Malak Jaouda has always seen fashion as more than just clothing—it’s a language, a form of self-expression, and a lifelong passion. Known for her bold style and inventive eye, she turned her love for dressing up into something bigger: MALLAKÄ (Instagram). Founded in 2021, the brand is her creative playground, where she transforms ideas into wearable art. Every collection is a reflection of her vision—unique, stylish, and deeply personal. For Jaouda, MALLAKÄ isn’t just a brand; it’s a journey of growth, resilience, and self-discovery—one that continues to shape both her identity and the people who wear it.
What inspired you to launch MALLAKÄ in 2021, and how has the brand evolved since its inception?
The inspiration behind launching MALLAKÄ stemmed from my need to create something that reflected my personal vision and passion for fashion design and styling. I wanted my brand to reflect the space between casual streetwear and elevated high fashion. I wanted to design pieces that were not just clothing but a form of art—pieces that told a story, sparked conversation, and offered a unique take on streetwear. I chose leather as a core element because of its durability, versatility, and timeless appeal. Since 2021, the brand has grown from a small passion project to a more defined and recognized name in the fashion space. I’ve focused on refining my designs, incorporating feedback from customers, and exploring new collections that balance both style and function.
How has your personal journey influenced the designs and ethos of MALLAKÄ?
My journey has had a huge influence on the designs and ethos of MALLAKÄ. As someone who has always been passionate about fashion and self- expression, my personal style often reflects boldness, creativity, and an adventurous spirit. This is mirrored in the brand’s designs, which often feature bold cuts, innovative leather treatments, and pieces that stand out without being too loud. MALLAKÄ, to me, is a reflection of my journey—embracing failure, learning, and growing. It embodies my desire to push boundaries and celebrate individuality.
How do you balance staying true to your personal style while appealing to a broader audience?
Balancing personal style with broad appeal is a challenge, but I focus on staying true to the essence of MALLAKÄ—quality, creativity, and uniqueness—while ensuring the designs are versatile enough for a wide range of people. While my personal style may lean toward edgier or bolder looks, I design with the understanding that different people express themselves in unique ways. I try to create pieces that offer both versatility and individuality, so anyone who wears MALLAKÄ can feel confident and stylish, regardless of their personal taste.
In your opinion, what sets MALLAKÄ apart from other fashion brands in the industry?
What sets MALLAKÄ apart is its focus on craftsmanship and individuality, with a particular emphasis on leather as a primary material. While many brands in the streetwear space rely on the same fabrics and styles, MALLAKÄ creates standout pieces that showcase an artistic approach to leather, combining luxury with street culture. The attention to detail, the rawness, and the boldness in our designs are all elements that make MALLAKÄ distinct. I also believe the brand’s commitment to quality and its constant evolution, staying relevant without compromising on authenticity, sets it apart.
How do your cultural background and experiences influence the aesthetic and values of MALLAKÄ?
My cultural background plays a significant role in shaping the aesthetic and values of MALLAKÄ. Growing up, I was exposed to a mix of styles, traditions, and influences, which has helped me develop a strong sense of identity. This multicultural perspective informs my design choices, whether it’s a specific colour palette, a silhouette, or the incorporation of textures and materials that have personal significance. I also value the idea of combining street culture with timeless luxury, reflecting a fusion of different worlds—much like my own experience navigating different cultural landscapes.
Did you pursue formal education in fashion design, or are you self- taught? How has your educational path influenced your approach to design?
I’m largely self-taught, and my journey into fashion design has been one of learning through hands-on experience. Although I didn’t pursue formal education in the traditional sense, I’ve been driven by an unrelenting passion for design and a natural curiosity to learn and improve. This has led me to experiment with materials, techniques, and concepts, pushing me to stay true to my own creative instincts. My approach to design is fluid and not bound by formalities, which allows me to break free from conventional design rules and create pieces that truly feel personal and innovative.
If you could see any individual wearing MALLAKÄ, who would it be and why?
If I could see any individual wearing MALLAKÄ, it would be someone like Kanye West. His ability to blend streetwear with high fashion and constantly push creative boundaries aligns with what MALLAKÄ represents. He embodies a unique vision, much like the one I strive to achieve with the brand —bold, disruptive, and boundary-pushing. I would love to see someone like him wearing MALLAKÄ, as it would feel like a natural partnership in terms of aesthetic and values.
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