DUBAI: Jihane Boumediane, the designer behind Moroccan brand Jyann, is garnering significant attention as a finalist for Qatar’s Fashion Trust Arabia Award in the accessories category, ahead of the ceremony in Marrakesh on Oct. 24.
Founded in 2021, her brand is known for its handcrafted bags and hats. It draws deeply on Morocco’s rich heritage of wool felting — a craft that dates back thousands of years and is integral to the country’s cultural identity.
Wool felting, an ancient textile-production method, is a labor-intensive process that involves manually pressing together wool fibers using water and soap.
This technique has been passed down through generations of Moroccan artisans, particularly in the Atlas Mountains where Boumediane sources her wool.
“The wool from this region has so many wonderful properties — it’s resistant, the fibers are not too long or short. It checks all the boxes — sustainable, versatile and beautiful,” explained the designer.
For Boumediane, fashion is not just about aesthetics, it is about preserving and elevating traditional crafts while creating a positive impact throughout the supply chain.
“Our approach is to create an impact on all levels — from the sheep raisers in the High Atlas to the artisans who meticulously craft each piece,” she said.
Her commitment to sustainability and ethical production can be seen in her sourcing of local materials and desire to optimize water usage in wool processing.
Each of her handbags can take anywhere from five to seven days to create and transcend seasons — making them last for years.
The Fashion Trust Arabia Award is a significant milestone for Boumediane and her brand. “Being recognized by such a platform validates the years of research and experimentation we’ve put into our craft,” she said.
Winning this award would enable her to scale her operations, recruit and train new artisans, and further her mission of social innovation. “It’s not just about making beautiful products; it’s about safeguarding ancient techniques and ensuring they thrive in the modern world.”
The FTA 2024 Advisory Board selected 18 finalists from applications submitted by emerging talent from across the Middle East and North Africa region.
They are competing in six categories: ready-to-wear, eveningwear, jewelry, accessories, fashion tech, and for the Franca Sozzani Debut Talent Award.
The board includes British celebrity-loved designer Erdem Moralioglu, jewelry designer Gaia Repossi and US designer Kelly Wearstler.
The winners will receive a financial grant of between $100,000 and $200,000, depending on the size of their business.
