Casablanca – Pop sensation Saad Lamjarred and prominent designer Issam Wachma unveiled today their collaborative brand, SW.
A creative fusion of music and fashion, the launch took place during a packed showcase at the Sacred Heart Cathedral in Casablanca.
The historic venue provided a dramatic backdrop for the collection that marries Lamjarred’s magnetic stage presence with Wachma’s architectural approach to design.
The collection pulls its strength from the way it managed to bring two creative forces together: the magnetic stage presence of Lamjarred and the refined design sensibility of Wachma.
As models did their final walk to a custom-mixed soundtrack of Lamjarred’s hits, it became clear that SW isn’t just another celebrity fashion venture. Instead, it is a thoughtful collaboration marrying the best of two artistic worlds.
A-list celebrities in the front row watched in glitter as a new and potentially different Moroccan voice in high fashion came into being.
Talking to Morocco World News on the sidelines of the event, Lamjarred’s father, Bachir Abdou, spoke of being happy and extremely proud of his son’s successful launching of SW.
Abdou reveled in his son’s success and pointed to his talents, arguing that “fashion and music share the same soul.”
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The highlights of the collection included a line of evening wear with intricate patterns translated into beading, inspired by sound waves-a clever nod to Lamjarred’s musical influence.
On the innovative front, the newly launched brand stands out with its designing of pieces for people with special needs.
Rachid El Ouali, a famous Moroccan artist, took part in the event wearing one of SW pieces.
Wachma, accompanied by his two sons, made a remarkable entrance to the show to the ovation of the crowd.
Then came Saad Lamjarred, all dressed in SW brand cloth, entertaining the audience with his performance and adding spice to the show.
The show concluded with people dancing and singing to Lamjarred’s performance on stage, leaving them an unforgettable memory that merges music and fashion.
