebrate the musical traditions of Arab, Amazigh, and African women. The brand operates a showroom in Tangier and a boutique in Marrakesh at La Mamounia Hotel, and serves international clients through direct communication channels.

• 2007

  Kenza Bennani joined Jimmy Choo in London, later receiving a technical apprenticeship in Florence.

• Bennani returned to London and joined Louis Vuitton's teams while building New Tangier.

• New Tangier established itself as one of Morocco's most creative brands with a prestigious clientele.

Luxury fashion brand reviving Moroccan craft through contemporary design, targeting a prestigious national and international clientele.

• Silk brocade garments

  Garments exploring the tension between clean lines and historically relevant silk brocade.

1. 1New Tangier - Traditional craft. New design.newtangier.com
2. 2Our Story - New Tangiernewtangier.com
3. 3New Tangierwikidata.org