Exclusive: the latest series from Paris-based, Marrakech-made ethical luxury brand, Jacquie

How was the brand born?
In 2015, the founders were in two different countries, Marrakech and Los Angeles. What reunited us was the common desire to launch a collection with its roots in cinematic history. It was very natural to create together and Series 1 became an essential collection that brought the movie identity of Hollywood into the Moroccan landscape to offer looks that were simultaneously formal and casual.

Why call the brand Jacquie?
Jacquie embodies the retro feeling of our work, and is also a unisex name that reflects the fact that our male and female silhouettes are often created in pairs.

Who is your clientele?
Jacquie is for those who are ready to play the game of ‘the other’. We invite our customer to use our clothing not as a tool to reflect yourself, but as a way to embody different characters who exude natural elegance and powerful charm.

Where do your inspirations?
In addition to cinema, our creative process looks to music, art and photography, as well as different cultures and their archetypes. Our visuals are just as important as our designs because it's through this storytelling we can best convey our vision for the collection. A favourite memory was shooting the first collection in Marrakech. For the first time our brand identity drew fully on all the cinematographic aura and atmosphere of the country.

How do you produce your collections?
We produce everything in Morocco. Above all, Jacquie is an ambitious project to promote Moroccan craftsmanship and we have built a beautiful relationship with our craftsmen over the years. We have fallen in love with this country for the cultural and artistic wealth it offers. Working on the African continent is very important for us.

Tell us about Jacquie Vintage.
Our new project speaks to green fashion. It’s time for less waste so we have found pieces from the markets in Marrakech and upcyled them into unique pyjama-style looks that can be worn for the every day. The fabrics are soft satins and silks in paisley and stripes. The idea is to have two collections a year and to sell them in our Paris pop-up stores.

What are the challenges you face as young designers?
Since the launch of Jacquie, we have learned so much. Today the challenge is to stand out from the other emerging brands and to gain serious recognition. We have to stay connected with the trends and tendencies of our time, and believe in developing our own rhythm that is true to our vision. Our goal is to become globally successful and also to collaborate with specific artists working in different mediums to develop clothing for special projects.