Youness Bouchida, a fervent advocate of "Made in Morocco," has transformed Initiative Audace into a beacon for Moroccan fashion and design, propelling local brands onto the global stage. As president of fashion and design at the Federation of Cultural and Creative Industries, he champions female entrepreneurship, aiming to elevate Moroccan creativity internationally. Youness Bouchida / Photo by Karim Lazaar ‹ › Youness Bouchida has always been driven by a deep passion for Made in Morocco. By merging fashion, design, and creativity, he has transformed Initiative Audace into more than just an incubator. Through his company, he amplifies the visibility of established Moroccan brands, helping national innovations reach global markets. As the president of fashion and design at the Federation of Cultural and Creative Industries (FICC) within the General Confederation of Moroccan Entrepreneurs (CGEM), he is a staunch advocate for female entrepreneurship. His ambition is to «highlight Moroccan fashion and design as creative forces on the international stage». An Introduction to the World of Fashion Born in Fez in 1988, Youness Bouchida was raised in the vibrant city of Casablanca, where «fashion is a daily experience and omnipresent». He later moved to Toulouse, France, where he graduated from the School of Communication, Marketing, and Digital (ISEG) after five years. During an internship with Maroc Export, now the Moroccan Agency for Investment and Export Development (AMDIE), he cultivated his interest in the mobility of Moroccan expertise. «This is where I truly learned to promote Morocco internationally. The desire to showcase my country and Moroccan soft power took shape through my expertise in fashion and design.» Youness Bouchida Following this, Youness Bouchida set his sights on Kuala Lumpur before returning to Morocco to join the BNP Paribas group (BMCI). Back in France, he pursued a master's in digital studies and obtained his MBA. He then joined Accor Hotels and worked with Who's Next, Europe's leading international women's fashion trade show, through a specific structure. «I owe this initiation particularly to one person, Zohra, who allowed me to evolve in both digital and fashion by creating B2B dating apps,» he acknowledges. Along the way, he recognized the growing need for Moroccan creations. «I brought that structure back to the country to establish support for Moroccan creators and give them a platform at Who's Next,» Youness Bouchida explains. The health crisis marked a pivotal moment for his entrepreneurial journey. «It was then that I created my first structure in France, followed by a second in Morocco,» he says. Youness Bouchida / Ph. Karim Lazaar His enthusiasm for promoting Morocco through fashion, design, and creators also inspired his vision of aligning his company's identity with the country's values. International Codes to Promote Morocco «Among the profiles we support, 90% are women creators,» Youness Bouchida shares. Beyond business, one of his objectives is to «empower these women to adopt a managerial stance, positioning them as economic players capable of engaging with international buyers». «It's a way for them to regain confidence, realizing that they can contribute to Morocco's international influence, undertake professional trips, and meet people to advance their business.» Youness Bouchida In this regard, the entrepreneur ensures to «recruit brands that properly remunerate their workers, declare them to the CNSS, and embed this regularity in creation». For him, the key lies in responsible distribution: «ensuring that buyers purchase at a fair price, creators sell at a fair price, and also pay at a fair price». Now, Youness Bouchida positions himself as «an accelerator for the export of already established brands». He demonstrates that it is not solely a luxury segment. «We seek authenticity and craftsmanship. We return to these values, which are our asset in Morocco. We already have this luxury in our expertise.» Youness Bouchida The entrepreneur believes that «we also have this authenticity in hospitality, in the diversity of our regions, which are rich in several cultures within a single country». Promoting in Morocco and Abroad In this process, Youness Bouchida relies on his numerous local and international partners. Among the national partners is the Hiba Foundation, with which he participated in the third edition of the Moroccan Forum of Cultural and Creative Industries (FOMICC). Lune de jour - Fairmont / Ph. Karim Lazaar The idea was «to bring together Moroccan designers and invite international buyers, the press, and personalities to create a network dynamic». «The Foundation provides us a lot in terms of structure and institutional support,» the entrepreneur states. Youness Bouchida is also committed to highlighting international creators who thrive in a Morocco that is a «welcoming land for Europe, the Americas, and the rest of Africa». Through Initiative Audace, he has also conducted programs promoting creation in Morocco and abroad, in the cities of Rabat and Marrakech, through the concept of «Creative Destination». «I am also moving forward today with the support of a major fashion figure in France: Madame Nathalie Dufour, founder of the ANDAM Prize in Paris. She is our patron, and she guides me in the development of our initiative in Morocco. She herself is a great lover of our country.» Youness Bouchida The initiative has expanded to Riyadh and Abu Dhabi, where it has been supported by the government. «Through our partners in the Chalhoub Group, we have installed Moroccan creators at Tryano Abu Dhabi, alongside Jacquemus, Dior, and Givenchy for a Ramadan sale,» Youness Bouchida notes. Building on this success, he plans to «continue this international breakthrough, with a next edition in Dubai, then in Marrakech».
