Born and raised in Israel, Artsi Ifrach always knew his family had Moroccan roots, but he never had the opportunity to visit the country. Later, his work as a dancer with the Israeli Ballet took him to faraway places like Amsterdam, Paris, and London—"all of which I found very exciting, as they were so different from where I grew up," he recalls. But still, Morocco eluded him. Then, in 2009, he finally touched down in Marrakech, where he went to visit his parent’s old house in the Jewish quarter. "It was very emotional to realize that I somehow belonged in this city, too," he says. Hooked immediately, Ifrach has made Marrakech his home for the past decade, drawing inspiration for his well-received fashion line from the local culture and his Moroccan roots.