Soad Kanouni was born in Casablanca, Morocco. The third eldest of eight siblings, she was raised in a close knit family where her parents provided an environment of love and positive energy, while teaching values such as respect, independence, the importance of hard work and family. Soad continues to share those same values with her two sons.
As a young child she had dreams of becoming an entrepreneur. Today Soad can proudly say that she successfully achieved that. As a child Soad would witness her mother’s frustration dealing with local seamstresses hired to make her clothing. The one thing which her mother was never satisfied with was the fit. She would always express upon her daughters the importance of learning how to sew and make their own clothes that fit properly. Upon this instruction, Soad and her sisters went on to attend fashion school. Soad took one step further making a business and a passion of her mother’s valuable advice.
Soad has long been a mainstay in Los Angeles’ Fashion District. Her 25 plus years of presence in the industry have rendered her an expert pattern maker, skilled business woman and soon to be designer. Soad has been vigorously involved with several facets of the industry. She specifically harbors an A to Z knowledge of the production process which is further enriched by her valuable wisdom and passion with regards to garment construction. Her range includes womenswear, menswear and juniors while her familiarity with fabrics and fit is immense. This combined with an ability to interpret various genres including swimwear, sportswear, denim, casual, contemporary, outerwear, bridal and couture create the steadfast foundation upon which her well earned reputation is built. Soad has collaborated with multinational corporations, companies and private clientele including celebrity stylists and designers. S. Kanouni Pattern Design, fruit of her hard work and experience, has continually provided her clients with top notch patterns destined to be beautiful garments that have graced runways, red carpets, film wardrobes, theaters and ultimately your very own closet.
She currently continues to challenge herself by embarking on new adventures. Her S.KANOUNI collections are crafts that she holds close to her heart as it is the culmination of her many years of work and life experience. It is the fusion of minimalist concepts, hints of her culture and others, an overall relaxed and laid-back vibe. Her vision effortlessly blends earthtones, sustainable and eco-friendly materials, with beautiful eastern inspired silhouettes; resulting in a collection that is versatile and complete in its simplicity with pieces that can be mixed and matched to the heart’s content.