MOḌA

MOḌA. Moroccan Fashion Statements is on view at Centraal Museum in Utrecht, The Netherlands. This comprehensive fashion and art exhibition is as diverse and multifaceted as the participating creators and their designs, showcasing close collaborations with both internationally renowned artists and emerging local talents from Utrecht. Curated by DAR Cultural Agency and Centraal Museum, this vibrant display covering 1.000 square metres brings the bold visions and personal narratives of pioneering designers and artists to Utrecht, a city home to a vibrant Moroccan diaspora. MOḌA is a manifestation of Moroccanness, created for and by those who embody it.

Moroccan Fashion Statements at Centraal Museum
The exhibition title, MOḌA, means “fashion” in both colloquial Moroccan and Tamazight. It emerged from extensive conversations with community members and was chosen to reflect their voices and cultural insights. In this exhibition, creators with Moroccan roots take centre stage. Over 50 participating contemporary artists present subtle and explicit fashion statements that challenge conventional perspectives. Moroccan fashions are interwoven with regional specialities, symbolism and extraordinary crafts and have long been seen as folkloric or oriental. MOḌA redefines this perception and sets heritage in motion.

It is an invitation to connect with the artists’ perspectives. Through seven themes, MOḌA tells transhistorical, intercultural and personal stories from the perspective of the artists about fashion, symbolism and crafts. Morocco has ancient cultural traditions but is relatively young as a country in its current form. The exhibition provides a glimpse into the vast diversity of Moroccan fashions, without aiming to be complete. 

New work 
MOḌA features new creations by, among others, BENCHELLAL, the young makers of BOKS Cultuurhuis, Hassan Hajjaj Studio, Ilham Mestour, Maison ARTC, Mastoor, Meriem Belkhayat, Meryem Slimani, Mina Abouzahra, Said Mahrouf and Samira Charroud.

Curated by conservation and joint efforts
The exhibition is initiated by fashion curator Ninke Bloemberg of Centraal Museum and co-curated by Zineb Seghrouchni, founder of DAR Cultural Agency. Together, they created and curated MOḌA through a collaborative process involving conversations with people from various communities, disciplines and areas of expertise, in the Netherlands and Morocco and beyond, aiming to bring underexposed (fashion) stories into the spotlight. Exhibition texts are available in classical Arabic, English and Dutch and a free multimedia guide is available in Tamazight, Darija, English and Dutch to represent these efforts to the audience as well.

Zineb Seghrouchni, co-curator of MOḌA and founder of DAR Cultural Agency: “Moroccanness fascinates me: it is irreplaceable, constantly evolving and rooted in a rich heritage. MOḌA is a manifestation of Moroccanness, created for and by those who embody it.”

Ninke Bloemberg, curator of fashion at Centraal Museum: “MOḌA goes beyond the stereotypes to convey the irrepressible energy of contemporary makers with a relationship to Morocco, from high fashion to streetwear and from the hyper-local to the global stage.”

Makers
MOḌA. Moroccan Fashion Stations features work by BENCHELLAL, Bled, BOKS Cultuurhuis, Chaimae El Masmoudi, Daily Paper, Christian Dior by Maria Grazia Chiuri in collaboration with Sumano, Dunya Zita, Fadila El Gadi, Fiona Makkink, Hassan Hajjaj Studio, House of Useless, Ilham Mestour, Jasper Abels, Joseph Ouechen, Joste/Yves Saint Laurent, Karim Adduchi, Kulte Art & Editions, Late for Work, Laila Hida, Le Rouge BS, Maison ARTC, Maison Sara Chraïbi, Mastoor, Meriem Belkhayat, Meriem Bennani, Meriem Yin, Merrachi, Meryem Slimani, Mina Abouzahra, Mounir Raji, New Tangier, Noureddine Amir, Raphia, Said Mahrouf, Samira Charroud, Sophia Tazi, STONES STORIES, Tamy Tazi, Yusra, Yousra Razine Mahrah and Yto Barrada.

Royal opening
MOḌA. Moroccan Fashion Statements was officially opened on October 2 by Queen Máxima of the Netherlands, drawing a large and enthusiastic crowd. For the occasion, the queen wore a striking design by BENCHELLAL, adding to the excitement of the event. The festive opening programme featured exciting fashion shows by three of the exhibitors—Said Mahrouf, Yousra Razine Mahrah and BENCHELLAL, and welcomed the Queen Máxima as the very first visitor to see the exhibition.