Moroccan luxury fashion label Hanout Boutique, spearheaded by designer Meriem Nour, is making significant strides in its global expansion. Following a successful debut in Paris earlier this year, the brand is poised to showcase its collection at COTERIE New York from February 18 to 20, 2025. This prestigious trade show is a key event for fashion industry insiders. COTERIE New York is renowned for gathering buyers, retailers, and stylists eager to discover the latest trends. For Hanout Boutique, this participation represents a pivotal moment in its international journey, which began in 2023 with a notable appearance in Rabat at the Audace Initiative event, where the brand clinched the Audace Grand Prix. The following year, Hanout was invited by the Trois Cultures Foundation to grace the runway at Seville Fashion Week. In January 2025, the brand further cemented its presence by participating in How's Next in Paris, a prominent platform for independent ready-to-wear designers. Founded by the self-taught Meriem Nour, Hanout Boutique is deeply rooted in a diverse and eclectic heritage. Born in Marrakech, Nour was influenced by her mother's embroidery skills and her sisters' involvement in the clothing industry. Her time in London exposed her to avant-garde fashion, and she honed her craft at Central Saint Martins. Upon returning to Morocco, she collaborated with dedicated artisans to create a brand in Marrakech that boldly blends tradition and modernity. Hanout Boutique is celebrated for its unapologetic femininity, featuring structured designs, transparent elements, and exclusive prints. The brand's iconic Alexia dress recently gained attention when worn by Patricia Arquette at the Marrakech International Film Festival. The Dina pants pay homage to 70s rock culture, encapsulating the brand's essence, while the Victorian-inspired Matteo and Karima shirts reflect Nour's London influence. Hanout Boutique operates a showroom in Marrakech's historic center, with additional outlets in Casablanca and Tangiers, and has established a footprint in both Europe and the United States.
