Imane Narjis: creative director model visual storytelling in fashion
In a world where fashion sometimes feels mass-produced, Imane Narjis emerges as something different. She’s not just a model walking runways or posing for glossy editorials—she is a storyteller, an artistic visionary, and the soul behind Lavy Maison, a brand where every garment is as rare as it is radiant.
Imane’s modeling journey began not in an agency, but through a collaboration. A photographer reached out with a moodboard. Imane styled herself, stepped before the camera—and in that union of concept, look, and emotion, something sparked. It was the moment she realized that modeling could be more than image; it might be a canvas.
That early shoot opened doors. She began receiving messages from photographers, but she did not rush. Her filter was always the same: is this collaboration aligned with her creative vision? She values meaning over volume, art over popularity. Each shoot became a chance to build something purposeful, not just photographed.
Inspiration: Emotion, Imagination, & Intention
Imane draws from deep wells—emotion, memory, dreams. Sometimes a shoot begins with a mood: a lingering feeling she wants to externalize. Other times, it’s an image born entirely in the imagination, untethered from any narrative. Yet whether the seed is emotional or invented, Imane shapes it carefully: the styling, the composition, the color palette, the atmosphere all combine to form the visual piece she wants the world to feel, not just see.
Her work doesn’t chase trends. She resists doing what “everyone else” is doing. For Imane, creativity isn’t conformity. It’s breaking the expected, pushing beyond what’s typical, and finding the visual voice that belongs uniquely to her.
To Imane, authenticity is non-negotiable. It’s wearing the story, living the emotion, letting the creative idea permeate every detail. It’s stepping into the character of each shoot—not just posing, but feeling. Each outfit she wears or designs has its own character and soul. The atmosphere, the look, the pose—all must align so there’s a genuine synergy between the person, the art, and the viewer.Authenticity means resisting fast fashion and passing fads. It’s about expressing artistry rather than mass-production. It’s about pieces and visuals that carry layers—emotion, presence, imagination—and that leave something behind, not just an image.
Lavy Maison: When Vision Becomes Brand
Out of her modeling and creative direction grew Lavy Maison (“Let Art Vibrate in You”). The name says it all: a call for art to move, to awaken something within. Lavy Maison is fully handmade, attentive to craftsmanship and individuality. Each design is limited—rare, exclusive. In Morocco, such brands are few. Many labels lean toward casual or mass-produced fashion; Imane’s is different: artistic elegance, singularity, pieces you’ll likely never see repeated.
Her clientele are those who don’t want just clothes—they want wearable art. They are people who understand character in design, who appreciate that each stitch, silhouette, and detail can be meaningful.
The Path Forward: Modeling, Design, Storytelling
So where to next? Imane sees modeling as her primary path—it’s her first love and her stage. Yet everything else is an extension of that love. She designs, directs, styles—growing those parts of herself as tools and forms of expression. The brand came out of necessity and vision—to house those expressions in clothing that’s as authentic as the shoots she conceptualizes.
Her creative journey is multi-layered:
one project might lean more heavily into art direction, another into design, yet always modeled, always visual, always storytelling. She aims to push further: perhaps larger scale visuals, more intricate handmade collections, collaborations with artists, shows that blend performance and fashion. But always with that core: truth, uniqueness, emotion, art.
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