Every Osoul creation starts with careful research that guides the brand’s creative vision. This summer, designer Kenza Naguib went to New Delhi to explore fabrics, colours, techniques, and the fine details of hand embroidery, working alongside skilled artisans. 

Over the course of the trip, Kenza met embroiderers whose skills have been passed down for generations, watched them create hand-stitched patterns, and saw the care that comes from years of experience, playing a key role in shaping Osoul’s identity. These moments may not directly reflect in the brand’s collections, but they have shaped the way the brand thinks about colour, texture, and detail. 

"Every trip is a conversation with another way of making things," says Kenza. "You come back seeing your own craft differently.” Research like this is a regular part of how Osoul operates. The team often leaves their studios, learning new craft techniques and traditions, bringing these ideas into next designs. 

This ongoing process continues to shape the brand’s creative style, including what’s coming together with Osoul’s next pre-fall collection. 

For Kenza, the trip was also a reminder that craftsmanship is always changing. Techniques, colours, and ideas move far beyond the studio, adding new layers to the brand’s identity. While Morocco remains the brand’s foundation, Osoul’s curiosity reaches far past its home country.