IN CONVERSATION 01 | MAISON ARTC
Artsi Ifrach of Maison Artc: Fashion as Cultural Storytelling
In this interview, Artsi reflects on the future of fashion, calling for a return to authentic design, handcrafted techniques, and clothing with cultural and emotional value.
Cultural Fashion Design Rooted in Identity and Heritage
In our first issue, we sat down with Artsi Ifrach, the creative mind behind Maison Artc, a sustainable fashion house that is redefining fashion as a form of cultural storytelling.
Known for his work as a cultural fashion designer, Artsi is not bound by the conventions of the mainstream fashion industry. Instead, his creations push the boundaries of what ethical fashion can look and feel like.
Inspired by Marrakech: A Hub for Creative and Sustainable Expression
Based in Marrakech, Artsi’s designs are deeply inspired by the city’s rich cultural life. He shares how, in Morocco, “Creativity is all around you—woven into the fabric of everyday existence.”
Maison Artc blends heritage fashion with modern craftsmanship, creating pieces from vintage clothing, upcycled accessories, and reclaimed textiles that carry meaning beyond fashion trends. This reflects a powerful commitment to circular fashion and slow fashion values.
Slow Fashion Meets Artistic Integrity
What makes Maison Artc even more unique is its intimate, small-team approach. Each piece is handmade with incredible attention to detail, reflecting Artsi’s belief in quality over quantity and personal expression over mass production.
This approach aligns closely with the principles of ethical fashion and the slow fashion movement, prioritising authenticity, craftsmanship, and individuality in every garment.
Global Recognition with Local Roots
Globally recognised—with pieces featured in the V&A Museum and the Brooklyn Museum—Maison Artc continues to grow while staying true to its culturally grounded design philosophy.
Artsi’s work stands out among sustainable fashion creatives for its aesthetic and message: fashion is a medium for cultural preservation and creative freedom.
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