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Marrakech – Embarking on a journey that traverses continents and cultures, Imane Belmkaddem, a dynamic design entrepreneur of Moroccan and Swedish descent, has forged a path fueled by ambition and creativity.
Starting her journey in Morocco, where she delved into the realms of marketing and communication, she then jetted off to Canada, where she added TV hosting, radio, and event management to her repertoire.
But it was the enchanting streets of Stockholm that stole her heart in 2014.
Here, she unveiled “Inter Art,” a company dedicated to curating multicultural events that weave together the colorful threads of diversity.
In an exclusive sit-down with Morocco World News (MWN), Imane spilled all the details about her extraordinary journey.
Bridging the cultural divide
Back in 2019, after years of working in the event industry, Imane says she noticed a gap in the cultural scene.
“I discovered that it’s a very nice culture, but they don’t have multicultural events,” Imane told MWN.
The prevailing trend leaned towards Scandinavian minimalism, leaving little room for the vibrant tapestry of international cultures.
Determined to change this narrative, she founded Inter-Art, aiming to bring global cultures to Sweden’s doorstep.
“The idea was to start an event company where we can bring the cultures of the world to Sweden, and where I can also promote my Moroccan roots and my Moroccan culture to the world, and especially like to the Scandinavian world and Scandinavian people,” shared Imane in the interview.
One of Inter-Art’s flagship events is the Stockholm International Fashion Fair.
This platform serves as a melting pot of global fashion, where designers and embassies from around the world collaborate to showcase their talent in Sweden.
“It’s a huge occasion for me to promote the Moroccan designer and my Moroccan roots and my Moroccan heritage,” Imane highlighted.
Designs take the global arena
In 2019, just before the onset of the COVID-19 pandemic, Imane started Stockholm International Fashion Group.
Initially conceived as a platform solely dedicated to showcasing Moroccan designers and promoting the country’s customs and designs, the vision swiftly evolved.
Recognizing the potential of embracing an international approach, the focus shifted.
“I discovered that the best idea to give an international touch to our culture and our richness is to bring the world to you and then you can promote your Moroccan culture as much as you can,” shared Imane with MWN.
The inaugural edition of the Stockholm International Fashion Fair took place at the Swedish History Museum, setting the stage for what would become a series of bi-annual events.
Since its inception, the fair has graced some of Stockholm’s most iconic venues, including the National Museum and the legendary Spegelsalen in Grand Hotel, where the first Nobel banquet was hosted.
The most recent edition, the ninth in the series, unfolded within the walls of the Royal Armory Museum, nestled within Stockholm’sprestigious Royal Palace.
Read Also: Stockholm International Fashion Fair Hosts Grand, Women-Themed Celebration
Each event has attracted a diverse audience, with over 50 nationalities represented and renowned designers from Sweden and beyond showcasing their creations.
Central to the fair’s mission is its collaboration with the Moroccan embassy and local designers, who play a pivotal role in spotlighting the rich heritage of Moroccan fashion.
From traditional Moroccan Kaftans to contemporary interpretations of the country’s cultural legacy, the fair serves as a vibrant celebration of global fashion and cultural exchange.
Passionate about fashion and driven by a desire to merge cultures, Imane embarked on a journey that would redefine sustainable style.
A shift to sustainable fashion
Inspired by an invitation from a friend, organizer of the Taragalte Festival in southern Morocco, Imane said, “I was so inspired and amazed by the richness and the heritage of this region and the handcraft of this region and this is how we started this idea.”
It was this encounter that sparked the genesis of her fashion brand; a venture dedicated to crafting unique, sustainable pieces infused with a Moroccan touch.
Drawing upon the talents of local artisans from Marrakech, she set out to create modern outfits and jackets with zero waste, championing traditional techniques while embracing contemporary design
But her vision extended beyond mere fashion; it was a celebration of culture, empowerment, and environmental consciousness.
Collaborating with her mother, Fatima El Hijaji, a renowned Moroccan painter and advocate for women’s empowerment, she embarked on a collaborative collection that transcended borders.
“We printed her paintings on outfits to make her paintings travel around the world, promote women’s empowerment and the fact that every woman wears her design and shows her personality through design and outfit,” added Imane to MWN.
With her brand, she’s not just making a fashion statement; she’s sparking conversations, promoting inclusivity, and leaving an indelible mark on the fashion industry.
Amidst the challenges of 2020, Imane decided to step out of her comfort zone, embarking on a journey of collaboration and creativity that would transcend physical boundaries.
Fashion goes digital
With a keen eye for opportunity, she forged partnerships with fashion weeks and digital events around the globe, determined to showcase the talent of Moroccan and African designers on an international stage.
Her most notable venture came in collaboration with the largest digital fashion week in the world, based in Los Angeles.
Bringing together designers from diverse backgrounds, she orchestrated an online showcase that resonated across continents, proving that creativity knows no bounds.
“This experience was very interesting and we also learned a lot about how to be creative since we couldn’t travel; we traveled digitally, we created content, and fashion videos so it was an amazing experience for me,” Imane expressed.
Through her illustrative tale of fashion entrepreneurship that Imane told to MWN, the designer serves as a beacon of inspiration, proving that with diligence and self-assurance, any goal is attainable.
“My message to women, especially Moroccan women, is to be confident, to follow their dreams, to work hard, to not let anybody tell them they cannot make it,” Imane shared.
