Artsi Ifrach — MAISON ARTC
In the heat, color, memory, and texture of Marrakech, Artsi Ifrach crafts garments as living relics. As founder and creative director of MAISON ARTC, he creates one-of-a-kind pieces that feel like bookmarks in time—woven from heritage, experimentation, and the alchemy of found materials. Ifrach often speaks of “fixing memories” using vintage and repurposed textiles, reshaping them into statements that converse with both past and future.
Background & Philosophy
Artsi Ifrach is self-taught. He was born to Moroccan parents and eventually rooted himself in Marrakech, where his hybrid lens of identity—part outsider, part inheritor—shapes his approach. His brand is framed not as a fashion label but as a “culture house” combining art, fashion, and memory. The label’s pillars include artisanal craftsmanship, sustainability, and authenticity. He won a Fashion Trust Award in 2022, and in 2024, MAISON ARTC opened Marrakech Fashion Week with its show “REBUILD,” integrating vintage, reparative techniques, and cultural motifs
Design Approach
Upcycling & memory reconfiguration: He sources old garments, tapestries, metal fragments, and other materials, reworking them into new forms that still carry the past’s scars.
Maximalism with narrative restraint: While his designs are bold in texture and color, they are composed with intention—each layer, embroidery, or detail is part of a story, not just decoration.
Cultural layering: He interweaves Moroccan symbols, motifs, and architectural references with contemporary silhouettes. In his SS25 “COMING HOME” collection, diaspora and return are evoked by sculptural textiles and symbolic ornamentation.
Slow fashion principles: Every piece is often singular, resisting mass replication. His production is measured, often adjusting price upward if pieces remain unsold beyond certain time spans, treating garments like artifacts rather than commodities.
Position & Influence
Ifrach’s work is increasingly seen in global fashion dialogues—he’s exhibited in Paris, featured in the London V&A, and been covered in fashion press. MAISON ARTC’s runway at Marrakech Fashion Week was a homecoming of sorts—his first Moroccan show—marking a growing confidence to anchor his voice locally even as he speaks globally. He’s often described not merely as a designer but as a cultural weaver: connecting identity, memory, and fashion into symbolic form.
