Threads of Heritage: Weaving Culture Through Fashion with Maison ARTC

WE MOVE CULTURE is both a mantra and a call to action, powerfully embodied by Artsi Ifrach, the visionary behind Maison ARTC. In an era shifting from information to curation, visual arts emerge as vital tools—preserving memory, expressing emotion, and shaping identity. Far from aesthetic embellishments, they are vehicles for storytelling, cultural continuity, and social change.

Maison ARTC stands at the forefront of this movement. Artsi’s Moroccan-Israeli heritage and self-taught approach infuse his designs with emotional depth and narrative power. Based in Marrakech, he draws on the city's vibrancy and works closely with local artisans and photographers, blending tradition and innovation to explore identity, history, and belonging.

His work has earned international acclaim—from Fashion HUB at Milan Fashion Week to “A Dialogue Between Cultures” at the Victoria & Albert Museum—showcasing one-of-a-kind garments that transcend fashion. Through layered fabrics and repurposed materials, Artsi crafts pieces that invite personal reflection, humor, and cultural curiosity. His intuitive ability to "dress the soul" transforms each garment into a living story.

Maison ARTC isn’t just a fashion label—it’s a cultural force. “WE MOVE CULTURE” becomes a reminder that art is action, not ornament. It’s a radical act of education, connection, and transformation. Through his visionary lens, Artsi invites us to become active participants in culture, using fashion and visual arts as bridges between past and future, self and other.

Here is our exclusive interview with Artsi Ifrach of Maison ARTC for RED-EYE.

Your roots in Moroccan culture are woven into the fabric of your work at Maison Artc. Can you share specific experiences or traditions from your upbringing in Morocco that have significantly influenced your design aesthetics and artistic philosophy? How do you translate these cultural narratives into contemporary fashion pieces that resonate with a global audience?

My roots are the tree that I have become; they are the foundation of all I create and build, the DNA of my creativity and vision. I was born into this heritage, growing up in a Moroccan house where the language, the food, the culture, and the pride of it all have fueled my creativity since I was young. I have always wondered how I can keep it alive, how I can preserve this beauty and move it forward. It is not a singular moment, but rather a meaningful journey that I am still creating. From the very beginning, I chose to take the long road to become the person I am and continue becoming—like a beautifully crafted carpet, handmade over a lifetime. I believe that no matter where we come from, each of us is a universe filled with memories and emotions. This belief is at the heart of my work, inspiring me to create one-of-a-kind pieces that resonate with a global audience. Culture is global; it has many layers.

Sustainability is a linchpin in your design ethos, which stands in stark contrast to the prevailing fast fashion model. Could you elaborate on the specific sustainable practices you’ve implemented in Maison Artc? Furthermore, how do you educate your clientele about the value of sustainability, and what do you believe the future holds for sustainable fashion in a fast-paced marketplace?

I’m not sure that sustainability was my goal or ethos when creating Maison ARTC. I have always crafted one-of-a-kind pieces from vintage and antique garments. Diving into the past, restoring it, making it alive again, and bringing back its beauty has always fascinated me. Sustainability today is not what I would like it to be. It is very difficult—almost impossible—to achieve unless you create one-of-a-kind pieces and stay true to yourself. I educate my clients and aim to inspire young creatives to see that staying true to themselves and being disciplined in taking the time to grow is the only way to achieve success. I treat my clients as I treat my pieces—each one is unique, valuable, and invaluable. The only future for fashion is valuing the creative work of designers, slowing down, and producing less. Respecting artisanal work and preserving techniques is essential. We must remain emotionally connected and excited about fashion—not as a product or uniform. We shouldn’t dress our wallets; we should dress according to our personal style and taste.

Maison Artc prides itself on crafting one-of-a-kind pieces that marry art and wearability. In an age of mass production, how do you maintain the authenticity and individuality of each piece? Could you discuss the process you undergo when creating these unique items and the role that artisanal craftsmanship plays in your work?

My creative process is deeply intuitive. I collect garments from all over the world, from various cultures, and allow each piece to guide my vision while respecting its value and quality. Since each one is different and unique, so is the piece I create—I cannot replicate it. This individuality makes my work authentic and impossible to mass-produce. I integrate artisan craftsmanship into my designs, incorporating embroidery and cultural elements.

Your affinity for vintage fashion signifies a reverence for history and storytelling in design. How do you incorporate vintage elements into your contemporary creations, and what specific narratives do you aim to express through these pieces? Can you share an example of a particular vintage piece or era that inspires you, and how it manifests in your designs?

