After graduating from Central Saint Martins in London (where he won the LVMH Grand Prix Scholarship) and working at Alexander McQueen and Hermes, Benjamin Benmoyal, French-israeli Fashion and textile designer, turning 30 soon, has founded his eponymous label in 2020, based in Paris.

As a former commando paratrooper, he wanted to transcribe in his work the will to recover the naivete lost during his military service. Therefore, he has created a very unique fabric, woven out of his childhood VHS cassette tapes.

He drapes the models with shimmering outfits whose shapes and cuts are inspired by brutalist architecture, symbol of both, the optimism and utopianism of the 60’s but also of a futuristic ideal.

Following long months of development, he has now industrialized this weaving process and has managed to gather thousands of kilometers of magnetic tapes thanks to the help of recycling charities as well as by collecting the dead stock of the factories closed in the 2000s.

With his political and philosophical concept, Benjamin’s work reflects this generation, concerned but committed to create a better future.

Few words about the SPRING-SUMMER 2021 collection…

The distance, but also the containment and the actual global health crisis which took me away from my family for almost a year, made me want to reconnect with my family origins. My parents having immigrated from Morocco, I wanted to draw inspirations from this culture in which I grew up despite being myself, born in France.

Thanks to the photos kept by my grandparents of their time in Morocco, I’ve got inspired by the amazing traditional outfits of the Moroccan Jews of the 1930’s to create the fabrics and the outfits of this second collection. For instance, the Handira, which is a large shawl with stripes, woven in different colours according to the tribes belonging. Or also, these huge fabrics of several meters simply draped around the bodies and held together with a tiny gold thread creating their outfits shown on many photos taken by the photographer Jean Besancenot.

All the fabrics of this collection are once again created using the same weaving process of recycled cassette tapes.