In partnership with the British Fashion Council, the Moroccan National Tourist Office launches an innovative and strategic campaign to support Morocco’s design industry on a global stage.
Renowned as one of the fashion industry’s most prestigious events, the upcoming February 2025 edition of London Fashion Week is rolling out the red carpet for a groundbreaking new partnership. The Moroccan National Tourist Office has announced Morocco as the season’s Official Destination of London Fashion Week, reinforcing its dedication to the intersection of fashion, culture and tourism. With the international creative elite gathering in London from February 20th – 24th 2025, Morocco is set to take the spotlight on one of fashion’s most influential global stages.
The partnership between Morocco and the British Fashion Council (BFC), the authoritative institution behind London Fashion Week and acclaimed as part of the fashion industry’s most reputable non-profit organisations, seeks to establish the country as the exclusive Official Destination of London Fashion Week’s February edition. Positioning Morocco amongst the elite collective of London Fashion Week’s Official Partners allows for this landmark collaboration to pave the way for an immersive activation programme throughout the official schedule.
AN IMMERSIVE EXPERIENCE AT THE LFW PARTNERS LOUNGE
Morocco’s presence will extend to a unique experiential space within the prestigious Partners Lounge at London Fashion Week’s 180 Studios, located in the heart of the British capital on Strand. Situated within the same venue as the British Fashion Council’s main show space, which hosts 500 guests, this immersive lounge will offer attendees a rich journey into Moroccan fashion, art, culture, and tourism.
Visitors will experience interactive activations, learn about Morocco’s creative heritage, and explore the country’s stunning landscapes and luxury hospitality.
To further engage guests, the Morocco Kingdom of Light campaign will feature an exclusive luxury travel giveaway to Marrakech. The rules of the giveaway require participants to follow the official Instagram account of the Moroccan National Tourist Office @visit_morocco_ and post an image on their public Instagram account of anything that inspires them about LFW while using the hashtag #MoroccoLFW.
In addition, the Morocco Media Team will conduct interviews with designers, key figures, and fashion enthusiasts attending London Fashion Week, reinforcing Morocco’s message of cultural connection, artistic innovation, and modernity. Guests will also be treated to traditional Moroccan tea tastings and a live DJ performance by an avant-garde electro artist, blending Morocco’s rich heritage with contemporary global music trends.
THE GRAND FINALE: MOROCCO KINGDOM OF LIGHT PRESENTS MAISON SARA CHRAÏBI & MAISON ARTC
The highlight of Morocco’s participation will be the highly anticipated fashion show on February 24th, featuring Maison Sara Chraïbi and Maison ArtC, two of Morocco’s leading design talents. Invited by the British Fashion Council as part of the LFW Guest International Designers category, their collections are expected to draw significant global attention.
Maison Sara Chraïbi, a prominent member of the Fédération de la Haute Couture et de la Mode, has already secured a permanent place on the Paris Haute Couture Week calendar—the most prestigious platform for high fashion. Her appearance at London Fashion Week underscores her growing international reputation and the remarkable artistry of Moroccan couture.
Meanwhile, the avant-garde designer Maison ArtC will unveil his latest collection, “Celebration”, at London Fashion Week for the first time. Known for his visionary approach, Maison ArtC is a winner of the prestigious Fashion Trust Arabia Award and has presented his collections at esteemed institutions like the Victoria & Albert Museum and the Brooklyn Museum.
Morocco’s strategic presence at London Fashion Week represents a pivotal moment in the country’s global branding strategy, merging its rich heritage with contemporary creativity and innovation. This campaign reflects Morocco’s dedication to fostering cultural exchange, nurturing its creative industries, and establishing itself as a premier destination for art, design, and luxury experiences.
Stay tuned for more updates on Morocco’s bold, disruptive approach to fashion, culture, and global engagement.
