We celebrate the difference

It was actually on Instagram when we first discovered Mastika . We were impressed by some very unique clothing pieces with colorful and one of a kind details. What was even more interesting is that Mastika is an ethical brand based in Moroccco, Whose founder is an Egyptian designer! And we can definitely see the marriage of the two cultures in Mastika’s creations.

LET’S KNOW MORE ABOUT MASTIKA ! SHALL WE?

HERE IS THE FULL INTERVIEW WITH THE WOMAN BEHIND IT ALL 

Could you tell us a little bit about yourself and your background? What led you to launch your own brand?

My name is Emilie El ATTAR, I am French/Egyptian and I have been living in Casablanca for the past four years. Before settling in Morocco, I was residing in Cairo for nearly six years. I have always been passionate about fashion, especially its socio-economic impact. I wrote two research thesis on the fashion industry, the first one deals with aesthetics and economics in the 1920s, while the second one evaluates the true cost of the fast fashion industry.

It was this second thesis that led me to launch my own fashion label. I was somehow addicted to Fast Fashion and the self–confessed compulsive buyer. The redaction of this paper was therapeutic and opened my eyes to the need for more transparency in the supply chain as well as more ethical brands. In addition to that, I always wanted to find a way to honor my dual cultural heritage. Mastika became my creative outlet that combines all of these elements at once.

We would like to know more about your inspirations. Could you say a word about it?

Mastika is a fusion of western and middle eastern culture. My inspiration comes mainly from my Egyptian roots since I exclusively use a traditional Egyptian fabric for my designs called Khayameya. This fabric has been used to decorate Ramadan tents in Egypt for centuries. I transform this conservative fabric and adapt it to more contemporary styles mostly influenced by the HIP HOP 80s scene for the bombers jackets and the roaring 20s for the headbands.

What is your favorite part about being a designer?

The creative process is definitely my favorite part of being a designer. I enjoy every step starting with imagining the garment to designing it and adding the final touches. I also love seeing people wearing my designs.

Brand’s DNA:  How would you describe your brand ( story, identity, style, concept..)?

If I had to describe Mastika, I would use three words: ethical, ethnic and colorful. The beauty of this brand is that It tells my personal story through designs. Mastika simply translates in a creative way my cultural heritage and my love for fashion. I like to think of it is as my personal creative diary.

We are curious about your brand’s ethical side. Could you tell us about it?

Mastika is an ethical brand since the supply chain is transparent. I buy the fabric myself in Egypt from ethically sourced textile suppliers, then each piece of clothing is 100% handmade in Casablanca in a dressmaking workshop in limited quantities. Workers tailoring the Mastika products are real artists with good working conditions and wages. Mastika aims to become fully sustainable by offering original and ethnical styles with classic cuts that can live forever in your closet.

Where do you produce and distribute your designs ?

All of the Mastika products are 100% handmade in Casablanca, Morocco. Mastika was launched less than a year ago, so far the products are mainly sold in Morocco during open days and in France. Social networks like Instagram are great for visibility, and several times customers have reached me just by sending a direct message. Very soon, Mastika products should be available online, so stay tuned.

Tell us about your last collection ( we will need some pictures please). What was your inspiration? (What is the name of this collection ?)

The fabric used “Khameya” was created in the Pharaonic era and flourished after the Islamic conquest. The name of the collection for women is called Hatshepsut, which means «Foremost of Noble Ladies ». Hatshepsut was the fifth pharaoh of the Eighteenth Dynasty of Egypt. She was the second historically confirmed female pharaoh embodying strength and femininity.

Moreover, a month ago the male collection “Khufu” was launched, also named after an ancient Egyptian monarch who was the second pharaoh of the Fourth Dynasty.

How do you want your clients to feel when wearing your clothes?

I wish for everyone who wears Mastika to feel the way I do when I wear those designs: colorful, confident, and unique.

Where do you think fashion is at the moment?

Today fashion is at a crossroads. The fast fashion industry has destroyed the real ethic of fashion. Some designers are gradually starting to realize the urge to improve the fashion industry standards to become cleaner and more sustainable; however, it is a slow process. In addition to that, I feel that customers are tired of the standardization of the fashion industry and are now looking for more unique and ethnical pieces of clothing.

What do you consider the important facets of the fashion industry?

I believe that the most important facets of the fashion industry are to be fashion-forward, ethical, and creative.

And—last, but not least, What is your advice for fashion entrepreneurs?

Being a fashion entrepreneur is not an easy task, my best advice is to always believe in yourself and to be open to receiving feedback because that’s the only way to improve your business. Always start small and gradually things will pick up. Patience is the key in this business!