June 6, 2016
“I don't design clothes. I design dreams.”
Fashion reflects its environment. Inspiration guides and nourishes every designer
and simply comes from all around: landscapes, weather, people in the streets, events, natural or artificial colours, meet ups, discussions... As such, Tel Aviv fashion has its special connections with the city that never sleeps! Relaxed but edgy, hipster and summery, suggesting rather than showing, colourful, this is how we would describe Tel Aviv's fashion. Here are a few hand picked designers, masters of the art! Good to know that we can look at it as art pieces, a good tip to refrain our shopping craze.
DODO BAR OR MIDDLE EASTERN TRADITIONS
Dorit Bar Or is an Israeli fashion icon. Voted best-dressed woman of the decade by her native press, the Telavivian designer launched her brand in 2009 at the high-end Silencio night club in Paris. Very jet-set, her inspiration comes straight from her country but the brand flirts much more with the international fashion scene. Think local, act global ! Working on Middle-Eastern traditions, Dorit Bar Or released her third collection recently, displaying a modern interpretation of Yemeni clothing. In the Yemenite community, women mix clothes and jewels, every piece having its own signification relating to a social status or a specific event. Last season, the Arab Keffieh was staring. An inner dialogue between Fashion and Politics.
Ramat Aviv Mall
40, Einstein Sreet
STELLA & LORI SISTER LOVE
Quality, quality, quality ! Their raw materials are chosen with love and passion making each product unique and high-end.
The same way each person has its
own specialty, each item has its own features. The goal is to make them correlate, enhancing femininity through oversize designs, suggesting and magnifying. Vered and Zohar Blank named their brand Stella & Lori after their grand mothers and bring a loving and family touch in every piece they make. Ethnic look, prints and patterns, chic but edgy, classical with a twist, don't forget that fashion is all about expression.
Aivshitz Street, 10
MAYA NEGRI CASUAL CHIC
Shenkar College is definitely a good pick when you want to become a fashion designer in Tel Aviv. At least, this is the path Maya Negri chose and it seems quite successful! Since she launched her personal brand in 2004, five stores have opened nationwide as well as an online shopping platform. Her style : casual. Trainers, caps and sunglasses are the must have when you wear one of Maya Negri's items. Actually, we had forgotten to give you this tip: it is all about accessorizing but not too much! Coco Chanel once said: "before you leave the house, look in the mirror and remove at least one accessory". Simplicity, simplicity, simplicity...
Ahad Ha'am Sreet, 10
NORITAMY ARCHITECTURAL DESIGN
(Marie):"Last december, I randomly walked into Topshop on Oxford St, London. There, I bumped into
a very nice jewel stand and had literally no idea that I would be writing about it a few months later, having just met Noritamy."
Noritamy is the encounter between two worlds, jewelry and architecture; it is a shared experience between two friends : jeweler Tammar Edelman and architect Elinor Avni. It is a communication between two periods : modern shapes and classic materials. Sculptural design makes it each item live on its own and gives its owner a look in itself. Minimalistic is their keyword, did we tell you that less is more?
VAS & CRAFTS BOLD BUT ELEGANT
You have to dare. But it is so much worth it ! Vas&Craft is a shoe wear brand launched in 2012 displaying flat, mid and high heel shoes. Everything is handmade as craftsmanship is crucial to Rotem Gur, the designer, who graduated from Bezalel academy of art and design. Her goal: to combine traditional techniques with fantasy. The result : 2012 and 2014 Tel Aviv fashion week show, New-York fashion week...Not too bad !
ILANA EFRATI NATURAL ART
(Marie) :"Walking down Dizengoff street, I started looking into a gallery-looking shop with clothes floating around the space.
Interesting, but closed. I was just walking away when I saw somebody opening the door and getting in. "Why not", I thought.
Well inspired ! This is how I met Ilana Efrati."
If she is between two worlds, this half-Israeli half-Italian designer is also between two worlds: fashion and art. She refuses to convert her creations into fast fashion and her ideas for common pret-à-porter. Her works are unique art pieces, designed with care, especially suiting the customer. Indeed, she exhibited a video of her textile works at the Periscope gallery of Tel Aviv. The boundary is particularly blunt ! This time, Ilana introduced me to her work on nature. She uses top quality cotton, linen, wool or silk from Italy hand printed with the local products she finds in the garden of the house she has renovated in Umbria: plants, flowers, leaves, buds, etc. Once the pattern is designed, she scans it and reprints it on different fabrics in order to design her clothes.
Dizengoff St, 266