Plein Sud designer and founder, Faycal Amor, grew up in the famous Moroccan city of Tangiers. At a young age he was exposed to a unique blend of cultures in this international city, learned multiple languages and started painting at a young age. He travelled to England and France where he attained a degree in Economics but eventually returned to Morocco, feeling that he was lacking something in his analytical choice of study. Amor began his fashion career at 24 when he started looking to his home city for inspiration in weaving and dyeing fabrics with the help of local textile mills. Amore designs his first collection and it is purchased right away by French Industrials.
The label, Plein Sud, did not come to fruition until 1986. Amor took his education in economics and used it to his advantage when launching his line. He carefully mapped out the proper marketing plan to best highlight the warmth, sensuality, and elegance synonymous with the brand.