Into The Process

Where the inspiration is coming from?

I was born and raised in Morocco, a country where people are deeply connected as a community. In 2018, I moved to London for my studies, and there I experienced a completely different environment—an incredibly diverse and international city. This contrast made me realize how beautiful and unique Morocco truly is.

It wasn’t until 2020, when I found myself confined in Paris due to the Covid lockdown, that I began digitizing my paintings and reflecting on the beauty of Morocco and its people. I started traveling across Morocco, exploring different regions and communities, which became my source of inspiration. Their lifestyles, histories, and backgrounds deeply moved me.

Capturing the authenticity of Morocco through my art became essential for me. I wanted to showcase the true Morocco to the world, one that tourists often don't see. It felt natural to highlight the country's beauty and ensure it was seen globally. Each collection I create is inspired by a specific region and its history, combined with my own interpretation, blending the traditional with the modern.

How the designs are made?

Every design holds a story. Each piece is meticulously crafted by Alia, the founder of Ethnik, and draws ispiration from different regions of Morocco, capturing the country's diverse beauty.

"As a Moroccan, I wanted my brand to reflect the authenticity of my country. I aimed to create designs that celebrate Morocco's beauty through art, blending both traditional and modern elements."

The designs are timeless, and the products are made for everyday use