In a market saturated with brand collaborations and limited edition ‘drops’ only the most authentic creative codeshares cut through the noise. Celebrating and reimagining Moroccan craft for a global audience, Australian fashion brand ALÉMAIS’ partnership with textile and ceramic artist Laurence Leenaert, the Marrakech-based founder of LRNCE, was born from an unexpected friendship and a mutual passion for championing sustainability and artisanal communities.
Their new 4-part collection, that ranges from artfully decorated kaftans and hand-woven totes to jewellery in responsible materials like European flax and organic cotton, is not only built on work by local artisans, it supports women in rural communities and features responsible materials like European flax and organic cotton.
Belgian-born designer Laurence Leenaert launched her Morocco-inspired (and based) lifestyle brand LRNCE in 2015. ‘I met so many skilled and talented artisans that I decided to explore new fields and materials. It became a celebration of craftsmanship with my own aesthetics’ Laurence recalls. Now based in Marrakesh and working with a small in-house team, she focuses on handmade ceramics, textiles and objects. Plus, she owns and runs Rosemary, an impeccably designed riad in Marrakesh; it set the scene for LRNCE’s striking collaboration with ALÉMAIS.
Laurence met Lesleigh Jermanus, founder of ALÉMAIS, many years ago in the medina in Marrakech. LRNCE was already established while Lesleigh was working in design but the vision for ALÉMAIS had yet to take shape. However, it was clear that something special would come from their chance meeting. ‘I did know in my heart that Laurence and I would remain friends despite the distance. She has this enigmatic aura and leaves you feeling inspired about life’ says Lesleigh.‘It felt like a dream come true when Laurence sent me a note about collaborating - I almost fell off my chair. Our team screamed with pure joy!’
ALÉMAIS hit the Australian fashion scene in 2020 during the many lockdowns at the height of the Covid pandemic. It started with Lesleigh’s desire to bring joy to people during what was a very dark time for many. In just five years, the brand has built a loyal global following for clothes that look good and do good: ALÉMAIS has a commitment to only work with partners that are either Fair Trade Certified or part of a social enterprise that’s actively giving back to its community.
For this collection the delicate beading on the garments has been completed by artisans in Mumbai, raffia items have been hand dyed and crafted in Madagascar and basket bags woven in Morocco. ‘We wanted to express a deep connection to crafts, Moroccan heritage, and the mysterious, energetic rhythm of the city. It was a very intuitive and collaborative process. We spent a lot of time sharing ideas and feelings, trying to define the mood beyond just visuals’ says Laurence.
During the creative process, the ALÉMAIS team travelled from Australia to stay with Laurence in Marrakech. They spent time immersed in the city, taking in the smells, sounds and colours around them. ‘We had photos from the trip with colours thoughtfully layered, paired patterns in ways that reflect the city’s charm, and highlighted textures to evoke the tactile beauty of traditional Moroccan craft,’ Lesleigh shares. Moorish influence runs throughout the collection, particularly in the pieces made in Marrakech. For instance, the baskets are crafted in partnership with an artisanal cooperative that empowers rural women by providing a sustainable income and fostering independence. ‘These pieces celebrate Morocco’s rich weaving traditions while pairing beautifully with our artful, modern designs’.
Diving into her atelier’s archive, Laurence selected shapes and elements that best suited the collaborative universe that the two designers were creating. ‘The colours and patterns came naturally from that dialogue between tradition, material, and emotion’, admits Laurence, ‘The focus was very much on texture, how surfaces could tell stories, and on finding harmony between the raw and the refined’. The outcome is exactly what you would expect, beautiful crafted garments wrapped in Laurence’s striking artwork. A refreshing collaboration offering a blend of playfulness and impressive craft.
Marrakesh travel tips from LRNCE's Laurence Leenaert:
Head to the old industrial area of Sidi Ghanem. The area has transformed into a hub for creativity. Here you will find lots of new galleries opening and stores with a focus on interior/crafts.
I love visiting artisans, going to the flea market, and taking walks around Marrakech. It’s the small daily details, the light hitting a building, a landscape, a color combination that truly feed my inspiration.
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