Hoodies collaborated with visual artist and designer Eden Yilma, and together they created a limited edition T-shirt collection inspired by her homeland - Ethiopia.
Yilma, 26, from Modi'in, is a visual communication student at Shenkar, a graphic designer and illustrator at the Shenkar studio.
The shirts in a t-shirt and white color show Yilma's art at their center, we see in the paintings women in different colors and landscapes not from here, the colors and the style of the painting represent the works with which the artist is identified.
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It's no secret that there are not many collaborations between commercial fashion companies and artists, and the representation of the Ethiopian community is also lacking in the Israeli fashion world.
Although there are many dark-skinned models and opinion leaders like Titi Einho, Tahonia Rubel, Tikva Gideon and others, we hardly see Ethiopian presenters who are ambassadors of leading brands in the country, not even as part of a team.
"My main occupation is black culture," says Yilma.
"I feel there is a lack of representation of art and black culture here in the country, so I started doing it. Hoodies contacted me on Instagram and said they were looking to produce a collaboration with an artist. I was scared but of course I flew for the opportunity because I love challenges. A different kind of shirt. "
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Regarding the fact that dark-skinned models are hardly seen as campaign leaders, Yilma says that "everyone is very used to a certain look, which is familiar and comfortable, but we are in 2022 and it's time to move on. There is room for everyone on screen, even black women! their".
"Just as I think there is room for dark-skinned models, I think dark-skinned creators should also get more space because there are so many talented designers and creators," Yilma states.
"You can create more opportunities and create more collaborations. I notice how few Ethiopian students there are around me, and I would like to have more, it's important."
The price of the shirts: NIS 79.90, sizes: XS-L.
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