Morocco, the Kingdom of Light announced as official destination partner of London Fashion Week

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The Moroccan National Tourist Office has today announced that Morocco will be the exclusive ‘Official Destination’ of the upcoming February 2025 edition of London Fashion Week, reinforcing its position as Africa’s leading tourist destination.

Running from 20 – 24 February, London Fashion Week is one of the most prestigious events in the global fashion calendar. The partnership will position Morocco at the forefront, while paying homage to its artistic heritage and contemporary creative vision, through a series of activations throughout the week.

Highlights include:

  • A grand fashion event; ‘Morocco: Kingdom of Light presents Maison Sara Chraïbi & Maison ArtC’, held at 180 Studios on 24 February and featuring two uninterrupted runway showcases by internationally acclaimed Moroccan designers, Maison Sara Chraïbi and Maison ArtC
  • Experiential activation Morocco Kingdom of Light @ LFW housed in the ‘Partner’s Lounge’ at official venue, 180 The Strand. Serving as the British Fashion Council’s main runway hall with a 500-seat capacity, visitors will be able to explore Morocco’s unique contributions to fashion and design, experience a traditional Moroccan tea ceremony
  • The chance to win an special trip for two to Marrakech – famed for being home to legendary fashion designer Yves Saint Laurent. For more details on how to enter, visit here

Meryem Bennouna, Director at the Moroccan National Tourist Office for the UK, Ireland and the Nordics said: “Known globally for our craftmanship, Morocco has long been a source of inspiration for the world’s top designers. We are honoured to be named the exclusive destination partner to London Fashion Week, a platform that perfectly aligns with our artistic heritage. This collaboration will allow us to showcase the beauty of our country to British travellers and after a record-breaking year in 2024, we look forward to welcoming even more visitors to experience Morocco’s magic firsthand.”

Recognised for her intricate craftmanship, Maison Sara Chraïbi is an esteemed member of the Fédération de la Haute Couture in Paris and her presence at London Fashion Week will be focused on celebrating women through a rooted Moroccan lens.

Winner of the prestigious Fashion Trust Arabia award, Maison ArtC will be unveiling their highly anticipated new collection Celebration, marking its London debut. Best known for exhibiting at institutions such as the Victoria & Albert Museum and the Brooklyn Museum, Maison ArtC has previously collaborated with global brands including Swatch and Adidas.

Morocco’s strategic presence at London Fashion Week marks an important milestone for the destination, solidifying its position as a hub for art, design and luxury experiences.