Artsi Ifrach is a Moroccan/Israeli designer who has lived in a variety of cities such as Marrakech, Tel Aviv, Paris, and Amsterdam. Marrakech, however, remains the most inspiring place for him. He has been recently invited to Addis Ababa to represent Morocco for a fashion show celebrating twenty years of African trade. While taking this opportunity, he discovered this “jungle city” with its tropical trees, shanty neighborhoods, and stormy weather which have been perfect for photo shoots as it represents an immortal Africa. Art/C‘s creations are an unusual mix of fabrics and prints with embroideries and kaftan buttons. They are combined with shimmering colors, embellishments, and even a Persian rug worn as coat in an attempt to represent djellabas. Art/C is creative and resourceful, and has no fear as he says, “When you have a dream, there are no boundaries, you have to do everything to achieve it.” He goes with his feelings, and guess what? He’s including menswear in his next collection!