The Fashion Orientalist sat down with Jedida designer Karima to hear more about her oriental designs and ambitions.
Moroccan/Dutch designer Karima launched her own clothing label Jedida in 2012. Karima felt she needed a creative outlet and started designing clothes for her own circle of family and friends. Her career in fashion flourished when she sensed there was a demand for a modern version of the Morrocan takchita dress.
The takchita is very beautiful, but it has several layers and is quite heavy. I felt the need to create a more comfortable version of this gown. An item you can wear during the day but also on festive occasions
Karima designs one of a kind dresses, t-shirts and skirts and works together with Moroccan craftsmen to give her clothing a Moroccan touch. She creates a cocktail of east and west by combining the western style and comfort with intricate Moroccan embroidery named sfifa and vibrant colors. The women who wear Jedida are from different cultures and Karima’s aim is to create something affordable and modern so it appeals to a wider audience.
A Jedida woman dares to be different. She stands out from the crowd and wears vivid colors. She is a woman of the world. She embraces her own culture but also thinks globally.
Karima is inspired by nature’s beauty, her own environment and the people she meets on her journey as a designer.
When I am biking through Amsterdam I see a lot of different people with different styles and it inspires me. It’s like a sixth sense, I draw inspiration from many things and use it for designs. One time I was watching the soap ‘the Bold and the Beautiful’ and one of the characters was wearing a jacket I really liked. It gave me fresh inspiration for my collection.
I look up to a designers like Elie Saab. He makes the most beautiful designs. I admire designers who create signature looks like he does. He has his own trademark. I would really love to wear his designs some day. I also look up to designer Meriem Fergani. I got to know her during a fashion show. I’m impressed by her handmade designs and feel she is a great person, very kind and welcoming.
In Jedida’s first year the brand has been featured in several magazines. Karima cherishes the work she has done with Hoda magazine, a fashion and lifestyle magazine for Moroccan/Dutch women. Hoda has featured Jedida designs multiple times. Karima has a special way of organizing fashion shows to promote her brand. She allows people to hire her for an intimate at home fashion show. She has a clear vision for success:
People ask me to make more copies of my designs, but I refuse. This is not my vision. I want it to be a special experience to wear Jedida. The knowledge that the design you are wearing is one of a kind makes it more special and unique.
Karima has a lot more in store for us in the near future. One day she hopes to dress one of her idols Princess Rania of Jordan and she would love to dress Dutch/Morrocan singer Hind one day, a woman who embraces her multicultural roots. At this moment Karima is working hard on her summer collection which will be released this summer during the month of Ramadan.
I hope that a lot of people will be wearing Jedida during the Eid al-Fitr celebrations at the end of Ramadan. It is a special time and you’d want to look nice when spending time with family and friends.
Karima from Jedida leaves us with some style advice for the summer:
My tips for spring and summer are to experiment with colors, dare to be different and don’t be afraid to mix up styles and colors. I feel no one should fear opinions of others when it comes to style and fashion. You should wear whatever you like.
For more information about Jedida visit: jedida.com
