London Fashion Week was blessed with the welcoming warmth of Morocco for AW25. Two of the country’s leading couturiers, Sara Chraïbi of Maison Chraïbi and Artsi Ifrach of Maison Artc, presented under the Morocco Kingdom of Light showcase, where their wondrous creations shone not only for their exquisite craftsmanship but for their expression of cross-cultural modernity.

Chraïbi had our heads in the clouds with her ‘Les Cieux’ (The Heavens) collection. Sweeping capes, elongated suits and otherworldy gowns in shimmering silks and organzas acted as powerful canvasses for guipure open work, braided fringing and foliage-like embroideries. The designer, who also shows at Paris Couture Week, exhibited her innovative mastery of pure silhouettes and Moroccan artisanal techniques.

Meanwhile, Ifrach presented his ‘Coming Home’ collection, all handcrafted in Marrakech from antique textiles and tapestries, then steeped in bespoke prints and embroideries. Each rebellious look told its own story, woven from threads drawn from around the world. A golden pyjama suit looked to the Orient while a patchwork column dress took us to the Pyramids. The designer, who was a Fashion Trust Award winner in 2022 and had a sell-out collaboration with Harrods last year, here proved he’s in an orbit of his very own.

We speak to both designers about their LFW debut.

Why is it important for you to showcase at London Fashion Week?

Sara Chraïbi: LFW is a meeting place of artistic souls, where diverse heritages are honoured and reimagined. Presenting my work here means sharing the spirit of Morocco on a global stage – its mysticism, craftsmanship and timeless elegance. It is a dialogue between past and future, tradition and innovation.

Artsi Ifrach: I believe that presenting my creativity at LFW is both inspiring for me and for those who experience it. It’s a celebration of culture, art and fashion. London is home to many great designers and creative minds so I’m very proud to be part of this event.

What are the inspirations behind your collection?

SC: The collection is an ode to the sacred skies where the Tree of life stands as a guardian of wisdom. Its branches stretch towards infinity, its roots anchor it in the fertile earth of ancestral knowledge. The sacred fruit it bears is a symbol of spiritual nourishment, a connection between the material and the celestial. Each piece carries this duality – gravity and elevation, earth and heavens – expressed through flowing forms and luminous textures.

AI: I am telling a story of heritage, memory, artisanal creativity and culture – all woven into one-of-a-kind pieces. It is a true expression of my love for both art and fashion.

Please share the story of one of the key pieces on show.

SC: There is one gown that embodies this journey of transcendence. Layers of sheer silk evoke the movement of the wind through a celestial orchard, while intricate silver embroidery captures the glow of the sacred fruit under the moonlight. The design is a reflection of the spirit’s ascension through beauty and divine radiance.

AI: One of the key pieces is a handmade embroidered dress that takes six months to create. It tells the story of the people of Morocco—the happiness we live in, expressed through beautiful colours and joy.

What feeling do you hope guests leave with having experienced 'Morocco Kingdom of Light'?

SC: I hope they leave with a sense of wonder, as if they have stepped into a suspended world of light and serenity. Morocco is a land where the luminous and the sacred intertwine effortlessly. So, through this collection, I want guests to feel the essence of this world, to carry with them the memory of a place where tradition meets the celestial, where every creation is a gateway to something eternal.

AI: I hope to move them emotionally, awaken their memories and allow them to dream. I also want to showcase the progress and creativity that define Morocco today. I am happy to welcome everyone into our beautiful home.