Safae Bennouna, Founder and Designer of He.Do., grew up in Rabat, an andalusian town which is the capital of Morocco. For centuries, the city has been a hotspot of craftsmanship. It is where, as a little girl, she discovered the wisdom of traditional tailors and embroiderers.
Her label contains ethical high-fashion and hand-made clothing with a Moroccan influence. “The word “Hedo” comes from the word “Hedonism”, it is the search for happiness. This search means inside discipline, spiritual work, and linearity within yourself. I create clothes that align with your spirit.”, she says.
Before she actually started designing, Safae studied Business Management in Paris and worked as a banker. She moved to Düsseldorf in 2016, where she now lives with her husband. Since then, He.Do has grown between Morocco and Germany. Her designs are confidently feminine, crafted from wool and silk in warm earth colors.
Change Room: How do you embody sustainability?
Safae: My own life is a constant search for a more ecological way of living. I embody this in my relationships with other people, in what I eat, in mental health, and in qualitative moments. I live simply but with purity. My daily routines are very important to me. I want to live authentically. My designs are compositions of easiness, humor, and belief in life. Beauty is born from uniqueness, by recognizing the unique aspect of every woman.
Change Room: How do you think the fashion industry will look like in ten years?
Safae: I see a lot of consciousness on the rise – local initiatives and interesting research for better quality materials, fabrics, and improved creation processes. I hope to see more effective industry collaborations with scientific programs for the exploration of fabrics. We have great skills in Italy. People there have great capacities to develop new ranges of fabrics. Together, we can create amazing concepts!