Our story

Our founder and creative director Kenza Bennani grew up in Tangier in a highly creative environment, discovering at a very early age a passion for the arts. After completing high school at The American School of Tangier, she was sent off to the Istituto Europeo di Design in Madrid where she was awarded a BA in Fashion Design before she started her career designing costumes for the film, theater and television industry in Morocco, Spain and the UK.


In 2007, she joined Jimmy Choo in London, who later on offered her a technical apprenticeship at one of their partner workshops in Florence to perfect her skills with the support of the finest Italian craftsmen and women.
It is in Italy that she realized that luxury is, before all else, craft sublimated by design, thus enticing a desire to enhance that of her own country.
She then returned to London and joined Louis Vuitton's teams while simultaneously building her brand and putting all the acquired skills at the service of reviving craft in a contemporary, luxurious and sustainable manner.


New Tangier has since established itself as one of Morocco’s most creative brands, captivating a prestigious customer base including royals, editors, and celebrities, both national and international. Its desire is to continue to design collections that showcase the crafts and focus on developing a collaborative relationship with all its artisans as opposed to an exploitative one. It is committed to a design process that always starts with the know-how and to telling the story of each and every craft through a new lens in an attempt to change its perception and ultimately to preserve it.

Traditional craft. New design.

١. Because we have an irrepressible desire for beauty.
٢. Because we celebrate a unique visual culture based on geometry, texture and color unparalleled in its complexity and transcendental power.
٣. Because we believe high crafts embody this culture like nothing else, and that it is our duty to sublimate and modernize it.
٤. Because we refuse to let the past generation’s masterpieces become the cultural stereotypes of the next.
٥. Because we believe it’s time to contribute to restoring our craftsmen and women’s pride by paying them fair rates and supporting them in transmitting their know-how. .
٦. Because we believe sustainability is the only way forward.
٧. Because we dream of creating a place where cultures are bridged, languages are mixed, and old crafts inspire new ideas.
٨. Because we believe in the power of good design to enrich every one of our experiences.
٩. And finally, because we believe tradition is a resource, not a burden.