Empowered by thriving artisan heartlands and events like Morocco Design, the nation's luxury potential is on the rise.
When Yves Saint Laurent set up a home in Marrakech in the late 1960s, his enchanting lifestyle offered the world a rare glimpse into the world of Moroccan interiors.
For decades to come, international companies like Inditex would go on to incept manufacturing operations in Morocco, tapping into its deep craft and production expertise, while home firms like H&M Home and Zara Home have seen their businesses grow with products made by Moroccan artisans. Now, a new generation of Moroccan designers and creative entrepreneurs are poised to reclaim that heritage — and secure the recognition and pricing power long enjoyed by European luxury brands.
The most recent government data shows that Morocco’s craft exports are on the rise. In 2025, they reached 1.232 billion Moroccan dirhams in 2025 (equal to $125.4 million at current exchange), up from just 792 million dirhams in 2019. The U.S. accounted for 49 percent of exports, followed by France at 10.5 percent.
Earlier this year, Hanane El Moutii, founder of the communications and strategy firm Éclat, launched Morocco Design to demonstrate that Moroccan design creatives are emerging as leading international voices.
In an interview with WWD, El Moutii said the movement is being driven by both local talent and members of the Moroccan diaspora who have studied and worked in countries including the U.S. and France.
Morocco Design held its inaugural edition in Casablanca from Oct. 5 to 7, with a citywide program of exhibitions, showroom presentations, workshops and gatherings.
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