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The It Girl: Salima Chaieb

Founder and creative director of the eponymous Moroccan fashion brand SACHA BY SALIMA CHAIEB shares her perspective on slow fashion, the unstoppable women who inspire her and why it's crucial to trust your instincts

Above: Salima Chaieb


Tell us a little about your background.


I was born in Casablanca, Morocco where I lived until 2000. Then, I moved to Montreal, Canada with my family where I finished high school and graduated in biomedical sciences with a master's degree in biomedical engineering. In 2008, I moved back to Morocco where I worked in biomedical industries. In 2015, I decided to attend the Canadian fashion school, College Lasalle. Two years later, I obtained my pattern-making diploma.

I opened my atelier in Casablanca, working with seamstresses to showcase the best of their craft. I've always dreamt of creating contemporary designs by twisting Moroccan, locally-produced fabrics, usually used to make traditional garments such as kaftans and djellabas.


I was well aware that the fashion industry was the second largest polluting sector. That's why, from the beginning, I decided to collaborate with self-employed women weavers to create Moroccan rugs from all our atelier's fabric scraps. This is what I call our "Nothing Is Left, Everything Is Transformed" - NILEIT initiative. It is something that we are very proud of at SACHA.


I'm also the curator behind the fashion blog Epic Fashion Moments. It all started with an Instagram account where I've started posting about three to four years ago during my professional retraining. Initially, it was just me posting fashion references that made me love fashion and made me live my dream. Overtime, Epic Fashion Moments turned out to be a kind of encyclopedia of contemporary fashion for fashion students and also a moodboard for several fashion players such as celebrity stylists and Editor In Chiefs.

Above: Salima Chaieb at work


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