Each piece tells a story and creates a unique personality. My love and passion for history and culture serve as the foundation for my use of vintage garments and storytelling. But keeping these garments as they are would not serve the present; they would slowly disappear. I manifest them into the future by giving them a new life, adjusting them to the present time, and ensuring their value for future generations. One example is a golden handmade caftan from the last century, crafted with gold thread. I transformed it into a beautiful long coat, honoring its rich heritage and allowing it to live again. It has returned to the present and will continue into the future.

In your view, fashion transcends mere clothing and becomes a powerful form of artistic expression. Can you discuss the ways in which you see fashion intersecting with other art forms, such as photography and traditional crafts? How does this multidisciplinary approach enrich the experience of both creators and audiences?

For me, fashion is an art form, just like any other art. My approach comes from storytelling—through images, installations, or shows. Photography is an essential part of the Maison ARTC universe. I preserve the pieces I create through archival photography before they are sold. I capture them in a way that tells their story, ensuring the photographs hold the same artistic and emotional value as the pieces themselves. I do not approach fashion as a product but as an art form with emotional depth. I want the viewer to feel something—to be moved by beauty, emotion, and memories.

As a founder and creative director of Maison Artc, you have established yourself as a resonant voice for those whose stories may otherwise remain unheard. How do you leverage your platform to amplify diverse narratives and foster inclusivity within the fashion industry? Can you share any specific projects or collaborations that exemplify this commitment to giving a voice to the underrepresented?

I am not part of the fashion industry. I see myself as only a part of fashion. The industry, as a system, is something I do not align with—it represents mass production and a lack of individuality and emotional value. It cannot be art. I take my creativity seriously and protect my personal identity and values. I have remained true to myself, allowing time to grow and become what Maison ARTC is and will continue to be. I want to demonstrate that success and value can be achieved as individuals through discipline and determination, regardless of the industry's expectations. It is important to set an example for those who believe in their vision and show them that it is possible.

Achieving recognition through the FTA awards in 2022 marked a pivotal moment in your career. How has this accolade influenced the trajectory of your work and the perception of Maison Artc both within Morocco and on a global scale? In what ways do you aim to build upon this recognition to further your impact in the fashion landscape?

I am very proud to have won the FTA Awards—this moment means a lot to me. It brings pride to my beloved country and opens borders, giving my work a larger audience. It is another step in my journey, and I continue to grow through my creativity and passion for my work. However, I do not build my success on recognition, awards, or connections. I remain driven by consistency, discipline, and passion. I aim to surprise myself and stay curious about where my creativity will take me next. Every day is a new beginning, regardless of past achievements. I love this process, and I will always protect it.

The tension between fast fashion and slow craftsmanship remains a central theme in contemporary discussions about style and sustainability. What are your thoughts on how the fashion industry as a whole can transition towards more sustainable practices, and how do you believe emerging designers can play a vital role in this paradigm shift while staying true to their cultural identities?

Without protecting cultural identity, without respecting the creative process and the development of a strong individual voice, without values or education, we have no future to look forward to. The fashion industry should not function as an industry but as a platform for creativity—one that makes a difference through beauty. It must respect the world we live in and find new, responsible ways to produce. It must make us dream again and be hopeful about the future. The past is the future. We need to amplify new voices in fashion and make slow fashion the fastest way to create meaningful change.

Your assertion that the term “brand” often diminishes the artistic essence of fashion invites a deeper exploration of identity and creativity. Can you elaborate on how you differentiate Maison Artc as a culture house from conventional fashion brands? What intrinsic qualities do you believe define a true designer, and how are these reflected in your work?

Maison ARTC is not a brand—it is a cultural house. The term 'brand' is commercial, tied to products and industry, which I do not relate to. The value of culture holds many essential qualities: education, knowledge, experience, art, beauty, and timelessness. It withstands the test of time and can never be considered a trend. This is what Maison ARTC stands for and what I am proud to be part of in the future of fashion.

Looking toward the future, what aspirations do you hold for both yourself and Maison Artc? Are there specific projects, collaborations, or initiatives you are particularly excited about that will expand the cultural dialogue around fashion? How do you envision your brand evolving while staying true to its foundational values of authenticity, artistry, and sustainability?

I look forward to continuing my journey, expressing my creativity and passion. I hope to be involved in shaping the future of fashion and setting an example for creative designers. I want to find new ways to engage and inspire others.

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