Maison ARTC AW25

London Fashion Week is always a whirlwind of creativity, but Maison ARTC’s AW25 presentation, "Coming Home", was a standout moment, a love letter to Morocco woven from memory, diaspora, and reinvention. Artsi Ifrach, the visionary behind the label, delivered a collection that felt both deeply personal and universally resonant, blending vintage textiles with contemporary storytelling.

Ifrach’s designs are a patchwork of cultural echoes; antique Berber lace collided with Japanese kimono silks, while mouzoun sequins (traditionally worn to ward off evil) adorned velvet fedoras. Each piece, thrifted and reworked in Marrakesh, carried the weight of history yet floated with modern ease. An Assiut scarf transformed into a sheer men’s top, paired with cream trousers was a standout that was a nod to Egyptian craftsmanship repurposed for today.

London’s appetite for drama was fed generously. Models wore “Marrakesh” signs as necklaces and adornmant pieces.The collection’s 20 looks were a masterclass in layering. Banjara tribal embroidery on golden brocade, fragile capes over earth-toned dresses. It wasn’t just fashion, it was a museum of movement, each stitch a story.

Presented under the Morocco Kingdom of Light initiative, Maison ARTC didn’t just showcase clothes, it championed a dialogue between tradition and modernity. Ifrach’s work, like his motto “we move culture”, refuses to let heritage gather dust. Instead, he lets it dance; sometimes in a taffeta cape, sometimes in a beanie hat. but always with unapologetic joy.

Maison ARTC’s soulful chaos was a reminder; fashion thrives when it’s fearless, fluid, and fiercely personal. Ifrach didn’t just design a collection, he built a bridge and London crossed it eagerly. Once in awhile I attend a show in which I think , "...oh wow..." and this visually stimulating show truly stirred excitement within me and the audience as a whole.