Said Mahrouf obtained his studies in fashion design from the Amsterdam Rietveld Academy and Pratt Institute(New York), Mahrouf initially focused on the making of site-specific performances, for which he also designed the costumes. His work has been displayed at (a.o.) the New Museum of Contemporary Art and the Cooper Hewitt National Design Museum (New York), the Utrecht Central Museum, the Amsterdam Municipal Museum, Carriage works Gallery (Sydney) and recently in Casablanca's Loft Gallery. In 2011 he was appointed artistic director of the 15th edition of Morocco's main traditional fashion event, Caftan, which was broadcasted live from Marrakech.
Through the years his attention shifted towards fashion design. By starting his own label, he participated in the 2007 edition of the Festimode-Casablanca Fashion Week. His collection was spotted by the then director of the Paris' Prêt-à-Porter Salon, who invited him to present his spring/summer collection 2009 in Paris. This was one of the many shows that followed, at several editions of the Mercedez-Benz Fashionweek Amsterdam, Festimode-Casablanca Fashion Week, the Mediterranean Design & Fashion Week on Sicily - Indonesia Fashion Week in Jakarta and Fashion Forward in Dubai.