As the winner of Lichting 2023, Yousra Razine Mahrah returned to Amsterdam Fashion Week 2024 with her solo show Kabouda—a powerful tribute to heritage and identity. Blending intricate craftsmanship with themes of revelation and concealment, the collection redefined tradition through flowing forms and delicate strength, solidifying Yousra's status as a visionary voice in fashion for the culture.

As part of the collective I founded alongside Antonio Garcia Guerrero, I led the artistic direction for Yousra Razine Mahrah’s Kabouda Billboards for Amsterdam Fashion Week 2024. The design was a careful balance of precision and intention, crafted in deep collaboration with Yousra to ensure her vision remained at the forefront.

The choice of red as the primary color was deliberate—a bold and commanding hue that instantly grabs attention, embodying strength, heritage, and emotional intensity. In contrast, the elegant script typography reflects the delicate, flowing nature of Yousra’s fabrics and forms, emphasizing the craftsmanship and grace central to her collection.

At its heart, the design centers on Yousra’s face, framed by intricate lace and the hijab, symbolizing the collection’s themes of revelation, concealment, and cultural identity. This single, striking visual serves as the sole piece of information, inviting viewers to look closer while honoring the quiet confidence, depth, and deep-rooted cultural heritage that Kabouda represents.

Showcased in metro stations across Amsterdam, Rotterdam, and Antwerp, as well as Koopgoot in Rotterdam. The collaboration with Kovacs Creative added dynamic motion graphics, breathing life into the visuals and amplifying Yousra’s powerful tagline, “For the Culture.”

This project was a reflection of thoughtful design and collaboration, bridging artistic direction with Yousra’s deeply personal vision.