In February 2019, Vogue’s Brooke Bobb described model Tilila Oulhaj as being a member of the ever-expanding Marrakech cool kid crew. The Atlas Mountains debate teacher transplant from azilal, Tilila Oulhaj remains the face of Maison ARTC, a brand known for its artful, one-of-a-kind pieces, designed by Artsi Ifrach.

(Meryem) Tilila Oulhaj covers the January 2020 issue of Vogue Arabia, launching the magazine’s discussion of its own interpretation of the new-decade Vogue Values mission statement. “In the case of the Arab world, I believe that the preservation of the local crafts and the heritage of each country should be a priority,” explains Editor-in-Chief, Manuel Arnaut. “This new mandate means that we will try as much as we can to honor the values we are advertising.

The cover story is photographed by Elizaveta Porodina in Morocco’s magical Kasbah Bab Ourika, 35 miles from Marrakech. The shoot was fully styled by Katie Trotter, working with Maison ARTC to feature North African and Arab designers, highlighting Vogue Arabia’s ongoing campaign #buyarabdesigners. “In this fashion shoot we also sourced all the jewelry locally, trying to be as accurate as possible with Moroccan traditions,” adds Arnaut.

Vogue Arabia references Oulhaj’s painful skin condition in their Instagram cover announcement. “Last year, I just decided that it was too tiring for me to wake up every morning and put 25 layers of makeup on just to please someone’s beauty aesthetic. Then I had to step back. People thought I was beautiful?”

There’s a reason why AOC NEVER uses the word ‘flawless’ — one of the worst words in the world of white privilege and its promotion of antiquated, porcelain beauty standards. Thank Goddess the term is increasingly seen for its divisive emptiness as a woman-friendly, body-positive term worthy of energetic pursuit.