In
a world where fashion is often dictated by fleeting trends and Eurocentric ideals, Youssef stands as a disruptor. An artist, a model, and a storyteller who turns the streets of Agadir into his personal runway. Blending vintage aesthetics with heritage craftsmanship, his style is not just about clothing; it’s a movement, a rebellion against conformity, and a bridge between past and future.
From the bustling souks to hidden thrift markets, Youssef hunts for pieces that carry history, transforming them into statements of identity. His deep-rooted love for the ‘70s, his fearless self-portrayal, and his commitment to showcasing Moroccan culture in its rawest form make him a figure impossible to ignore. But beyond the carefully-worked visuals and curated outfits lies a deeper philosophy, one that challenges fashion’s Western gaze and redefines where it means something to be seen.
In this conversation, for the column ‘Take it to the Streets’ Youssef opens up about his relationship with Moroccan heritage, the power of self-expression through modelling, and the way social media has reshaped personal fashion. Prepare to step into his world where tradition meets rebellion, and every outfit tells a story.
Youssef Alaouad“I buy second-hand clothes in thrift stores. I generally choose colors that bring the photograph to life like a painting. You have to make the photo speak.”
Agadir, Morocco
What is your relationship with your local fashion heritage? How are crafts involved in this connection?
My relationship with heritage is deeply intertwined with fashion. I mix traditional elements with contemporary styles to create a unique cultural atmosphere, adding a special flavor to the fashion scene. This approach also serves as a platform for local craftsmen, showcasing their work to a global audience and emphasizing the value of creativity in every form.
Over the years, I’ve realized that fashion is not just about wearing clothes, it’s about storytelling, history, and identity. My journey into fashion and photography began in 2012, completely transforming how I see the world. By 2015, I had developed my own artistic vision, blending my heritage with global influences to craft a unique personal style that moves beyond tradition while remaining deeply connected to it.
In the process of modeling, how do you actually express your identity?
Through my modeling, I aim to show that fashion exists everywhere, not just on runways, but in the markets, streets, and workshops of artisans. My culture and identity are at the heart of my style, and I proudly express them wherever I go. As a model, on the Moroccan streets with this rare ability to blend naturally into any kind of scene whether it is a junkyard or in front of a motorcycle without denying the classic style. The goal is to show a moment of everyday life artistically every time.
Also, my love for the 1970s plays a key role in how I shape my identity through fashion. Wide-leg trousers, vintage jackets, and retro aesthetics are more than just stylistic choices. They are deeply rooted inspirations from my childhood. As a child, I would look into my parents’ wardrobe, picking out pieces and photographing myself in them in the mirror. This passion has evolved into my signature style that merges nostalgia with modernity, both in self-portraiture and outfits choices, staying true to my Moroccan roots.
How do you think Eurocentric fashion systems can improve their understanding of Moroccan street fashion?
Eurocentric fashion now heavily relies on heritage, history, and culture in its collections. This growing appreciation is essential because fashion is more than just clothing. It carries meaning, storytelling, and identity. To truly understand Moroccan street fashion, there needs to be more engagement with the lived experiences and cultural nuances that shape it.
I have always believed that fashion should be a dialogue rather than a monologue. As someone who blends different eras, influences, and cultural symbols in my work, I think the best way for Western fashion systems to appreciate Moroccan street style is to go beyond surface-level inspiration and truly immerse themselves in the everyday realities of Moroccan fashion, where actually traditional clothes and contemporary outfits spontaneously coexist.
“ my efforts are now limited to how to create special looks and mix them with the Moroccan hat. ”
Tell me three words through which you’d define Moroccan Street Fashion.
Heritage, Culture, History. They basically are the origin of everything.
You said you like buying vintage, I believe you actually have some good spots to suggest to us in Agadir.
There are several weekly markets that sell clothes directly on the streets. I personally handpick pieces from markets like Sidi Youssef, where I can find unique vintage and second-hand items that align with my style.
Thrifting is an essential part of my creative process. I buy second-hand clothes and generally choose colors that bring my photography to life, making each image feel like a painting. Every piece I wear tells a story, carrying the history of previous owners while being reimagined through my own vision.
Since you picture and embody everyday fashion through self-portraying, would you mind telling us more about your everyday style?
You wake up, you choose your outfit, how? which one? and, above all, why?
My daily routine revolves around photography and fashion. I start my morning with breakfast, then wait until midday when the lighting is best. After that, I get dressed, take my camera, and ride through the city on my motorbike, searching for inspiring locations. In the evening, I return home to edit my photos and videos.
Choosing an outfit is never just about what looks good, it’s about how it fits into the larger artistic vision of the day. My style is a result of a whole creative process, where each piece of clothing plays a role in the composition of an image. Whether it’s a structured vintage blazer or a flowy pair of trousers, every element contributes to the mood and story I want to convey.
Taking pictures of your outfits, you do it also to share on social media, I guess. How do you feel about this way of sharing personal fashion? Does it change how you perceive your clothes?
Documenting my fashion choices through photography has changed the way I perceive clothing. It’s no longer just about wearing an outfit, it’s about curating a visual story. Certainly my efforts are now limited to how to create special looks and mix them with the Moroccan hat. The matter seems normal, but it has a tone and gives a fresh look.
While it may seem simple, this choice carries cultural significance and gives my style a unique identity. In the meantime I take it slow and I am constantly searching for new ways to re-contextualise the use of the hat and to style it in different ways with my land as background.
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