A richly illustrated book presenting the artistic work and personal stories of cutting-edge fashion designers and artists from Morocco and the Moroccan diaspora in the Netherlands.
The exhibition
MOḌA, the common word in Moroccan to refer to fashion, centres on the makers and presents the artistic work and personal stories of cutting-edge designers and artists from Morocco and the Moroccan diaspora in the Netherlands. These game changers led the way for several generations of makers, enthusiasts and consumers, far beyond the national borders of Morocco.
The versatility of the exhibition and the Moroccan fashion world is demonstrated through various themes. 'Monumental' presents the striking designs by for instance Sara Chraibi, Daily Paper, New Tangier and MAISON ARTC, while in 'Cosmopolitan', the rural and urban worlds merge, as observed through the eyes of multidisciplinary artists. Here, videos, photographs and textile art reveal the stories of groundbreaking creative makers such as Joseph Ouechen and Meryem Slimani. The theme of 'Amazigh Hair Heritage' is the result of a unique collaboration with the world-famous hair stylist Ilham Mestour.
'Friendship' focuses on the iconic Tamy Tazi and her friendship with Yves Saint Laurent. In the 1960s and 70s, Tazi was part of the avant-garde of Moroccan fashion with her innovative application of embroidery. Specifically for this exhibition, Hassan Hajjaj created an Intermezzo: a lounge space for personal encounter, inspired by his new space JAJJAH in Marrakesh. In this intermezzo space visitors can find a selection of books curated by Yasmina Naji of
Kulte Editions: Morocco's only independent publisher of art books. In 'Artists & Artisans', the focus is on the manufacturing process, with designs by Fadila el Gadi and others, and new work by both Mina Abouzahra and Said Mahrouf.
The exhibition and its catalogue comprises about one hundred objects, curated across seven themes ranging from cosmopolitan to monumental. Together they tell transhistorical, intercultural and personal stories from the perspective of fashion.
This richly illustrated book containes (visual) essays and reflections from designers as well as in-depth conversations.
Published on the occasion of the eponymous exhibition at Centraal Museum, Utrecht, in 2024-2025.
Featuring Benchellal, Bled, Boks Cultuurhuis, Chaimae El Masmoudi, Daily Paper, Dior & Sumano, Dunya Zita, Fadila El Gadi, Fiona Makkink, Hassan Hajjaj Studio, House of Useless, Ilham Mestour, Jasper Abels, Joseph Ouechen, Joste/Yves Saint Laurent, Karim Adduchi,
Kulte Art & Editions, Late for Work, Laila Hida, Le Rouche BS, Maison ARTC, Maison Sara Chraïbi, Mastoor, Meriem Belkhayat, Meriem Bennani, Meriem Yin, Merrachi, Meryem Slimani, Mina Abouzahra, Mounir Raji, New Tangier, Noureddine Amir, Raphia, Said Mahrouf, Samira Charroud, Sophia Tazi, Stones Stories, Tamy Tazi, Yousra Razine Mahrah, Youssra,
Yto Barrada.
