When Randall Bachner and Nicholas Minucchiani arrived in Marrakesh in 2013, they weren’t just moving to a new city; they were stepping into an entirely new way of life. Leaving behind their careers in fashion photography and music, they immersed themselves in the rich heritage of Moroccan weaving and founded MARRAKSHI LIFE—a sustainable, unisex brand that seamlessly blends artisanal craftsmanship with a distinctly New York aesthetic. Today, their collections are sold worldwide at luxury retailers like Moda Operandi and Bergdorf Goodman, yet their vision has never felt more rooted. By working exclusively with handwoven fabrics made in-house, they have redefined what contemporary craftsmanship can look like.
We visited their atelier in Marrakesh to talk about challenges, inspirations, and the quiet magic of a life dedicated to craft.
IRMA: Building a brand in Marrakesh must have come with its challenges. Looking back, what were the biggest hurdles you faced?
NICHOLAS MINUCCHIANI: One of the greatest challenges has been finding and training skilled artisan weavers to meet our demand. Weaving is, unfortunately, a dying craft, and from the very beginning, we knew we had to invest in education programs to preserve these skills. Many of our artisans work from home, scattered across different communities, so locating and bringing them into our atelier was another challenge. But this journey has also been incredibly rewarding—it’s not just about fashion; it’s about keeping a tradition alive.
IRMA: MARRAKSHI LIFE is available in some of the most prestigious stores worldwide, but there’s something about experiencing your atelier in Marrakesh that feels truly special. How would you describe its essence?
NICHOLAS MINUCCHIANI: Our atelier is fully vertically integrated, which means that every fabric is handwoven in-house by our team of artisans. From the beginning, we wanted to challenge the traditional manufacturing process—not just in how garments are made, but also in how consumers think about their clothes. Even when working with major retailers, we don’t produce stock; each piece is woven to order. It’s a slower process, but it ensures that every garment carries a personal touch. In a way, we see our pieces as wearable art—crafted with intention, never mass-produced.
IRMA: Marrakesh is such an evocative city. How does it inspire your collections?
NICHOLAS MINUCCHIANI: Marrakesh is our home, but our inspiration extends across Morocco. When we launched, our first collections paid homage to classic East Coast stripes—pinstripes, navy blues, crisp blacks and whites. But over time, Morocco’s landscapes and cities became an integral part of our color story. The blush tones of Marrakesh, the deep Majorelle blue, the soft whites of Fez, the cool hues of Chefchaouen—these became our palette. Color became our signature, and once we started experimenting, we never looked back.
IRMA: Your backgrounds are in fashion photography and the music industry. How have those past lives shaped MARRAKSHI LIFE?
NICHOLAS MINUCCHIANI: Our love for visual storytelling is at the heart of everything we do. Whether it’s the way we style our pieces, our approach to color, or even how we present the brand online, we think in images. Since much of our business is direct-to-consumer, we knew from the start that we had to capture people’s attention digitally—not just by selling clothes, but by creating a world. We wanted people to feel something when they saw our work, to understand the craft behind it. Building this organically took years, but we’re incredibly proud of the community we’ve grown.
IRMA: When you’re not working, where do you find your sanctuary in Marrakesh?
NICHOLAS MINUCCHIANI: Our true retreat is our home at the base of the Atlas Mountains. It’s where we slow down, surrounded by the life we’ve built—our two dogs and cat, all of whom were born in our garden and have been with us since they were just weeks old. Days off are spent by the fireplace, incense burning, music playing, enveloped in the fabrics and furniture we’ve designed for our home. It’s a space that reflects everything we love—crafted, considered, and deeply personal.
