by Diego Minuti
Fashion: Moroccan Label Created Between Rabat, Paris, NY
Jnoun, launched by two sisters, a manager and artist.
They could not be more different, Zahra and Meriem Bennani, two young Moroccan sisters.
Zahra loves concrete numbers and studied marketing and management in Paris; Meriem is fascinated by shapes and followed her passion in New York, where she attended decorative art courses.
Then, after a few years away from home to study, the choice fell on fashion and, from the merger of the two different extractions, Jnoun was created, the label that is conquering international markets from Morocco. A challenge and an adventure that is moving the first yet significant steps and appears to be destined to success because the formula is simple, in the end: giving women, regardless of their origin, the possibility of wearing clothes that, within the variety of offers, highlight personality and joy for life.
It is certainly not easy to make it in the world of fashion, ready-to-wear in particular, but Zahra and Meriem are not discouraged, as apparent in their choice of a name, because Jnoun is the name, among others, of a mythological creature with aggressive and mysterious characteristics. Jnoun’s clothes are characterized by a reasoned choice of colors, taking into account Moroccan culture. In the presentation of the first collection, the two Bennani sisters talk about ”a trip from the Atlantic ocean to the desert, getting hold of the typical diversity of Moroccan landscape and infusing in it contemporary sensitivity”.
All clothes appear to follow this scheme, mainly in the search for a chromatic balance, with the soft hues of desert sands (the Dune line), together with a camouflage theme and the ‘explosion’ of sea water (the line Caidale, the name of the traditional Moroccan tent).
Zahra and Meriem believe so much in their initiative that they have decided to model their clothes with a location paved with traditional Maghreb tiles evoking desert and colorful landscapes.
Prices are perhaps not very accessible for the Moroccan market (from 700 to 2,000 dirhams per item, from 65 to 185 euros) but this too is a sign they are thinking big and that Morocco is just a starting point, as shown by the success of their first collection in New York.(ANSAmed).