From Morocco to the World

HAMAMA was born in Germany on July 12, 2020. But its story began long before that date, in Morocco, among fabrics, family traditions, skilled hands, and a world where clothing was never merely clothing.

Imad Hmama, the Moroccan designer behind the label, was born in Meknes and grew up between Salé and Rabat, with family roots in Ouezzane. Fashion was part of his world from an early age, shaped by the influence of his father, Nordin Hmama, who devoted much of his life to the industry and built decades of experience working with established fashion businesses across Europe and the Arab world.

Growing up around his father’s craft, Imad learned to observe before he created. He discovered the language of fabric, the precision of a cut, and the difference that a skilled hand can make. He was the youngest among those working around him, but his imagination was never small.

For him, fashion was not simply a profession to inherit. It was a world to explore, question, and eventually make his own.

Essaouira became an important chapter in Imad’s life, followed by Marrakech.

He worked in tourism and in the world of bazaars, vintage clothing, and garments with a history of their own. Surrounded by objects shaped by time, culture, and individual taste, he developed a deeper appreciation for clothing that carried more than a seasonal trend.

Friends began asking him to create garments specifically for them. Their friends followed. What started as personal requests gradually became a creative practice.

There was no elaborate business plan at the beginning. There were people who trusted his eye, ideas that deserved to become real, and garments made for individuals rather than an anonymous market.

Through these early creations, Imad began to recognise his own direction. His work was becoming a meeting point between personal style, Moroccan influences, and the experiences he had collected along the way.

HAMAMA is Imad’s family name. In Arabic, hamama also means dove.

For the label, this meaning holds a natural significance. The dove evokes peace, freedom, love, and connection. It speaks of movement without losing one’s roots, of belonging without being confined to a single place.

The name is both personal and universal. It honours a family and a heritage while opening its doors to people from different backgrounds, cultures, and ways of life.

HAMAMA is rooted in Morocco, shaped by life in Germany, and created with a wider world in mind.

Its identity is not about choosing between places. It is about allowing them to exist together.

Behind HAMAMA lies a story of family, memory, and gratitude.

Through his father, Nordin, Imad discovered that craftsmanship is not acquired overnight. It is built through years of practice, attention, patience, and the willingness to keep learning. It lives in the hands, but also in the habits and values passed from one generation to another.

When his father lost his sight, the meaning of HAMAMA became even more personal. The label grew into a tribute to the man who had introduced him to fashion—a way of honouring his father’s life in the industry and carrying forward what he had taught him.

It is also a tribute to the craftspeople who learned from his father and to everyone whose knowledge lives on through the work they create.

Some legacies are not preserved in photographs or words alone. They continue through the things we make, the values we keep, and the knowledge we pass on.

HAMAMA is part of that continuation.

HAMAMA is designed in Germany and produced in Morocco by a team Imad considers an extension of his family.

The relationship is built on trust, experience, and respect for the people behind each garment. Imad personally selects materials and remains involved in the creative process, working closely with the team responsible for bringing his designs to life.

For selected creations, he collaborates with traditional Moroccan weavers known as draz and with women artisans who produce distinctive textiles using inherited techniques. Some fabrics can take three or four days to weave.

That time is part of the work. It is part of the value, the texture, and the story.

HAMAMA believes that craftsmanship deserves to be visible—not necessarily through a label or a claim, but through the character of the finished piece and the care invested in making it.

The hands behind the garment are not an afterthought. They are part of its identity.

HAMAMA is not built around the idea of producing as much as possible.

Many designs are made in very small quantities. Depending on the material and the nature of a creation, a design may exist in just one, two, three, or four pieces. This approach is particularly evident in the label’s jackets and hats, where combinations of fabric, colour, texture, and detail can give each garment a distinct personality.

The intention is not rarity for its own sake. It is the freedom to follow an idea without forcing it into endless repetition.

Imad wants to leave room for experimentation, unexpected combinations, and the instinct that makes creative work feel alive. A piece should exist because there is something worth expressing—not simply because a previous design sold well.

For HAMAMA, individuality is not an extra feature. It is part of the reason to create.

The question is not only how many pieces can be made, but what each piece can become.

HAMAMA began online. Its next chapter unfolded through direct encounters with people.

Büdingen marked the label’s first experience in a physical shop. Although the town was small, the experience was significant: an opportunity to introduce HAMAMA in person, bring the garments into a real space, and begin building relationships with customers beyond the screen.

From there, the journey continued to Hanau.

At Stadthof Hanau, HAMAMA gained valuable experience with a physical retail presence and welcomed people who connected with the label’s designs. Many became returning customers, following the collections and looking forward to what would come next.

On July 10, 2026, HAMAMA took part in The Sunset, a fashion show at Stadthof Hanau. It was a moment when the garments moved beyond the workshop and the shop floor, revealing themselves through movement, light, and the presence of the people wearing them.

In September 2026, HAMAMA continued its journey in Offenbach through a temporary retail space in the city centre. The space offered visitors an opportunity to encounter the collection more closely—to see the textures, appreciate the details, and experience the garments beyond a photograph.

Each location has contributed something different to the label’s development. A shop becomes more than a place to sell clothing when people return, conversations continue, and a connection begins to grow.

For HAMAMA, these relationships are an essential part of the journey.

HAMAMA’s journey has also reached audiences through media coverage, including RTL Hessen.

For a label built through personal experience and independent creative work, these moments offer another way to share its story: the connection between Moroccan roots, life in Germany, and a contemporary approach to fashion.

Yet the heart of HAMAMA remains in the work itself. The fabric, the construction, the details, and the people behind each garment continue to express what the label stands for.

Recognition may introduce the story to a wider audience. The work gives that story its substance.

In October 2026, HAMAMA returned to Essaouira through its participation in MOGA Festival.

For Imad, the city carries a personal significance. It belongs to an earlier chapter of his life and to the places that helped shape his perspective. Returning with HAMAMA meant bringing a creation born from that wider journey closer to its Moroccan roots.

The response was memorable. The jackets brought by HAMAMA to the festival sold out, creating a meaningful moment for a label whose story began in Morocco and developed in Germany.

The visit also brought important encounters beyond fashion, including a meeting with André Azoulay, adviser to King Mohammed VI and a prominent figure in Essaouira’s cultural life. It was an opportunity to reconnect with the city and consider what a deeper relationship with Morocco might look like in the future.

For HAMAMA, MOGA was more than another event on the calendar. It was a reminder that the places which shape a creative vision can remain part of its future.

The ambition is to build a stronger presence in Morocco gradually, beginning with Essaouira and exploring possibilities in Tamraght and Marrakech.

Not as a return to the past, but as the beginning of another chapter.

Every HAMAMA piece begins with an idea. It passes through fabric, hands, decisions, and time before becoming something that can travel into the world.

But the garment is only one part of the story.

There is the father who passed down his knowledge. The Moroccan cities that shaped the designer’s eye. The artisans who bring materials to life. The customers who return. The festivals and shops where strangers become familiar faces. And the journey between Morocco and Germany that continues to unfold.

HAMAMA is a family story transformed into a creative practice—a Moroccan-rooted fashion label shaped by movement, made with intention, and open to the world.

It is not about dressing everyone the same way. It is about making room for people to express who they are.

Because clothing can hold a memory. It can carry the feeling of a place. It can bring different worlds together without asking them to become the same.

And it can travel far without forgetting where it began.