Morocco has long been stereotyped in its role as muse for artists, designers and musicians, as if it were entirely made up of the rug-filled souks of Marrakech, piercing blues of Chefchaouen and ochre Sahara oases. But recently a young generation across the country has begun to challenge these perceptions, recovering their traditions while pushing contemporary culture forward in bold directions and reshaping what it is to be Moroccan in the 21st century.