ABOUT LALLA : Our Story, Values, and Creative Vision

LALLA, CHIC & EFFORTLESS BAGS MADE IN MARRAKECH

It was in Marrakech that Laetitia — driven by her love for culture, travel, and beautiful discoveries — found her true inspiration.
Since 2005, LALLA — which means “madame” in Arabic — has been crafting chic, colorful, and effortlessly stylish bags and accessories that celebrate a free-spirited lifestyle.

Over the years, the EPONGE and CARPET collections have become iconic signatures of the brand, now carried in some of the most fashionable boutiques around the world.

OUR

SHORT STORY

Laetitia Trouillet, originally from France, was living in London when she fell under the spell of Moroccan craftsmanship. What began as a simple love affair with artisanal savoir-faire soon turned into a creative journey — she started by bringing back a few bags and belts from Marrakech to sell at London’s iconic Portobello Market.

As success grew, Laetitia followed her heart to Marrakech, where she met her surfer husband and founded Lalla. Today, a mother of two, she divides her time between Biarritz and Marrakech, nurturing the brand alongside her trusted partner, Ilham Laftah.

Twenty two years on, Laetitia’s passion shines just as brightly. Season after season, she continues to dream up new colors, shapes, and designs — infusing each Lalla collection with the same energy, joy, and authenticity that started it all.

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LOCAL BUSINESS

Although the brand has continued to grow, the collection has been made exclusively in Marrakech since 2005 — and always by hand.
LALLA works with the same artisans, the same suppliers, and a team of happy employees.

A true example of this spirit: Zineb started as a housekeeper and, 15 years later, is now the head of the workshop.
Ilham began as a sales assistant while studying; today, she is Director of Operations in Morocco and has been Laetitia’s business partner for a year.

These inspiring stories are the foundation of LALLA.

OUR MARRAKECH HOME

The Lalla boutique in Marrakech has become a must-visit destination on every shopping itinerary in the city.
Located in Gueliz, the modern district of Marrakech, the space was designed in collaboration with Aire au Carré, a studio with whom Laetitia shares a deep love for Moroccan craftsmanship.

Inside, you’ll discover our EPONGE, METALLICA, and CARPET collections, along with #THINGSWELOVE — a curated edit that Laetitia handpicks with passion from around the world: jewelry, vintage bags, books, and collectible T-shirts.

To further anchor our presence in Marrakech’s vibrant creative scene, we have also opened our office and showroom in Sidi Ghanem.