Casablanca, Designer

Moroccan Artist Nadia Chellaoui presents her FW23 collection

The artist and leatherworker Nadia Chellaoui presents the lookbook of her FW23 collection, inspired by her country and her childhood memories.

Original bags for original women. 

Yes, we all know about the big brands and fancy bags that can sometimes cost as much as a car. We see them every day on instagram.
The blogger boom has officially exploded and when you’re on social media, it seems like you’ve hit a repeat button. The new Prada bag, Hermes, Chanel, oh how we love them but it’s also nice to change and make space for something new, don’t you think?

This article is about a new designer who talks about her childhood and how art inspired her handmade bags. Her name is Nadia Chellaoui. Devoured by her passion and creativity, Nadia Chellaoui is one of the few Moroccan artists whose identity and codes are unique.

The face, the iconic signature and emblem of the brand, has become a symbol of freedom and self-expression. Inspired by painters such as Modigliani or Picasso, Nadia Chellaoui asserts her visual and pictorial references, and says that the face is for her a kind of state of mind that she cultivated from a young age:

“The face is for me a kind of social escape, a state of mind that gives me the strength to assume my difference, my culture and my emotions.”

The design of the bags was built through the artist’s childhood memories. Bathed since birth in a world full of colours and punctuated by scents, Nadia Chellaoui remembers her, as a child, contemplating her grandmother embroidering. This face is in fact the artist’s view of a world full of perceptions and inspirations.

“The bag is synonymous with escape, travel and passage… Giving the possibility to transport my pictorial works through an accessory symbol of femininity, became for me a necessity” tells the painter.

A cocktail of her Moroccan culture, her attraction for cubism and her passion for colours, gives birth to the bag, synonymous with struggle and fragility. Sketch by sketch, her imagination overflows. Nadia Chellaoui creates numerous models in order to address a wide audience with a message of love and freedom.

Each bag has a strong identity, giving the wearer the power to live, during a journey or a passage, a self-confidence and a new look on the things around us.

Handmade by women who have kept this heritage alive over the centuries, the brand’s signature takes shape in a face that is pre-drawn and then filled with a carefully chosen selection of coloured threads. The colours reflect, shine and enhance the leather. A wide range of colours is chosen with a method linked to her profession as a painter. A first in Moroccan embroidery where modern art blends with historical heritage: a new style is born.

Leather: the art of Moroccan leatherworkers.

A drastic selection of the best skins and the best leather traditions is made beforehand. The choice of leather is carefully selected by the artist.

The assembly of different materials is a tribute to her favourite painter Picasso who used to combine pre-existing elements to make his works of art unique. Nadia uses this technique by creating geometric shapes and mixing materials.



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