Editor’s Note
This article highlights how Morocco’s luxury sector is more than just glamour—it’s a significant economic engine driving job creation, tourism, and investment, with tangible benefits for the national economy.
Morocco is not only a popular tourist destination for its landscapes and rich cultural heritage, but also a playground for the luxury industry, where major international brands and local talents coexist. Beyond aesthetics and prestige, luxury in Morocco is a booming sector that significantly contributes to the national economy. It creates jobs, stimulates tourism, and attracts foreign investment. The revenues generated by this sector strengthen tax revenues and help valorize local craftsmanship, thus preserving an invaluable cultural heritage.
Luxury in Morocco does not just import prestigious brands; it reinvents them through the lens of local craftsmanship. In artisan workshops where time seems to have stood still, skilled hands shape leather, cut precious stones, and weave fabrics with ancestral patterns. For example, the brand Azuelos has elevated Moroccan jewelry to the level of art. Its creations, marked by elegance, are exported beyond borders while remaining deeply rooted in Moroccan traditions. Similarly, the leather goods brand Meqnes transforms its pieces into true works of art. By combining traditional craftsmanship and contemporary design, Meqnes redefines luxury leather goods, making Morocco a serious competitor on the international stage.
However, the designer notes there are still challenges to overcome.
When asked in which specific niche Morocco could carve out a prime place in the world of global luxury, Salma Abarro bets on retail, while also discussing the path Moroccan brands should take to achieve their goal.