How Joseph Ouechen Shows That Men from Casablanca Are on a Different Fashion Level

In the world of street style photography, few names are as influential in North Africa as Joseph Ouechen. Born in 1982 in Sidi Mimoun, a working-class neighborhood north of Casablanca, Joseph has carved out a unique space in fashion by turning his lens toward the unexpected: older men in Casablanca with a striking sense of style.

While global fashion media often spotlights runway trends or influencer outfits, Joseph shows us something far more real and far more inspiring. His photos highlight Moroccan men, often from modest backgrounds, who manage to look effortlessly cool. They blend traditional pieces with contemporary streetwear, wear bold colors without fear, and combine fabrics, textures, and accessories in ways that feel entirely fresh. It’s fashion that doesn’t follow rules: it rewrites them.

These men aren’t necessarily wealthy. They don’t dress to impress others or to keep up with trends. They dress in intention. According to Joseph, it’s not just about what they wear, but how they think. Their outfits reflect a mindset of independence, creativity, and pride. Many of them have never worked in fashion or set foot in a luxury store, and yet their sense of style rivals that of top fashion icons.

Joseph’s photography is deeply personal. He started out with a blog called You Are The Style, Morocco’s first street style blog. With his camera in hand, he walked the streets of Casablanca, looking for people with “a different energy.” He found it most clearly in older men who dress not for Instagram, but for themselves.

Through his work, Joseph invites us to see fashion not as something reserved for the elite, but as an everyday form of self-expression—accessible to anyone bold enough to be themselves.

His images have reached far beyond Morocco. He’s worked with brands like Chanel and Daily Paper, and his work has appeared in ELLE, New York Magazine, and Fashion Trust Arabia. But he never left the streets of Casablanca behind. That’s still where he finds the most inspiring fashion: outside of the mainstream, beyond expectations, and on an entirely different level.

Joseph Ouechen reminds us that true style doesn’t come from money, trends, or rules: it comes from the courage to stand out.