In 2018, Bachner and Minucciani established the atelier in Marrakech, situated in the industrial zone on the outskirts of the city – a brutalist warehouse which drew inspiration from their days living in urbanity. The vertically-integrated brand adheres to a zero-waste policy with its made-to-order manufacturing, a program that also uses the remnant cuttings from produced garments for future development and production – including patchwork pieces, rag weave, home goods and accessories. The desirable working conditions and community feel of the workshop encourages free thinking and collaboration within the community atelier. The production process has a low environmental impact, and all of Marrakshi Life’s looms are powered by just two men, yielding ten meters per day. Today, the Marrakshi Life Atelier is comprised of 55 artisan weavers and tailors, keeping the precious craft alive.
The androgynous silhouettes are often beautifully simple yet expertly executed through skillful tailoring. This restrained approach is in keeping with Marrakshi Life’s look, allowing exquisite craftsmanship of the handwoven fabrics to speak for itself. Each collection features a range of garments including caftans, tunics, dresses, tops, trousers and shorts. A key component of their style is to prioritize functionality, comfort and inclusivity in their garments; the shapes and colors of the designs are practical, gender-neutral and sit outside current fashion trends, which can often be seen to dictate the production of Western fashions.
Marrakshi Life’s utilitarian garments, created from brightly colored and creatively patterned fabrics, have an original and contemporary look. This is borne out of the desire to bring together two cultures and aesthetics that, at first thought, could arguably be positioned at odds with one another: the functional and minimal Western urban look juxtaposed with the vibrant and colorful North African style. However, Marrakshi Life’s collections prove this initial assumption wrong. Marrakshi Life has created a new definition of contemporary Moroccan fashion that incorporates the country’s rich cultural diversity and celebrates the skill and craftsmanship of some of Morocco’s most talented weavers.
Marrakshi Life is committed to supporting responsible manufacturing via sustainable, low impact production methods. They describe the atelier in Marrakech as a community rather than a factory. Visitors to Marrakshi Life can experience the family feel whilst viewing the whole process from textile creation to finished design.