Sophia Kacimi
Born in 1991. Lives and works between London and Fez.
Sofia Kacimi is a French-Moroccan designer who brings together tradition and modernity through her brand Zoubida. Founded after fifteen years in luxury fashion, Zoubida is a collective, committed and colorful adventure, based in Morocco and co-created with artisans between Fez and Rabat.
Initially focused on fashion, the brand breaks with convention: with no seasons or collections, it offers unisex ready-to-wear pieces, where joie de vivre is now extended to playful and interactive textile installations at the crossroads of fashion, craftsmanship, art, and design.
In 2025, her giant chess set Play on Craft is presented at the 1-54 fair at Somerset House and the V&A in London, while the mobile installation Zoubida on Tour, created with tuk-tuk drivers from Marrakech, draws attention to her innovative approach. In September 2025, Sofia Kacimi received the Creative Entrepreneurship Award at the first edition of the Arab World Fashion Awards at the Arab World Institute in Paris, an award specially created to recognize her approach.