Moroccan-born Dutch designer Nada Merrachi is making waves in the Marais district of Paris with her «modest fashion» brand. Her creations are showcased in a pop-up store open until March 31, coinciding with the end of Ramadan. The success was evident from the very first weekend: despite the rain, a long queue stretched for hundreds of meters. Among the visitors were many women eager to explore Nada Merrachi's mid-range collections. The 26-year-old designer, who describes herself as «one of the pioneers of modest fashion», seamlessly blends fashion, clothing, and the hijab. After launching her first boutique in Amsterdam and a pop-up store in Antwerp, she saw it as essential to establish herself in France—«the country of fashion», with Paris as its capital. Her concept has also gained traction on social media, where she boasts 216,000 Instagram followers. She expressed her excitement online about the response to her Paris pop-up store. However, the announcement of its opening sparked mixed reactions, particularly over the choice of promotional imagery, which depicted the Eiffel Tower draped in «modest» clothing. Nada Merrachi's journey began in 2019 when she decided to wear the veil. Struggling to find clothing that suited her style, she started designing her own, beginning with scarves in 2020. Their instant success led her to expand into abayas, pants, skirts, leggings, and more. However, her passion for fashion goes back much further. As Fashion United recalls, Merrachi first learned to sew in her grandmother's workshop in Morocco. When launching her brand, she aimed to «give a voice to women overlooked by the fashion industry».
