Morocco, the Kingdom of Light, proudly presented Artsi Ifrach of Maison ARTC at London Fashion Week. The Maison ARTC catwalk was a mesmerizing showcase of personal expression and cultural richness, featuring one of Morocco’s most prominent international designers.
The ‘COMING HOME’ collection was adorned with striking large headpieces that complemented a stunning array of outfits, each piece embodying craftsmanship and sustainability. The overall impression was bold, surreal and breathtakingly beautiful , perfectly accompanied by the hypnotic sounds of Ramoon.
Based in Marrakech, Maison ARTC unveiled a collection that not only celebrated Moroccan culture but also reflected the experiences of Moroccans in the diaspora. Each garment wove cherished memories of their homeland with the cultural influences of their new surroundings. Through this collection, Artsi Ifrach conveyed a deep emotional connection that keeps Moroccan heritage alive, deeply embedded in his roots. “COMING HOME” serves as a love letter to Morocco, narrating a cultural journey through the medium of fashion.
Artsi Ifrach, a maverick art director and designer, founded Maison ARTC as an antidote to fast fashion. Each piece is meticulously designed and crafted with care, bridging the gap between historic and contemporary fashion while looking toward the future. This collection is a glorious celebration of Moroccan heritage, utilizing vintage fabrics and contemporary design.
The collection features wearable art, with each piece carefully designed using vintage antique garments and fabrics, breathing new life into them through the creative process. With vibrant silks, tulle, and printed cotton, Maison ARTC honours tradition while embracing contemporary expression. Each of the collection’s 20 looks is a one-of-a-kind, bespoke piece reimagined for today’s world.
This season, the British Fashion Council and the Moroccan National Tourist Office joined forces for a groundbreaking campaign promoting Morocco’s design industry on a global scale as the Official Partner of London Fashion Week. This collaboration has successfully positioned Morocco as the must-visit destination for fashion and culture enthusiasts.
The highly anticipated Maison ARTC collection was well-received, attracting a host of notable guests, including model Adot Gak, designer Jasper Conran OBE, fashion icon Hamish Bowles, athlete Annie Tagoe, and His Excellency Hakim Hajoui, the British Ambassador to Morocco.
By Kim Grahame
Photos:@jamescochranephoto
PR: Purple PR , I.DEA PR
Presented by Morocco Kingdom of Light
