After spending a decade in San Francisco and New York working for Krizia, Versace, Hermès, and Loro Piana, Hicham began an apprenticeship under Master Tailor Rocco Ciccarelli in 2004. His goal was to infuse traditional tailoring with a younger, more contemporary sensibility—an approach he showcased upon launching his eponymous menswear line in 2006 at New York Fashion Week.

Since then, his work has garnered recognition in publications worldwide and has been worn by notable figures across the film, art, and music industries. In 2008, he received the FGI Fashion Award in New York for emerging talent in menswear and was featured in Patricia Mears’ book American Beauty; a historical survey celebrating the innovations of influential American designers. In September of 2025, Hicham and the brand OUMLIL will feature in an upcoming exhibition by Kent State University about North African fashion design, and an accompanying book to be published for the occasion.