Art and fashion
Jerusalem-born designer Artsi Ifrach found solace in Morocco after living in Tel Aviv, Paris and Amsterdam. He has created an iconic and unique brand through his extensive understanding of multiculturalism.
Starting his design career at the age of 28 (which is quite late in the fashion world) he has been welcomed with open arms, being named the top most influential designer in Tel Aviv. Today he works with local photographers to create moving artworks. Artsi says that he believes ‘fashion is a part of art that tells something about us through culture and individuality.’ He goes onto to explain “I am a total autodidact, I am not working with designing skills, I am working with creativity and intuition.”
There is something incredibly special about his work, there is a richness in history that he has managed to capture through all his designs. There is a genuine emotion attached to all the work he produces and it really shows up in every collection and shoot he works on. He explains that he mixes vintage pieces, colours and patterns to create this one-of-a-kind landscape.
He then goes onto to say “Napoleon once said ‘there is a thin line between the ridiculous and the sublime’, I am searching this line every time on every piece.” Much aligned to our Reinvention issue (out now) Artsi talks about the beauty of dreams and imagination: “I don’t stop dreaming, I live it every day, I don’t think I could do it if I stopped dreaming.”
The idea of dreams in the past have been positioned as fickle, however, we are starting to come to terms with the fact that dreams are there to be lived and actually encourage us to invent, manifest and create our realities. Maison ARTC is the essential brand that encourages all of those ideas in his work. One thing he stands by is the fact that courage is something you must have to dream, and that he does.
In his fashion story featuring the Moroccan model Tilly Oulhaj, he introduces us to the eclectic and inspiring world that he has created through the power of art and fashion. In a time where fashion has often lost its ability to create, we have to look to people like Artsi, who can inspire a new evolution, that looks far beyond social media trends, and makes us feel emotionally connected to every piece and image.