HISTORY

Alia is far more than a mere family affair. It is the culmination of a long time passion for traditional Moroccan garments and the glamour of French Haute Couture.

Alia’s founder has spent her childhood in Morocco. Years later she got married to a Moroccan banker and she know lives between London, Casablanca and Fez.

From the riads of wealthy local families, and the back alleys of Marrakech and Fez, Dominique Laraqui borrowed amazing local colours, patterns, and embroideries, ultimately fusing them into an Europeanised design. Her collection re-invents traditional evening and cocktail wear, to which she substitutes sumptuous embroidered Kaftans, exquisite Jellabas and sarouals.
 
Her knowledge of design is entirely self-taught, though she was showed the basics of couture by her husband’s aunt, who once was the founder of the first Moroccan Haute Couture Fashion House, Fadéla.

Launched in 1966 Fadéla was the brainchild of Zohr Sebti, a gifted Moroccan lady and a French first hand trained by Christian Dior. Between the late 60's and early 80's most of the world's most glamorous fashions icons like Jackie Kennedy, Emperess Farah Dihba and Nancy Reagan rushed to by a piece.

In 1984 Fadéla's two founding ladies decided to retire, but the little hands once trained by Fadéla continued their activities; they are now working for Alia as well as for many French Haute Couture Fashion Houses and the Moroccan Royal Family.