Anwar Bougroug, 29, is the founder and Creative Director of Bougroug in the Moroccan Fashion industry. Morocco is home to very diverse coasts, remarkable architecture, intricate handmade cultural pieces, and it is also home to a young designer making a name for himself thanks to his innovation and unique vision for fashion.
Anwar Bougroug founded a genderless fashion label in 2017 called Bougroug. Since the unisex fashion movement that has been gaining momentum in recent years and as gender fluidity becomes more normalized, Bougroug is pushing boundaries by being one of the few promoting this trend in the north African country known for its conservative people. “We are breaking the gender binary and gender roles by representing a new kind of individual, freer than ever from societal norms and rules,” he says. What started out as a personal project to tackle toxic masculinity and empower women in the region became a visible creative fashion house. With every item uniquely handcrafted down to the very last thread by Moroccan artisans, Bougroug incorporates long-standing Moroccan crafting techniques.
Having roots both in Morocco and Europe, Bougroug has been able to work with different companies such as H&M and Bershka, designing and developing collections for women, men, kids and babies. Bougroug has its head office in Stockholm, Sweden, and the production office in Marrakech. Last year, Bougroug decided to amplify his social agenda to write about sexuality, gender-based violence, politics, fashion and society in Morocco.