The Founder

Alia Benjelloun is the founder and designer of Ethnik, a brand that draws its essence from the authentic beauty of Morocco. Currently a student of architecture at the Architectural Association in London, she will graduate in June 2025. From a young age, Alia has been passionate about art and painting, inspired by the portraits she encounters, the stories they tell, and the colors, patterns, and landscapes that shape her homeland.

In September 2020, during the lockdown, Alia brought her vision to life by creating Ethnik. Her brand celebrates Moroccan authenticity by honoring the richness of local traditions while exploring how cultures can merge through art. Through her collections, she captures the essence of Morocco, highlighting traditional elements and reinterpreting them with a contemporary perspective. Her collaborations with both Moroccan and international companies further enrich this cultural exchange.

"I wanted to create pieces that tell stories, that convey the soul of Morocco and celebrate the union of cultures. Each Ethnik creation is an invitation to explore the beauty of our heritage while embracing the world around us."

With Ethnik, Alia shares a visual journey that celebrates the beauty and diversity of Morocco, offering unique creations that reflect her artistic and personal vision of her country.