About

The story and the founder

Hey, that's me

Thank you for making it this far! My name is Alicia, I’m a German-Ukrainian fashion designer and yoga & Pilates instructor, splitting my time between Morocco and Spain.

Textiles and art have always been my passion. I pursued fashion school and gained experience in the Netherlands, UK, and Spain. Then, I stepped aside for three years of adventures and deepening my yoga practice in Morocco.

It was during that time I realised how strong my urge was to create, manipulate textiles, sew, draw, and bring new ideas to life. For a while, I held back, wanting to be sustainable, seeking the perfect company, the perfect solution. Perhaps the most “sustainable” choice would have been to wait. But I realized my true calling is to create, experiment, and immerse myself in beauty, aesthetics, and new materials.

Delulu is my way of painting dreams into existence, of exploring crafts, techniques, and innovation without being bound by a fashion calendar. I want to create garments that matter: high-quality, thoughtful, and durable, ideally using deadstock, repurposed materials, biodegradable fabrics, or innovative sustainable textiles.

Step by step, I’m exploring, experimenting, and sharing this process with the public, even interactively, to create pieces that resonate, perform, and spark joy.

This is my obsession, my passion, and my way of being: creating freely, playing with materials, and bringing sparks of beauty to life.

Designed With Intention

Delulu Activewear is a Moroccan-rooted wellness brand created for dreamers who move.

Delulu means daring to believe in your dreams with bold, almost naive faith and turning that belief into action. Every piece is designed as a wearable affirmation: soft, sculpting, and empowering.

We create athleisurewear that reminds you that your dreams aren’t crazy, they’re possible.

Dream. Move. Repeat.

Delulu was founded by Alicia, a Pilates & yoga instructor with a background in fashion and textile development.

After years of exploring self-expression and embodiment, she created Delulu as a natural evolution of that journey, transforming personal growth into a collective movement.

Delulu blends fashion knowledge, movement practice, and emotional intention. It’s designed by someone who lives in it daily.

Delulu is creatively directed and designed between Morocco and Spain.

Each piece is thoughtfully developed with attention to fit, comfort, and movement, tested in real Pilates and yoga sessions before production.

Delulu is produced in small batches in Casablanca, Morocco.

We work closely with local manufacturers and textile professionals to ensure quality control, proper finishing, and ethical small-scale production.
We do not mass-produce.
We build intentionally.

Our current performance fabrics are sourced from Asia and imported to Morocco, selected for their durability, stretch, and sculpting effect. There is a range of fabrics that are deadstock materials from the finest fabrics and companies in Europe.

We are actively researching and developing more sustainable textile alternatives as part of our long-term innovation vision.

Transparency is part of our process.

• Empowerment
• Authenticity
• Radical belief in your dreams
• Movement as medicine
• Purposeful design
• Community over mass production

Delulu isn’t just activewear, it’s a mindset.

For the girl in transformation.
For the woman rebuilding herself.
For the dreamer who refuses to shrink.
For the soft rebellion energy.

If you’ve ever been told you’re “too much” for believing in your dreams, you’re exactly where you belong.

Be Delulu.