Driven by a passion for authentic Moroccan heritage, entrepreneur Younes Bouchida has launched Audace, an initiative designed to propel the country’s creative talent onto the international stage. Functioning as more than just an incubator, Audace acts as a dedicated accelerator and platform, empowering local fashion and design brands to navigate the complexities of global export.
Bouchida, who also serves as the President of the Fashion and Design division at the General Confederation of Moroccan Enterprises (CGEM), is steering the initiative to not only boost the “Made in Morocco” label but also to champion female entrepreneurship within the creative industries.
A Founder’s Journey From Corporate to Creative Entrepreneurship
Born in Fez and raised in Casablanca, Younes Bouchida’s path to entrepreneurship was shaped by international experience and a deep-rooted desire to promote his home country. After graduating from a communications and marketing school in Toulouse, France, he gained valuable insights during an internship with Maroc Export (now AMDIE), where his mission to showcase Moroccan skills began.
“There I learned how to promote Morocco internationally,” Bouchida explained. “My desire to promote my country and Moroccan soft power took shape through my experience in fashion and design.”
His career path included roles at BNP Paribas in Morocco, Accor Hotels in France, and eventually Who’s Next, a leading international women’s fashion trade show in Europe. It was there he recognized the need for a dedicated structure to support Moroccan creators. The global health crisis served as the final catalyst, prompting him to establish his first company in France, followed by a second in Morocco, laying the groundwork for Audace.
Empowering Female Creators and Ethical Practices
A core pillar of Audace’s mission is the empowerment of women, who constitute 90% of the creators the initiative supports. Bouchida’s goal extends beyond business growth to fostering leadership and economic independence.
“It’s a way for them to regain self-confidence, by saying that they can contribute to Morocco’s influence internationally, take business trips, and meet people to develop their business,” he stated.
Audace also places a strong emphasis on ethical and responsible practices. Bouchida is committed to working with brands that provide fair wages, register their employees for social security, and integrate these values into their creative process. For him, responsible distribution is paramount, ensuring that buyers pay a fair price, creators sell at a fair price, and workers are compensated fairly.
Championing Authenticity on the Global Stage
Positioning itself as an export accelerator, Audace focuses on brands that embody authenticity and craftsmanship, rather than just luxury. Bouchida believes Morocco’s strength lies in its rich heritage and artisanal skills.
“We look for authenticity and manual work. We go back to these values which are our strength in Morocco. We have this luxury in our skills,” he noted. This philosophy taps into the unique cultural tapestry of the nation, which he sees as a significant competitive advantage.
Strategic Expansion Across MENA
Audace has successfully cultivated strategic partnerships to amplify its impact. Collaborations with local entities like the Hiba Foundation have enabled networking events that connect Moroccan designers with international buyers and press. The initiative has also gained the mentorship of prominent fashion figure Nathalie Dufour, founder of the prestigious ANDAM prize in Paris.
This strong foundation has fueled an ambitious expansion into the wider MENA region. Through a key partnership with the Chalhoub Group, Audace has successfully placed Moroccan designers in Tryano Abu Dhabi, a luxury department store, showcasing their collections alongside global giants like Dior and Givenchy.
Following successful activations in Riyadh and Abu Dhabi, Bouchida plans to continue this international push, with upcoming editions planned for Dubai and Marrakech.
About Audace
Audace is a Moroccan initiative founded by Younes Bouchida to serve as a platform and export accelerator for “Made in Morocco” brands in the fashion, design, and creative industries. With a strong focus on authentic craftsmanship and ethical production, Audace supports local creators, particularly women entrepreneurs, in accessing international markets and achieving global recognition.
Source: Yabiladi
