Amal: Proudly carrying her roots
In the soft, sunlit atmosphere of Marseille, NOO and talm came together to celebrate the plurality of women. Together, we envisioned a series of intimate, authentic, and heartfelt portraits. Stories of motherhood, the body, heritage, love, and freedom. We listened closely to those who give life, who search for themselves, and reinvent themselves more each day.
Through their eyes, their silences, their words, they offer us a unique testimony—a story of a multifaceted, ever-evolving, and self-owned femininity. A sincere tribute to all women, to all mothers.
For this series, we met Amal.
Amal is one of those women who shape the world with both gentleness and strength. A mother, a lover, an entrepreneur—she weaves each part of her life with honesty, legacy, and freedom. Through her words, she celebrates maternal resilience, cultural grounding, and the beauty of transmission. An inspiring conversation, oscillating between vulnerability and light, about what it means to live in alignment as a woman: body, heart, and spirit.
Who are you, Amal, today? If you had to describe yourself without mentioning your job, status, or age, what would you say about yourself?
I’d say I’m a very dreamy, curious person, a lover of life, passionate. It might sound a bit like “that girl hyping herself up” (laughs), but honestly… it’s true. That’s how I see myself. I’m deeply driven by what I do every day, by those around me, my family, the people I grew up with—my brothers, sisters, friends. It’s no coincidence that I chose to turn my passion into my profession.
You’re a mother, a woman in love, an entrepreneur, rooted in your culture, and free in your style. How do all these parts of you coexist in your everyday life?
To be honest, I don’t really ask myself that question... Let’s just say that life has brought things to me in such a natural way. The most significant events happened with so much ease and coherence that they all fit together seamlessly in my day-to-day life.
I went through a very tough time when I lost my mother, though I welcomed it with a lot of resilience. That’s partly because of my deep faith, but also because the resilience my mother showed during her illness is an emotional strength that has always inspired me. I now place it at the center of my life.
There was a time when I really tasted life’s bitterness. And whenever something joyful happened—even a small step, something the world might see as insignificant—I experienced it as a true blessing. Every milestone, every achievement: meeting Tarik, getting married, moving in together, getting pregnant, Noor’s birth, launching my business… It all happened pretty naturally.
And when I feel things getting hard, I slow down. I slow the pace to realign, even if it means taking a bit more time.
Your mother seems to have passed on a lot to you. Can you tell us about her?
My mother was my muse, my icon, my everything. She’s my ultimate source of inspiration. I lost her when I was 23; I’m 34 now. I always say it was such a powerful love story… and I thank God every day for having given me that mother. She loved us with such force, such intensity… it was beyond words.
What did she leave me? Self-confidence, values of respect, cultural grounding. She taught me not to be afraid to be myself in public spaces, even in a society that might reject us for who we are, for what we represent, for our religious beliefs. And now, I realize that I feel happy and fulfilled, and that this fulfillment really stems from that grounding, that alignment. It’s the foundation of my life.
She taught me how to feel good in my body. She passed on to me a love of clothing rich in history. That helped me accept my changing body—pregnancy leaves marks, both physical and mental. But she taught me resilience. If those marks are there, it’s because they’re meant to be. They’re part of the journey.
And when it comes to clothes, she used to thrift shop when she lived in Morocco. She had incredible style. As kids, we’d go thrifting with her. That’s when you start to understand the power of example, what you pass on to your children. And today, I’ve made it my job. To me, clothing is a representation of dignity. It’s an extension of self-expression, of asserting your identity.
Before, during, and after giving birth, clothing was my armor. And now that I’m a mother, I realize that everything she instilled in me—those are the values I want to pass on to my daughter. And I think I do, naturally. I’m pretty proud of that.
You recently gave birth. How did you experience that intense postpartum period?
It was intense. Difficult, but precious. I wish I had experienced those 40 postpartum days as a true time of care and tradition, but I was far from my family. And I realized I gave birth the way my mother did: far from her own.
When I came home from the hospital, I broke down in tears, saying, “Damn, my mom’s not here.”
Even though my mother-in-law was around, nothing replaces that bond. When you become a mother, you just need your mom. I wanted to tell her, “Look, this is my daughter.”
But I gathered myself. I thought, okay, this is how it is. It’s your turn now. Now it’s up to you to cherish this child in your arms. And I received so much love from my mother—I was so lucky—that in the end, this reconnection came naturally.
Despite how hard life can be, I wouldn’t change a thing. I think my mother not being there meant I had to go through this challenge in this exact way. To reconnect with my family, with myself, and to blossom with my husband and daughter.
In a fashion world that’s still full of codes, how do you carve out space for your voice, your body, your heritage?
I’m passionate about fashion. I still read print magazines. I observe people in the street—that’s my biggest source of inspiration. I don’t ask myself whether I fit in or follow the rules. My mother always taught us to be proud of our roots, our cultural heritage, our craftsmanship in Morocco. In the end, it’s this entire heritage I saw through my childhood eyes that I now recreate, often without even realizing it.
It’s very instinctive, and I’m so proud of my roots. I don’t want to hide. In my community, about 70% are people of color, and I get so many messages from women thanking me for helping them shine. We represent something, even if sometimes clothes seem superficial.
But for future generations, we become role models. And once you have influence, it’s also your responsibility to share a message. That’s why I want to spotlight my culture, even if that’s political.
How do you live the paradoxes of your body: between strength and exhaustion, beauty and pressure?
Sometimes it’s tough, but honestly, I can’t complain: I’m healthy. Whenever I doubt, I think of my mother, of her suffering, her resilience. It puts things in perspective. And I’m lucky to have a very loving husband who listens to me and lifts me up when I start to lose confidence. That’s such a blessing.
What helps you stay aligned with yourself in the whirlwind of life?
Spirituality. God helps me stay centered. I draw strength from that connection, and I’m deeply grateful for every blessing. I’ve been through very difficult times, but I’ve always felt guided. My family, my safe space, my simple way of life—these things help me not lose myself in this fast-paced world. I don’t dream of material abundance. I dream of alignment, of spiritual growth. I’m not caught in the capitalist spiral. I understood very young that work is great, but spirituality elevates your mind. And my core, my family cocoon, is what keeps me grounded.
Is there a particular garment that marks a chapter of your life?
Not just one. I’m very attached to clothing, but I keep a certain distance—it’s still just fabric, let’s stay calm. But I’m building a collection of traditional pieces to pass on to my daughter. That, for me, is transmission. When we go to Morocco, I dress traditionally, and for celebrations too. It’s an essential part of identity building, and I don’t want to overlook it.
What would you like to pass on to the women who come after us?
I want to tell them that knowing where you come from is what allows you to fully become yourself. Cultural alignment is the key to happiness. Never be ashamed of who you are, where you come from, or what you believe. Wear it high, strong, and proud. Even if it makes others uncomfortable.
Credits : Yosra Far, for NOO and talm
