Bringing a touch of heritage Moroccan style to your wardrobe… Combining the best in Moroccan fabrics and traditional designs with a splash of contemporary, on-trend styling, Diamantine welcomes you to a unique experience as the global leader in Moroccan-inspired fashion.

Immerse yourself in the beauty of true Moroccan fashion and update your wardrobe with statement pieces, designed and expertly crafted to leave you looking and feeling runway-ready.

Whether you’re searching for just the right statement print cover-up to turn heads by the pool or a jaw-dropping gandoura gown for your next formal event, our Diamantine collections are designed to set you in a style league of your own.

With dresses, dejellabas, kaftans and cover-up collections designed several times a year, Diamantine is passionate about creating affordable, luxe pieces with the perfect balance of trend and timeless style.

With a love of traditional Moroccan dresses and clothing, Diamantine boasts 15 years of experience designing ready-to-wear that its customers love. Inspired by both tradition and Moroccan culture and beauty, each piece is injected with just the right touch of modern trend, making every item in the collection a must-have piece.

Committed to a brand philosophy focused around bringing a touch of Moroccan style into every stylish wardrobe, Diamantine has grown into a global business, now employing over 3000 staff as well as artisans in Fez, Marrakech and Sefrou and with headquarters based all over the world from London to Dubai. Embrace Moroccan elegance with the perfect fusion of tradition and modern style.

1918 - Mr. Hadj M'hamed created the company in Morocco, exporting fabrics and crafts to Senegal and Mali.

1948 - Luxurious fabrics were imported into Morocco from the city of Lyon, France by his son, Abdellatif Kabbaj.

1968 - M.Mohamed Kabbaj, grandson of M.Haj M'hamed, took over the business and launched the printing of luxe scarves, creating several textile trades.

1981 - Creation of Soft Filature.

1987 - The start of the company's real estate activity with the construction of the first real estate project.

1995 - Creation of the foundation, Amine Kabbaj, leading the construction of hospitals in Morocco for those in need.

1996 - Professional start of the 4th generation of the company.

1999 - SOFTGROUP became the first company to receive the ISO 9001 certificate.

2002 - Creation and launch of the DIAMANTINE brand.

2003 - First Royal inauguration of a medical center realised by the Amine Kabbaj Foundation.

2007 - SOFTGROUP becomes the largest national producer of 100% export sweaters.

2008 - Creation of Clair O Dark, designing shawls and squares in pure silk.

2009 - The group develops and becomes the largest producer of traditional clothing for women and men.

2011 - Expansion of the brand DIAMANTINE internationally with the opening of a first point of sale in Algeria.


2012 - DIAMANTINE was elected the first Moroccan brand of trade and distribution in Morocco.

2013 - Launch of the largest logistics platform in Morocco.

2014 - Launch of the new Accessories product family.

2015 - Opening of the first DIAMANTINE store in the Middle East in Abu Dhabi and celebration of 30 years of SOFTGROUP real estate. First partnership with DECATHLONE MOROCCO. Award for the best Moroccan franchise at the MENA franchise show in Dubai.

2016 - Launch of the Beachwear by DIAMANTINE range. Inauguration of the first rental residence in Casablanca. Creation of Soft Fashion.

2017 - Launch of the 100% natural terroir 100% cooperative range. Opening of sales outlets in Canada, Lebanon and Saudi Arabia. Creation of Soft Pack.

2018 - Bigdil joins the Softgroup family. Opening of sales outlets in Holland, Ivory Coast, Oman and the Ile de France. A new '' Elegant Black '' limited edition collection in collaboration with fashion icon, Leila Hadioui.

2019 - Launch of Diamantine UK. Bringing Moroccan elegance and style to the UK, Diamantine is excited to announce the launch of the first UK site.

Opening of new stores, one in Tabuk, Saudi Arabia, two stores in France (Besançon and Strasbourg),