From kaftans to cushions, ceramics to textiles, the chic boutiques of Morocco’s Red City burst with items handcrafted by local artisans. Here’s our pick of the most stylish.
Left to right: Inside the El Fenn Boutique; Berber-inspired Hebba Crescent brass earrings by Hamimi. (Photo: Cécile Perrinet Lhermitte; courtesy of Hamimi)
El Fenn Boutique
In the running for Marrakech’s most stylish riad hotel, El Fenn has long been the darling of visiting art lovers and fashionistas. For those who fall under the spell of the property’s colorful fabrics, hand-thrown tableware, and adorable tchotchkes, the onsite boutique is the place to shop the El Fenn look. It’s a dazzler, with bright red walls, black and white floor tiles like backgammon boards, and a dramatic spiral staircase that leads up to the rooftop bar and restaurant. Come to stock up on rugs, cushions, throws, and accessories, and stay for sundowners — the rooftop is one of the loveliest spots in the Medina to watch nighttime Marrakech spring to life.
Norya Ayron
The Norya Ayron flagship store in chic Guéliz is filled with kaftans and dresses that hang from sleek rails in a kaleidoscope of bold prints. A fashion designer of Algerian descent, founder Norya Nemiche counts Monica Bellucci, Riccardo Tisci, and Sharon Stone among the fans of her creations, with signature pieces featuring soft and flowing or androgynous silhouettes. These outfits are perfect for floating through the city’s souqs; pair them with a couple of well-chosen accessories, and they’ll carry you straight through to a night out. Nemiche’s original boutique in the Medina, above the green-tiled courtyard of lovely Le Jardin restaurant, is also worth a look, but for the widest selection, head over to Guéliz.
Designer Norya Nemiche modeling one of her creations. (Courtesy of Norya Ayron)
Marrakshi Life
Marrakshi Life prides itself on being a slow fashion brand, with every item handwoven to order in Morocco. The garments are inspired by the country’s traditional wardrobe, albeit with an undeniably contemporary flourish. Using Egyptian cotton dyed locally and spun on wooden looms, an in-house team of Moroccan artisans cuts and sews the fabric in a light-filled atelier where floor-to-ceiling shelves are packed with spools of brightly colored yarns. The result? A collection of head-turning tunics, shawls, kaftans, and oversize shirts for men and women, complemented by a zero-waste policy.
33 Rue Majorelle
Opposite the Jardin Majorelle and Villa Oasis (the former Marrakech home of Yves Saint Laurent and Pierre Bergé), this two-floor concept store stocks some of the most stylish items you’ll find in the Red City. With collections including crocheted hanging lamps and Berber-inspired brass jewelry by Hamimi, Rock da Kasbah T-shirts that draw on Franco-Moroccan pop culture, gold-plated cuff bracelets by Les Maures, meticulously woven straw hats from André Le Chapelier, and organic cold-pressed argan oil from Sidi Yassine, it’s practically impossible to leave 33 Rue Majorelle without a purchase.
Left to right: Bed linens at V. Barkowski; Hamimi founder Rebecca Wilford with her brand’s signature crocheted lampshades. (Photo: Delphine Warin; courtesy of Hamimi)
LRNCE
Founded in 2013 by self-described Belgian “sun chaser” Laurence Leenaert, LRNCE is a collection of ceramics, textiles, and homewares that radiate Moroccan sunshine through fluid lines and organic shapes. At her studio and gallery space in Sidi Ghanem, an industrial quarter on the outskirts of town, every ceramic piece — cheery vases, plates, jugs, candlesticks — is hand-painted by Leenaert herself, as are the designs for her exquisite throws, carpets, and blankets, all hand-knotted by women artisans in their homes around Marrakech. A bespoke service is available, and this year will also welcome Riad Rosemary, a seven-room hotel in the Medina with interiors and accessories by Leenaert.
V. Barkowski
Eschewing the typical Marrakech pops of color in favor of soothing shades of charcoal gray and soft white, this calm-inducing boutique near Dar El Bacha is the backdrop for Valérie Barkowski’s luxury bed and bath linens, made from crisp cotton hand-embroidered in Marrakech with minimalist patterns, delicate embroidery, and little pom-poms. Purchase them off the shelf or have them made to order. Bed linens can be tailored to any size, and they’ll even create customized colors if you think gray and white just isn’t Marrakech enough for you.
Left to right: The showroom at LRNCE; a shawl from Marrakshi Life. (Courtesy of LRNCE; courtesy of Marrakshi Life)
This article originally appeared in the March/May 2023 print issue of DestinAsian magazine (“Marrakech Magic”).
