The Fashion Trust Arabia (FTA) Awards, held at the historic El Badi Palace in Marrakech, held a special significance for model Iman Hammam. This wasn’t just another industry event; it was a homecoming. “I’ve been excited about attending this year’s FTA Awards since the location was revealed,” Hammam told Vogue. “I knew I wanted to have a special involvement since Morocco is my home.” And what better way to celebrate her roots than by delivering the opening remarks at the ceremony?
Though raised in Amsterdam, Hammam’s mother is Moroccan, and the country holds a deep significance in her life. “My earliest memory of Marrakech is of my mom, my grandma, and I walking through the souks and getting lost,” she reminisces. “It’s still one of my favorite things to do when I’m back.” She also makes a point of indulging in her favorite local delicacy, tanjia with lemon preserve. “It’s cooked in a clay pot buried underground,” she shares.
This trip, however, was about more than just cherished traditions. Hammam added a dose of fashion and beauty to her itinerary, embracing the opportunity to showcase her Moroccan pride. “The first thing that came to mind was to wear an original caftan,” she says, outlining her FTA look. “I reached out to my friend Badr and we started brainstorming. We wanted to do a tribute to the royal family, specifically referencing Lalla Meryem. Her looks have been so inspirational to me, showcasing a mix of tradition and modernity.”
Hammam commissioned a custom black caftan from Selma Benomar, a testament to Moroccan artistry and design. Hairstylist Hos Hounkpatin gave her a modern twist on the classic ’90s supermodel bob, and makeup artist Nadia Tayeh enhanced her look with dark eyeliner and gold accents. The final result was a stunning fusion of modern elegance and traditional flair – a look Hammam had been waiting to put together for the perfect occasion. “Being home in Morocco for the FTA was the most fitting time.”
Throughout the day, Hammam immersed herself in the energy of Marrakech, meeting FTA Awards nominees, getting glammed up, and taking the stage to deliver her heartfelt speech. Her presence at the event highlighted the growing global influence of Moroccan fashion and served as a powerful reminder of the importance of celebrating heritage and cultural diversity.