Fez — Auto-Moto Morocco Fashion Week appears to be entering its final countdown with a diplomatic-style preview event hosted by the Swedish Embassy in Rabat, where founder Imane Belmkaddem highlighted Swedish participation ahead of the fashion platform’s third edition on April 18 and 19 at Conrad Rabat Arzana.
The event took place at the Swedish residence, with Belmkaddem using the occasion to thank Sweden’s ambassador to Morocco and frame this year’s edition as both a cultural and diplomatic moment.
Swedish designer Göran Alfredsson took center stage as a guest of honor.
Public event materials for the 2026 edition describe the concept under the line “Where Heritage Drives the Future,” with the show positioned at the intersection of fashion, automobiles, and design.
Belmkaddem told Morocco World News (MWN): “Auto Moto Morocco Fashion Week is a unique concept combining cars, fashion design and motorcycles. And the idea is to celebrate cultures of the world through fashion and through cars.” She added that the event pays tribute each year to Moroccan heritage, especially the caftan, while also opening space for international designers and creative influences in Rabat.
Swedish guest takes center stage
A major focus of Belmkaddem’s remarks was Swedish designer Göran Alfredsson, whom she described as one of Sweden’s most influential fashion names and the founder of the brand “Thalia.” She said AMMFW was pleased to welcome him to Rabat for the first time, presenting his presence as a sign of the event’s growing international reach.
He has been active in Sweden’s fashion scene for decades through “Thalia,” with a body of work centered largely on eveningwear and formal design.
Alfredsson told Morocco World News (MWN): “It’s my first time in Morocco and it’s really beautiful and I also like the design and clothes and colors of Morocco and the beautiful materials.”
He concluded that his company in Sweden has existed for decades and that he mainly creates evening gowns, often working with artists, opera singers, and clients connected to royal and Nobel ceremony circles.