Words: Theo Thompson, Images: James Cochrane
At London Fashion Week 2025, Artsi Ifrach’s Morocco Kingdom of Light show transported audiences into a realm where culture, craftsmanship and artistry intertwined seamlessly. The Moroccan designer, known for his striking, handcrafted creations, took centre stage with a powerful fusion of tradition and innovation. “I want people to feel emotional,” Ifrach said backstage, and the show undeniably achieved that, thanks to his intricate use of music, culture and fashion.
The music, created by renowned producer Ramoon, set the tone for an immersive journey. Known for his collaborations with top global artists, Ramoon’s haunting soundscape provided a perfect backdrop for the designer’s vision. As Ifrach explained, “It’s not a product; it’s about creating an experience.” From the moment the show began, the rhythm and sharpness of the music amplified the stunning visuals, guiding the audience through the bold, varied collection.
What stood out most were the vivid colours and a striking blend of fabrics, including leather and intricate detailing. Large headpieces and sculptural designs brought a surreal dimension to the collection, with pieces that seemed to float, embodying both modernity and history. The penultimate piece, a striking sand-coloured piece with snake detailing, captured the essence of Marrakech’s vibrancy and mystique. As Ifrach proudly stated, “We are North African, we are African. Why not celebrate that?” The powerful final piece featured a striking red-and-white ensemble, with the vibrant contrast of the hat perfectly complementing the model. The hat, embroidered with the words “I love you” in Arabic, added a deep layer of meaning. Around the model’s neck hung a sign reading ‘Marrakesh,’ creating a compelling visual that celebrated North African heritage. This finale honoured both cultural richness and personal expression, making a bold statement of individuality.
Maison ARTC, Ifrach’s brainchild, has become renowned for its celebration of Moroccan heritage and sustainability. A self-taught designer, Ifrach’s journey from humble beginnings to international acclaim, including winning the 2022 Fashion Trust Arabia Award, reflects his dedication to craftsmanship. His work at LFW25, with its emotional depth and cultural resonance, marked a bold new chapter in his journey. For Ifrach, talent alone isn’t enough; discipline, vision and an unwavering belief in his path have paved the way for the success he now enjoys.
Reflecting on his journey, Ifrach shares a message he would offer to his younger self: “It will come.” With Morocco: Kingdom of Light, this sentiment is fully realised, marking the arrival of a moment long anticipated.
