My name is Khaoula, and I am a writer.

As a 90's kid, I was looking forward to the post-culturalist era — no frontiers, open dialogue between countries and cultures willingly nurturing one another. Together, we would build the most harmonious form of society possible. We only needed to give in to globalization to make the dream a reality. And we gave in. Profusely. We have overdone it.
Today, that idea of the future remains a fantasy. As we are well into the 21st century, not all narratives are equal in influence or inspiration. Some are dominant. The others are still highly overlooked.

Vision

I believe that all human experiences are fascinating, intricate and a part of our collective legacy on earth. The world, our collaborative living space, would only be better if we more carefully listened to and learned from each other's individual stories.

I believe I can contribute to bringing overlooked narratives to the forefront by helping creatives and artists articulate their vision through storytelling and the written word.

I have an insatiable appetite for words, absorbing information and inspiration through a love of books, magazines and songs.

description de la photo
© Common Courtesy

Expertise

Arabic, English and French are ever coexisting in my everyday life as I grew up in Morocco, where all three languages blend.

I have an excellent understanding of the fashion industry, artisanal savoir-faire and how an artistic vision develops. Over the past ten years, I have dedicated my penmanship to magnifying creative ideas as a freelance copywriter and content editor for brands worldwide.

I write concepts, campaigns, marketing and communications copy, social media posts, website copy, press releases and articles for fashion brands, magazines, and arts & culture projects.

I launched an arts & culture multi-disciplinary curation programme in 2023 highlighting the work of directors, authors, anthropologists, researchers, visual artists, architects and creatives. I am especially keen on supporting narratives from Morocco, Africa, the Arab countries and around the Mediterranean.

Clients

Bottega Veneta, Cahier Central, Match Group, Issey Miyake, iessi, Cartier, Festival Aflam, CHANEL, Akakir Studio, Van Cleef & Arpels, Take Care Magazine, Louis Vuitton, Yassine Morabite, Chloé, Chabi Chic

Articles

Curation

Help! I look like my mother
Marseille, May 2024
— conversation on fashion and physical practices from mother to daughter with Fashion Quiche

MENAMOURS, documentary screening
Tangiers, April 2024
— documentary questioning the importance of love, filmed in Morocco and Lebanon

Qbala Qbala, documentary screening
Marseille, January 2024
— documentary on the reappropriation of public space and Algiers’ troubled history through the eyes of its female residents

MENAMOURS, documentary screening
Marseille, September 2023
— documentary questioning the importance of love, filmed in Morocco and Lebanon

Book

Upcoming documentary project exploring counterfeit luxury fashion items in Casablanca.

Coming soon.

Art direction and design by Akakir Studio.
Website development by Bureau Bientôt.