Maison ARTC – fashion house based in Morocco – is going to be WHITE’s Special Guest (from 20th to 23rd February 2020) with an installation and an event that will engagingly illustrate the incredible imagery of this designer, who works independently to make the most of the origins and culture of his territory. A powerful message under the banner of a contemporary craftsmanship and a recycling, zeroing in on sustainability and multiculturalism.
Born in Jerusalem, Artsi Ifrach – on the wake of international experiences in Tel Aviv, Paris and Amsterdam, he moved to Marrakech to found the independent brand Maison ARTC, which creates exclusively unique pieces by means of painstaking research and assemblage of vintage hand-made fabrics. The very name, Artsi, means “My Country” in Hebrew and Arabic, expression of a concept of multiculturalism in which different cultures coexist without relinquishing their identity. An element that stands out in Maison ARTC’s (menswear and womenswear) collections, featuring colours, prints and special manufacturing techniques by craftsmen, whose art and materials are endowed with new life.
So Artsi: “Climate changes and changes in fashion; we really are at the threshold of a new era in which responsibility, sustainability and creativity represent the future and the way to go. To me future means also going back. Our DNA - grounded on the idea of a multicultural society – is the source of inspiration that prompts us to design and craft our items. This is a way to preserve the past from the present and propel it towards the future.
Portraits: SUZANA HOLTGRAVE /Credited by @artsimous / Work: Artsi Ifrah for Maison ARTC