"2016 is a positive year, every day I use the experience I gained from my expert tutors during 2015 as a laureate of the Mediterranean Fashion Prize (MFP). This prize was a real catalyst for me.
Our customers are women who are active, international, influential and very attached to their roots. They want to show the world what modern Morocco is about, and fashion is part of it.
Angeline Dangelser became my partner in the business a year ago. Her professional career in the fashion and accessories world is quite impressive, from Jean Paul Gaultier to PRADA and VERSACE.
We share the same values, we are equally demanding and exacting, and we happen to have the same initials, which is the signature of our label AD. We also share the same conviction that Morocco is bursting with highly skilled craftsmen and women who are capable of realising the most complex creations which necessitate know-how and expertise, with finishings worthy of top maison de couture fashion houses.
We decided to use the interior designer Jean Baptiste LIOTARD to unify the 250m² into several working areas; boutique, boudoir, fitting salons, workshop and offices... He managed to turn this 80s bourgeois apartment into the ambience we wanted, with three colours, white, ebony and brass, set-off with materials such as precious woods, quality leathers and innovative textiles.
Our customers' favourite is the travel compartment with hints of the Orient Express, complete with extra large bench seats and a large table in the middle where we make our drawings and sketches. As we are physically very close to our customers, they discover the initial esquisses of their exclusive made-to-measure garments.
The two of us, together, generate an amazing energy, and we have five other members in the team with us in this adventure.
The line of women's ready-to-wear garments, A.D Collection, is realised with one of the major production units in Morocco, « Ladies Wear » run by Mohamed El Khattari and Maurice Azran. We also have a head of the couture workshop, a production manager, two technicians and a business developer.
So, the AD Fashion Studio proposes both Haute Couture and Ready-to-Wear collections, in partnership with the fashion industry and investors in Morocco and other parts of Africa.
We have just finished designing and making the uniforms for the ACCCOR Group–Sofitel, TAMUDA BAY BEACH, &SPA as well as Movenpick Hotel Mansour Eddahbi & Conference Centre."
Ali Drissi, fashion designer and laureate of the 2015 MFP competition.