Fashion

Moroccan Creative Zineb Koutten Launches Own Label ‘Mosseba’

BYYassine Hariss

September 22, 2026

Anyone who calls Morocco home has probably heard the word mosseba. And chances are that they’ve probably been called one too. Used liberally in Darija, the word roughly translates to “problem” or “trouble” usually describing the kind of person who has a habit of causing either. For Moroccan creative Zineb Koutten though, being a mosseba isn’t necessarily a bad thing. In fact, she has built an entire brand around it.

In an attempt to give the word another, perhaps more positive, meaning, the newly launched label sees the Casablanca-based photographer, filmmaker, creative director, and longtime skater step into fashion with a project that feels closely tied to the attitude behind its name. Rather than distancing herself from a word usually thrown around as an insult, the 24-year-old is attempting to reclaim it, turning the troublemaker into someone willing to question what is expected of them.

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A post shared by Mosseba (@mosseba)

With its first T-shirt already out, carrying the words For the Sake of Freedom, MOSSEBA is starting its journey with a clear statement of intent. Freedom, rebellion, and refusing to behave exactly as others might want all sit somewhere at the heart of the project, but so does Koutten’s own relationship with the experiences that shaped her growing up.

To understand why she chose to turn mosseba into something worth wearing, why fashion felt like the right next step, and what exactly she wants the label to stand for, MILLE caught up with Koutten to talk about the story behind the brand, why she chose to reclaim a word many Moroccans grew up hearing, and what For the Sake of Freedom means to her.

MILLE WORLD: You’re a photographer, filmmaker, creative director, content creator and even a skater before becoming a fashion founder. When did you first start thinking: I want to build a brand of my own now?

ZINEB KOUTTEN: I’ve always wanted to create a brand. Ever since I started on social media 10 years ago, I wanted to have a tangible business of my own. I even had an online thrift shop for some time, around six years ago, and it felt so good to ship products to people. I felt like a businesswoman, and I REALLY LIKED IT!

I never forgot about creating a brand, and the reason it hasn’t happened until now is because I never felt like I had THE IDEA. Brands get created every day, and I really didn’t want mine to just blend in or feel normal. Then, two years ago, I first had the idea for MOSSEBA, and I felt those butterflies in my stomach and my whole body telling me: THAT’S IT! MOSSEBA.

What can MOSSEBA allow you to say that you couldn’t say through a camera or skating?

Z.K: MOSSEBA is so personal to me, and I believe that, through this brand, I can express myself through fashion and allow anyone who relates to the brand’s values to do the same. I believe fashion can make huge statements and express strong opinions, and I’d be limiting my potential if I didn’t explore where this could go. If I have an idea like this that gives me those butterflies, how can I not make it happen?

You mentioned being called a mosseba growing up. What were you doing that supposedly made you one? What does being a mosseba mean to you today?

Z.K: Growing up, my dreams never had limits, alhamdulillah, and I take pride in that because those dreams are what made me who I am today. Dreaming beyond what’s considered normal in a traditional family isn’t typical, if I’m being honest, especially as a girl, and that made me the mosseba of my small family.

I quit school at 16 to follow my dream of becoming a full-time YouTuber. I’ve always wanted to travel the world, and I started telling my family that from a young age, so they already knew that as soon as I had the money, that’s what I was going to do. But I was also called mosseba a lot for coming home late, having a lot of guy friends, not wanting to clean the house… things like that.

Being a mosseba, to me means being yourself and not putting limits on what you want to achieve in life, no matter what people say to you or behind your back. Even if you don’t have support or you feel alone, there are so many people who feel the same way. You’re not alone, and we’re here to remind you that being a mosseba is something to take pride in because it means you have the courage to show up for yourself and for what you really want in life.

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A post shared by Zineb Koutten 🇲🇦 (@zineb_koutten_)

A lot of young Moroccan creatives are interested in heritage right now. With MOSSEBA, you seem more interested in contemporary Moroccan attitudes and experiences. How do you reference where you come from without reducing Morocco to the usual visual clichés?

Z.K: I totally understand why everyone is creating around heritage and culture right now, and I think that’s great, as long as we’re not seeing things being created without any creativity behind them. And as long as it’s personal, I don’t think it can ever really be cliché. I never want this brand or community to stop feeling personal. If not to me, then at least to everyone else involved. I want it to be a space where we can tell stories, support artists, and create good-quality fashion garments while we’re at it.

Why did ‘For the Sake of Freedom’ become the phrase that introduces the brand?

Z.K: Because freedom is everything in life. Everyone is chasing freedom, depending on how they interpret it. Some people might see this phrase as an invitation to rebellion, and actually, it is: a rebellion against the ordinary version of yourself that simply follows the system that’s been created for us. You’re born, you go to school, you work, you get married, you have kids, and then bye-bye, with some fun in between: summer vacations, celebrations, and that’s it.

I’m not saying I’m not part of that system, or that I’m some special person who managed to escape it. It’s so hard to. But just being aware of it is already a good step, because most people don’t think beyond their everyday routines.

For me, freedom means always wanting to break the cycle, striving to reach my full potential, and doing whatever my mind tells me to do. That’s freedom to me. I wanted to remind people of the importance of that phrase, which is why I chose to include For the Sake of Freedom in the first drop as an introduction to the brand’s values.

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A post shared by Mosseba (@mosseba)

There’s a line in the press release that says, “Yes, maybe I was the problem. And I would do it again.” So, looking back at everything that got you here, what would you do again?

Z.K: I would leave school all over again. I would come home late again. I would start travelling at a young age again. I would start skating, skydiving, dancing with my scarf on. All of these things made me a stronger version of myself. Of course, it wasn’t an easy process, but it was so worth it.

If MOSSEBA works exactly as you hope it will, what do you want that word to mean five years from now?

Z.K: When someone hears the word mosseba, instead of questioning themselves, I want them to immediately think of us and realise that actually, being a mosseba is a good thing. It’s a sign that they’re following their dreams and that they’re going to get there, inshallah. I want the whole African and Arab world to know MOSSEBA.

Moroccan Creative Zineb Koutten Launches Own Label ‘Mosseba’

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