Fayçal AMOR was born in Tangiers, city with international status, on November 24th 1949. His father was a Moroccan industrial leader, his mother a Russian painter.

He grows up in Morocco. His education partakes of both Oriental and Occidental cultures, he learns several languages and starts painting young. He then continues his formal studies in France and England where he obtains a degree in economics.

Back to Morocco at the age of 24, destined for a career of businessman, he decides however to devote himself to fashion. He works out a new dying process, finds local textile mills to manufacture an innovative fabric and designs his first collection, which is immediately bought by French industrials who sell it under their own label.

In 1980, he decides to settle in France. Pierre d’ALBY asks him to be his artistic director, which he does for 5 years.

Willing to express his own conception of fashion, he creates in 1986 the label PLEIN SUD that is immediately successful in France and overseas. Since the creation of his label, Fayçal AMOR most important concern has been the development of the company’s structures integrating design, manufacture and marketing.

Always searching new harmonies, creating new fabrics, draping his own structures, Fayçal AMOR designs collections that perfectly translate his inspiration.

The « PLEIN SUD » trademark has been founded in 1986 by the designer and creator Fayçal AMOR. He has developed by easy stages the company, to conceive, produce, to commercialize and to broadcast the different lines of the trademark and its derived products.

The « PLEIN SUD » term indicates a synonymous destination with warmth and color, the south woman is a symbol and an emblem of sensuality and elegance. This conducting influence inspires Fayçal AMOR to give his own interpretation of the woman clothing. She’s the one of the trademark style: Elegance and femininity characterize the « PLEIN SUD » style and its strong and constant identity.

PLEIN SUD imposed itself all over the world upon different market gaps by the broadcasting in the shops sign, the multibrands, and the stores owing to different lines of the trademark:
- PLEIN SUD by Fayçal AMOR
- PLEIN SUD JEANIUS
- PLEIN SUD SHOES

By its bold enterprise, its ability, its knowledge of markets, and its commercial performances, the PLEIN SUD Company has become a reference in France and abroad for the fashion trade professionals.