BALGHA ADIDAS

 

Growing up in Ouled Teima, Mohammed began to observe the contrast around him.Every day, Mohammed examines the people he encounters, the streets, the weather, the Moroccan mentalities, and every facet of his environment, all of which feed his imagination and define his everyday reality.

Time slips swiftly, and Mohammed grew the urge to chronicle his discoveries through images, so he chose to print what his mind collects using a camera and a lens. 

His photographs are beautifully constructed, the angles are picked out of creative power, and the colors seem to be staged. These kinds of pictures are exactly what fashion photography craves.

Mohammed understood that he was so interested in photography in general and fashion photography in particular, so he kept on sharing his vision with people aligned with his energy and environment who understood his vibe.

After an intriguing period of time, he became friends with people he met and worked with inside his notion of obtaining additional takes for fashion photography, therefore he developed another creative inclination, which is producing fashion.

Watching, reading, and chatting about fashion on every fitting occasion drew his attention to an old pair of Adidas Superstars that had been languishing in his closet for so long because he loved the style, but the size was too big for his feet.

His creative imagination dictated the potential of turning this pair of sneakers into a bag, but once he set out to turn the dream into reality, he quickly saw that it wouldn’t turn out the way he imagined and that he actually could turn it into something more stylish.

Back to his professional practice of analyzing his environment, Mohammed observed his granddad wearing a pair of black balgha (the typical Moroccan mules). 

A balgha in any other color besides yellow seems so uncommon, especially for our grandparents' generation, thus that scene lights a spark in Mohammed’s imagination, and he dashes to his closet to take out the Adidas Superstars and changes them into a balgha.

Mohamed’s design merges the Moroccan leather balgha features, which are softness, handmade quality, and flexibility, with the popular three stripes of Adidas.

Once the product is ready, it is time to generate visuals of it. 

Mohamed calls up his buddies who have the same energy as him, and they all agree that a wave of visuals needs to be captured for this masterpiece. 

Pictures and videos, in varied setups, representing a diversity of moments lived by Moroccans.

Mohamed and his team of pals started to execute their dreams, and his friend Achraf arrived to film one of the concepts they decided on. He shot it in such a way that it rapidly captured people’s attention to become one of the most viral videos on social media.

Mohamed highlighted that this is proof that Morocco is ready for a fashion sector. Today, we have enough profiles to develop a solid industry because our creative minds are mad. We are people that grew up in huge diversity, educated in many national and international cultures, and we are active online, thus we are confident about fashion in Morocco.

If the worldwide fashion business only considers four or five capitals in the entire world, in Morocco, we have the capacity to establish a fashion capital out of each single city since each one brings a unique sense of originality that is absolutely different from the other cities.

Fast fashion might have existed in Morocco for two decades, but Moroccans have the inclination to still go to the tailor, thus Mohamed is sure about people being eager to buy from Moroccan designers.

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