About us
In a world where art meets finance, where passion meets practicality, a unique story unfolds—a story of self-discovery, creativity, and the celebration of individuality. Meet Azza Krid, a self-taught French-Tunisian fashion designer whose journey is as vibrant and eclectic as the garments she creates.
A Creative Upbringing
Azza's story begins in a home filled with inspiration. The daughter of two entrepreneurial artists, she was immersed in an environment where creativity flowed like a river. Her parents, accomplished artists in their own right, nurtured her love for artistic expression and innovation. They encouraged her to explore the world through the lens of creativity, teaching her that true beauty lies in authenticity and self-expression.
An Unexpected Path
Despite her artistic upbringing, Azza chose a different path, one that led her into the world of corporate finance. This decision was driven by a desire to explore the challenges and opportunities that the financial sector offered. However, even as she thrived in this field, her heart remained drawn to the world of art and fashion. Her soul yearned for something more—a space where she could merge her love for creativity with her professional expertise.
Celebrating Craftsmanship and Cultural Heritage
Azza Krid’s designs are a tribute to the rich cultural tapestry and artisanal traditions she has cherished since childhood. Growing up, her parents would take her on journeys across Tunisia, where they would explore local shops and artisan boutiques in various cities. These experiences instilled in Azza a deep appreciation for the meticulous craftsmanship and unique artistry of Tunisian artisans. Her brand reflects this admiration, as she actively collaborates with skilled artisans to create pieces that honor these traditional techniques while infusing them with her modern, eclectic style.
One of the most meaningful aspects of her brand is a special line created in collaboration with her mother, who exclusively handcrafts macramé pieces for Azza’s collections. This collaboration is not just about fashion; it’s a celebration of familial bonds, cultural roots, and the timeless beauty of artisanal work. Each garment in this line carries the essence of Tunisian craftsmanship, blending the old with the new, and showcasing the intricate art of macramé in a contemporary fashion context.
A Passion Ignited
Azza's knack for fashion extended beyond her personal wardrobe. Her unique style inspired those around her, leading to a powerful realization: she had the ability to create something extraordinary, something that resonated with a diverse and expressive community. This epiphany sparked a bold decision—to follow her heart and establish a clothing brand that captured the essence of individuality, self-love, and spiritual appreciation.
Creating with Purpose Azza embarked on her journey, blending her background in finance with her creative vision to craft a brand that transcends fashion. Each piece she designs is a labor of love, meticulously crafted to reflect the vibrant spirit of individuality and the uniqueness of every person. The fabrics are handpicked, sourced from prestigious French and luxury fashion houses, ensuring that each garment exudes sophistication and elegance.
A Celebration of Self-Love and Spirituality
Azza’s brand is more than just clothing; it’s a celebration of self-love and spiritual connection. Her creations empower individuals to embrace their true selves, to stand out with confidence and pride. Each garment is a reminder that fashion is not just about appearance; it’s about honoring one's identity, appreciating one's journey, and expressing one's soul through the art of dressing.
Embodying the Festival Spirit
Azza Krid’s designs capture the vibrant, eclectic spirit of festivals, offering fashion lovers pieces that are as unique and memorable as the experiences they cherish. Her brand invites you to step into a world where fashion becomes a canvas for self-expression, where each piece tells a story of empowerment, authenticity, and the celebration of life’s beautiful diversity.
Azza’s brand invites you to step into a world where fashion is more than just clothing—it’s a canvas for self-expression, a celebration of cultural heritage, and a bridge between tradition and innovation. Each piece tells a story of empowerment, authenticity, and the beauty of life’s diverse experiences.