With over 500 brands in 4 locations, at the heart of the Tortona fashion and design district, WHITE Milano is always a key reference point for womenswear during Milano Moda Donna. This year the trade show’s special guest is Moroccan designer Maison ARTC.

Held throughout Milan’s fashion week, WHITE Milano is once again the go-to womenswear destination for insiders looking for the latest trends, thanks to an increasingly targeted brand mix, capable of updating a stores’ offer and speaking to the new generation of consumers.

Every season WHITE selects a Special Guest, along with an exclusive project, capable of engaging both the press and the buyers. At the upcoming February edition, the special guest is designer Artsi Ifrach with his brand Maison ARTC – fashion house with Moroccan roots.

The designer will showcase his collection through an installation and an event, which are going to illustrate the incredible imagery and culture of his territory. A powerful message under the banner of contemporary craftsmanship and recycling, zooming in on sustainability and multiculturalism. The designer makes exclusively unique pieces by sourcing and assembling vintage and handmade fabrics.

Says Artsi: “Climate change and also a change in the fashion system. A new era has begun, an era in which responsibility, sustainability and creativity represent the future and the way to go. To me future also means going back. Our DNA – founded on the notion of a multicultural society – is our source of inspiration, our starting point to design and create our items. It is a way of preserving the past from the present and propelling it towards the future. We should all think different, but also design and produce in a different way, so as to act and make real, tangible change. MAISON ARTC recycles all that is old to bring it back to life. I am truly enthusiastic to be given the chance to showcase my work at WHITE in Milan with a special installation that illustrates my vision to an international audience”.