Tali Arbel

15/11/2021

Monday, 15 November, 2021, 08:00 Updated: 08:10

The first Adar Stores store has opened - here's what awaits you

Just before we stormed over the crazy collections of Other Stories & that landed in Israel, we sat down for an interview sponsored by the screens with Marie Nilsson, the concept designer at headquarters in Stockholm.

The warm cuts, the right colors and combinations that will suit the Israeli climate - here's the good news

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The festive launch - Einat Erlich in an excellent dress that is already waiting in the store (Photo: Shuka Cohen)

Last week we announced that the international brand Other Stories & is finally coming to Israel. The first store will open today (Monday) in the Azrieli Mall in Tel Aviv, and the second in the Azrieli Mall in Jerusalem this week on November 18. In the designer stores you will find a variety of collections for fall-winter 2021 that come directly from the brand's ateliers in Stockholm, Paris and Los Angeles, along with care products from the Bath & body category and we had a crowded conversation with the chief concept designer at Stockholm's headquarters, Marie Nilsson.

"We are also very excited about arriving in Israel. The fall-winter 2021 collection this season is characterized by narrower cuts and closer to the body than before. "And we have a design atelier in three different cities around the world. Each atelier will take it to a slightly different place given the culture, trends and customers. Expect diversity."

Marie Nilsson, designer from the Atelier in Stockholm (Photo: PR & Adar Stories)

What key items can you mark for us in terms of colors, fabrics and cuts?

"In terms of color, neutral shades are always very important to us and this time we also see rich shades of brown and tones of beige. Black, white and cream of course can always be found with us, "In sharp green, which will grow and intensify towards spring. The prominent fabrics will be the amazing wool we get from Italy and will appear mainly in suits, jackets and coats, lots of organic cotton, silk and other interesting types of fiber."

"If I have to point to a perfect combination of items for winter, one that suits the more comfortable Israeli climate, it will be a soft hairy knit in a bright color combined with a satin skirt. The mix and contrast of the fabrics and textures work well together. "Dresses that are part of the brand's DNA and come in a variety of cuts and fabrics, and the waistline that has been high for a very long time is slowly starting to go down, so you should start experimenting with it."

Rich shades of brown - a floral dress for NIS 620, a jumpsuit for NIS 700, a knit tunic for NIS 395, matching pants for NIS 355, a gourmet necklace for NIS 180 (Photo: illustration)

What trends that are unique to Stockholm will we encounter in stores?

"In Stockholm the emphasis is mainly on functionality and comfort, shapes and cuts, and on the small details that make all the difference. There we look mainly at iconic classics like a trench coat, wool coat and jeans. In addition we make many combinations between something soft and something more technical or Sporty, for example a nylon jacket over a soft knit that is a typical street look for the city. "

Total Look Discusses also happening at Adar Stories (Photo: PR Abroad)

How can we adapt winter items that will suit the Israeli audience and our winter, which is very different from the temperatures in Europe?

"Because we work with many markets and a climate that varies from country to country it is something we definitely think about, and this can be expressed for example in the decision on the amount of winter coats to be sent to certain countries. But in the end it all depends And high boots or with a thin silk skirt.This is also the essence of End Map Stories, the designs are made in three different cities and what we like most is to see how customers mix & match between all the items and express their unique style.It is always surprising and inspiring, Our designers, too. "

Blueberry, black and cream - golf for NIS 255, nylon jacket for NIS 955, knit dress for NIS 455 and knit for NIS 495 (Photo: illustration)

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Mix & Match.

Jenny Chervani at launch with mini dress and sleeves 7/8 in black and white (Photo: Shin Cohen)

One of the important agendas of the brand today is the sustainability agenda with the beauty product packaging recycling project.

"From the design process we strive to choose fabrics and materials of sustainable quality or those that can be recycled, in addition our goal is to produce items that will hold for the long term."

Notes Nelson.

"In terms of packaging the care products, you can come with the packaging to the store and we will send them for recycling. In order to encourage our customers to take part in it, we give them a 10% discount on the next purchase, and it works. A brand that is, to the stores and we do one of the following three things: the first is re-wear - when the garment is in good enough condition to be sold as a second-hand item elsewhere.The second is re-use - for example when the fabric can be used to make other items. Which can be disassembled and recycled to a state of raw material. "

The Beauty Packaging Recycling Project (Photo: PR)

What are your expectations of the Israeli customer?

"We had a high demand to reach the Israeli market. It seems that the Israeli approach to fashion is quite expressive and women enjoy having a unique style, and we at Adar Stories can allow you to do just that, so in terms of these two parameters it seems a very good match. We also hope you The Israeli women will share with us how you wear the clothes. "

Adaptation to the Israeli temperament - Jordan Harel models the items from the atelier in Stockholm (Photo: PR abroad)

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