Nitah: where does the brand come from?
Family heritage
The brand's story has its roots in the life of Anna Benitah, the maternal grandmother of founder Elise Dupuy. A seamstress by profession, she passed on to her granddaughter the importance of quality, manual craftsmanship, and neat cuts. From childhood, her passion was transmitted to the creator, who was fascinated by the meticulous aspect of her work. Here, she discovered all the stages of this art: pattern drawing, sewing, ironing, button selection... This demanding attention to detail is found today in the brand's inspirations.
But the love of detail and quality are not Nitah's only muses: Anna Benitah's personal journey also reflects values of freedom and emancipation, in her time from a traditional and religious family. Sewing then became a medium, an escape that drew its ideas from Western fashion. This heritage profoundly marked the creator, who, in homage, took her name to give it to her brand.
Cultural roots
Elise also experienced her own initiatory journey into the world of fashion, which began in Morocco. From searching for childhood memories to discovering local craftsmanship, she was amazed by the know-how and talent she found there. This admiration for the Moroccan textile world became the initial desire behind Nitah's foundation: an opportunity to create her own vision of fashion. And this vision is a style that combines French elegance with more traditional Moroccan details: sfifa, kaftans... Nitah positions itself between two eras, a bridge between tradition and modernity.
Upon her return to France, the creator offered another interpretation of fashion, adding to her existing catalog of pieces with a refined cut and flattering silhouette, simpler hand-knitted tops that are easier to match. The brand was then complete, rich in essential garments for any modern wardrobe.
The Nitah Collection: Values and Wardrobe
Nitah clothing means meticulous cuts for an impeccable structure, look, and drape: pieces must flatter women while showing inventiveness. To achieve this, the brand collaborates with local artisans, in Morocco and France, who bring a unique touch to the creation for unparalleled sensuality.
Speaking of sensuality, Nitah considers both the feeling of wearing the garment and the durability of the pieces, with textiles that are tested, cared for, and chosen with attention so that each model becomes a favorite that will accompany you for years. Finally, Nitah is also a commitment: to put women's power at the service of ecology, generosity, and gentleness.
In terms of collection, the brand offers pieces in warm colors, from beige to black, with shades of brown or petrol blue. We also sometimes find models in vibrant pop colors: bright red, orange, or green. Tops and trousers are fluid or structured, with particular attention paid to collars, buttons, or simply the drape of the fabric. All pieces of the season can be found on Place des Tendances.
