Casablanca – Pop star Saad Lamjarred and renowned designer Issam Wachma introduced their innovative fashion brand, SW, at an exclusive launch event in Casablanca today.
The event, held at the Sacred Heart Cathedral, was a stunning showcase of creativity, blending Lamjarred’s musical charisma with Wachma’s architectural design expertise. The historic venue set a dramatic stage for the collection, which aimed to fuse the worlds of music and fashion seamlessly.
SW stands out as more than just another celebrity-backed fashion brand. It represents a thoughtful collaboration that combines Lamjarred’s magnetic presence and Wachma’s refined design sensibility. As models strutted down the runway to a custom soundtrack featuring Lamjarred’s hits, the connection between music and fashion was clear.
Bachir Abdou, Lamjarred’s father, expressed immense pride in his son’s achievement. Speaking with Morocco World News, Abdou noted the deep connection between fashion and music, claiming, “Fashion and music share the same soul.”
The collection featured elegant evening wear adorned with intricate beading, inspired by sound waves—a nod to Lamjarred’s influence in the music industry.
In a notable move, the SW brand also introduced designs for people with special needs, marking a significant step toward inclusivity in fashion.
Rachid El Ouali, a celebrated Moroccan artist, graced the event wearing one of the SW pieces, further adding to the occasion’s star-studded appeal. Wachma made a grand entrance, joined by his two sons, receiving an enthusiastic ovation from the crowd. Lamjarred, dressed in SW apparel, later captivated the audience with a performance that added energy to the already electrifying event.
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