Halima Hadir: “How to overcome prejudices and not believe stereotypes”

He chose to do Engineering, «For an act of rebellion against the consideration of women in Morocco. I wanted to show that a woman can be as capable as a man ». And she has succeeded, and how if she has succeeded, overcoming prejudices and never giving in to stereotypes. Halima HadirCEO and founder of the fashion brand Safira Milan, she was able to hold together apparently irreconcilable aspects of life: a technical-scientific training (she chose Engineering at the University) and a creative job (the stylist); a western approach (she lives in Milan) and a story, that of her family, which comes from the East (she herself was born in Morocco); a feminine lightness (she deals with Fashion) with an extreme professional inflexibility (she is an entrepreneur with a lot of Masters in International Business); the heart (she thinks of Moroccan women) and the head (she does not lose sight of professional strategies), the future and tradition. She pays attention to details, she has always focused on substance and today she has created a brand that has made its way into the world of fashion.

From Morocco to Italy. Why did you decide to move?
«I arrived in Italy in 2003 to pursue a Masters in International Business at the University of Bologna. After the Master I wanted to stay because I felt at home: I found an incredible human warmth. I fell in love with the beauty of the country and the human depth and so I stayed to start my career ».

Hers is a story of steps: graduated in Engineering, did you then decide to work in the world of fashion? When did you change your way?
«Mine is a life path characterized by important steps, not only physically, but also professionally. And these moments of change require courage and sacrifice, but they are also the ones that have given me incredible satisfaction. The degree in Engineering helped me to have a greater practical sense and to develop entrepreneurial and managerial skills to succeed in my current fashion project, which in turn was born from a passion that I have had since childhood. Already during kindergarten I made dolls with popsicle sticks, I gave them a shape with pieces of stuffing that I took secretly from my mother’s cushions and then I sewed dresses. In the end, I gave them away or sold them to my friends! ».

And then the creation of your brand, Safira, which is in any case a tribute to your country of origin: is there a message in your collections that you want to convey?
«Safira Milano pays homage to Moroccan artisan women who live far from the spotlight by bringing their handcrafted creations, their work, to the boutiques of Western cities. In this way it is their talent and their artisan skills that have the visibility they deserve, but always respecting their culture. My collections tell of this encounter between the culture, rhythm and energy of desert cities, the love for the craftsmanship of precious details and the high quality of Italian fashion, capable of generating innovative beauty and creating strength ” .

What should you pay attention to in your creations? Why do you think they differ?
«It is the precious details that are one of the aesthetic features of my brand. I particularly care for details, which are always handcrafted. From buttons, to embroidery, to tassels, these are the unique details that differentiate the collections. Each garment is part of the story of the encounter between Italian urban aesthetics and the handmade Moroccan tradition ».

With Safira she managed to achieve important results. How difficult was it to do it because she was a woman and because she was a woman from Africa?
“As a woman, prejudice is something we all deal with. I happened to find myself faced with these kinds of barriers and limits, but I never let them scare me to the point of giving up my projects. They were challenges, a stimulus to be able to make my dreams come true. Working to achieve my goals is my way to beat these prejudices ».

In you, today, what is there of the Arab world and what is there of Italy?
“The part of me linked to my roots reminds me to take the time to put life’s priorities in order, without letting myself get too carried away by the hectic times. Slowing down the pace every now and then allows us to make better choices and give the right importance to what surrounds us to rediscover the authentic flavor of things and some values ​​to which I am most attached, such as family and friendship. It is an aspect that is also very much reflected in the part of me linked to Italy. Here I refined my interpretation of beauty, style and quality, also discovering a new approach to work ».

What could Morocco learn from Italy and what could Italy learn from Morocco?
“Italy and Morocco are friendly, complementary countries and long-standing trading partners that have a lot to give to each other. And speaking of constancy, I think Italy should invest more in giving continuity to development projects and strategies. It is important to have a shared vision of short, medium and long term projects. Morocco, on the other hand, has not yet fully expressed its potential, and for this reason I think it should learn to further enhance its cultural and artistic heritage. We should focus on the development and promotion of the villages, which are a historical heritage to be preserved and enhanced. When I think of Italy, I realize that it is a country that can be easily visited in its entirety, while Morocco is more difficult to reach in each of its villages “.