Fauteuil-pouf Ziggy en couleur red teal green stripes
TALKS
Interview with Amal Belabbes
Amal Belabbes moved to Marseille five years ago, and somewhere between the city’s energy and her Moroccan roots, she built a life that feels entirely her own. Stylist, vintage curator, and soon-to-be mother of two, she created Shoppe La Story out of a deep conviction: clothes and objects only matter when they carry a story behind them.
Her approach to fashion and interiors is the same — layered, intentional, full of symbolism. “When I dress a room, I need that room to tell a story.” No uniformity, no soulless spaces. Just pieces chosen with care, each one earning its place. A joyful mess full of history, as she puts it herself.
Sustainability is part of that same philosophy. Long before it became a trend, Amal was drawn to vintage for its uniqueness and quality of materials and today she holds brands to the same standard: well-made, ethically produced, and meaningful beyond the aesthetic.
With the arrival of their second baby, her mantra remains the same: «We don't have the time, we have the time.» A life in slow motion, conscious choices and a home that grows with the family.
We’re proud that Nobodinoz’s pieces have found their place in Amal’s beautifully storied world.
Welcome to the Nobodinoz community, Amal! Could you please introduce yourself?
Hello, my name is Amal, I'm 35, I've been living in Marseille for 5 years now and I'm really passionate about vintage. Clothes and objects that tell a story are something that really inspire me on a daily basis, so much so that I've decided to make it my job! I hunt for vintage clothes that I sell on insta as part of my Shoppe la Story concept, and I'm also a stylist.
Mirror Sculptural from the Heju x Nobodinoz collection
You have built an online reputation thanks to your keen eye for vintage clothing, which you sell through Shoppe la Story. How did this project begin?
Shoppe la Story started out of a need to clear out my wardrobe when I was still living in Nancy, before moving to Marseille. I’ve been sourcing vintage since I was very young, so I had accumulated tons of pieces. I needed to part with many of them, and since I didn’t have the patience to sell on platforms like Vinted, I switched to Instagram stories, styling my key pieces into full vintage looks, always with a soundtrack, as music curation is also one of my passions. So the project actually started out of pure laziness!
Ziggy armchair beanbag in red teal green stripes
Becoming a mother for the second time is a beautiful new chapter. How has this second pregnancy influenced your relationship with your style?
This second pregnancy has only enriched my relationship with clothes. There's something so “challenging” about it that it's almost like a playground! Getting out of the classic leggings/sweatshirt combo that we often see is almost a mission! And as I love a challenge in clothing, this second pregnancy has only confirmed my deep love for clothing, far from the superficial aspect that we tend to attribute to it.
With the arrival of your second baby and a very active career as a stylist and consultant, your rhythm is about to evolve. How do you plan to balance your professional passion with this new family adventure? Do you have a philosophy for managing your time?
My mantra is “We don’t check the time, we have time”, often to the dismay of those around me (laughs). My business is based on a «Slow» approach; my lifestyle is also aligned with this. I haven't made any specific plans to cope with this new daily life that awaits us and I've learnt that, like everything to do with motherhood, we don't always do as we please but, above all, as we can! So, come what may, we'll adapt to whatever happens.
Bedside table Heju x Nobodinoz
Transmission and heritage are very present in your story. How do you incorporate your Moroccan roots into your daily life?
I love this question! I would say quite naturally. Through language, food, travel, and certain objects I inherited from my mother that remind me of her and of our roots. Dialogue is very important to me. I feel a strong need to talk about it regularly with those around me, and I make it a point that my children proudly carry this beautiful culture we’ve inherited.
What does fashion mean to you? Where do you get your inspiration from every morning when you create an outfit?
I couldn’t give a precise definition, as clothing transcends me and feels like an extension of who I am. Fashion has allowed me, and still allows me, to preserve my dignity in a society that sometimes rejects us for who we are. I draw inspiration from everyday life: people in the street, regardless of their background, whom I observe closely. I have a real fascination with how some elderly people dress, especially chibanis. I also find inspiration in music, cinema, and print magazines. And over time, by sourcing and playing with clothes, it becomes easier to imagine and create silhouettes.
Kit Junior Latitude bed Solid oak wood with 2 safety rails and Bedside table Heju x Nobodinoz
By choosing vintage clothing, you’re embracing a more conscious way of consuming. Do you also value furniture brands that prioritize sustainability? What does a brand need to win you over?
That’s a very interesting question. At first, when I got into vintage, my main goal was to stand out through the uniqueness of these pieces from another era and their noble materials. Over time, as I consumed more, I developed a real need for sustainability in both clothing and home decor, as I believe it leads to higher quality. I’m very sensitive to that. Beyond materials, it’s also essential that a brand is ethically aligned and respects the people behind the work.
As a fashion stylist, you have a trained eye for silhouettes, textures, and colors. What parallels do you see between dressing a person and “dressing” a space? Does your approach to styling influence how you curate your home?
Absolutely! In the same way that I bring symbolism into clothing and silhouettes, I look for that same meaning in objects and furniture. When I “dress” a space, I need it to tell a story. That’s why I struggle with interiors that feel too uniform and lack soul.
If you had to sum up the philosophy behind your home decor in one word or a short phrase, what would it be?
A joyful mess full of stories!
You selected several Nobodinoz pieces to complement your apartment. What drew you to these products, and how would you integrate them into your decor?
I'm totally in love with the touches of colour and pattern that are so well executed at Nobodinoz. It's never too cheap; the dose of madness is just right, in my opinion. That and the design of each piece, which stands out from the ordinary while retaining that touch of timelessness that's so dear to me.
Quilted Blanket Tulip
Finally, we’d love to know your favorite spots (cafés, concept stores, markets, and must-visit places for design lovers) in Marseille.
For cafés, I love Cornbread for its raw and authentic vibe, as well as Lala Café, which offers a curated selection of clothing, accessories, and objects sourced from Morocco. For concept stores: Good Design Store, Aussih, and La Maison Marseillaise, all with a refined selection of objects and new furniture. Joli Rouge and Eccho are my favorites for vintage furniture, their selections are extremely curated. There’s also Komu, a recently opened vintage concept store with a great energy. I love it!