We made a very happy discovery courtesy of our peerless guide Ibrahim Mouhib. Ibrahim knows all the premier artisans in arts, crafts and fashion throughout Morocco and introduced us to couture designer, Artsi Ifrach. Of Israeli-Moroccan descent Artsi grew up in Jerusalem, lived in Paris and Amsterdam, then eventually settled in Marrakesh. Spending his formative years training to be a professional dancer at the Jerusalem Academy of Dance, it was years later Artsi realized he was a gifted fashion designer with extraordinary creativity and artistic talent.
A dreamer by nature, Artsi says - "memories and imagination are my greatest sources of inspiration." Artsi's unique mix of vintage and contemporary textile in his couture creations speak to his reverence of history, legacy and preserving culture through Hellenic, Berber, Middle-Eastern, Asian, Western, Moorish and Asian influences. As one of his admirers is quoted in The Fashion Chronicles of a Dream Catcher article by Joyce Bidouzo-Coudray, "you're by yourself a continent of multiculturalism."
Art/C Ifrach House of Style concept store opened in 2008 in the Old Medina of Marrakesh and the designer has received the distinguished honor of being included on The Official Calendar of Paris Couture week for several seasons.
We're all about fashion, so we spent a joyous couple of hours getting to know Artsi, a warm, free spirit, while enjoying his glorious collection at his Maison Art/C.