Saad Lamjarred and Issam Wechma merge heritage with modernity in SW brand

Casablanca witnessed the launch of the new fashion brand “SW” on Wednesday, the result of a unique collaboration between Moroccan artist Saad Lamjarred and young designer Issam Wachma.

Launch of the “SW” brand in Casablanca The show, held at the Sacred Heart Church, presented a collection of designs inspired by the atmosphere of the seventies, combining authentic Moroccan heritage with bold modern details. This distinctive blend reflects an innovative vision targeting fashion lovers looking for designs that express a renewed Moroccan identity.

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A remarkable presence of the elite of art and media The event was an opportunity to bring together a selection of Moroccan art and media stars, including artist Nezha Regragui, Bachir Abdou, Fati Jamali, Sakina Klamour, and Ibtissam Laroussi, in addition to prominent figures in the world of fashion. The creative atmosphere that characterized the show was supported by a special musical segment performed by Saad Lamjarred, who entertained the audience with a selection of his successful songs, amidst great interaction and admiration for the creativity he presented on stage.

SW Brand: A Mixture of Art and Fashion “SW” is not just a fashion label, it is a platform that expresses Moroccan creativity by merging the musical talent of Saad Lamjarred with the artistic sense of Issam Wachma. The contemporary designs presented carry touches of Moroccan heritage, making them unique. The new label aims to present a different vision of the world of fashion, one that suits the aspirations of fashion lovers inside and outside Morocco, while preserving its distinct cultural identity.