Prepare your wallets:
the traditional "Dress Code" fashion fair, which defines itself as an "elite fashion fair", is expected to take place on the second weekend of November in Tel Aviv.
Discounts of up to 40% off the Fall-Winter 2022 collection, and up to 70% off previous seasons will be offered at the fair.
30 Israeli fashion designers will participate in this year's fair, and we sat down to talk with three of them - Nadav Rosenberg, Mirit Rodrigue and Mayan Paz, to hear about the fair, the dream to design and the path they took until they were recognized.
Tell us a little about yourself and the brand
Nadav Rosenberg, a 37-year-old fashion designer from Tel Aviv, a Shankar graduate and the owner of the "Northern Star" brand.
Designer Nadav Rodriguez, photo: Asaf Eini
"I've always had a dream of starting my own local brand. My studies at Shanker shaped me, and helped me develop my unique approach to textiles. After my studies, I did an internship in London with the designer David Koma, and when I returned to Israel I worked for local designers to gain experience," he says.
"Northern Star celebrated ten years of activity this year, and its uniqueness is expressed in the original textiles we create, combining innovative techniques such as laser cutting, and more traditional techniques such as embroidery and hand weaving. I create all the illustrations myself," he adds.
The brand's studio is in the flea market, the flagship store is located in the Basel complex in the old north of Tel Aviv, and there is also an online store.
Mirit Rodrig, a 49-year-old fashion designer from Kiryat Bialik. Graduated from Shankar and owns a brand that bears her name.
Designer Mirit Rodrig, photo: Guy Gilad
After graduating with honors in the design major, Rodrigue did an internship at Delta London at Mark & Spencer, and at Narciso Rodríguez in Paris.
"Already in 2005, when I founded the design studio for the Mark Anns Spencer department in Israel, I used embroidery, in a collection that was a commercial success. In 2005, I founded closet, which was known for its unique handicrafts, and in 2012 I started working with "Razili". The collections were very successful, And in 2019, an offer came to present my embroidery project at Paris Fashion Week. In May 2020, after the first lockdown, when nothing was clear - I opened my first store in Tel Aviv. Last February, I opened another store in Herzliya, and they operate alongside an online store.
Maayan Paz, a Shenkar graduate and owner of a brand bearing her name - "Maayan Paz Studio"
"After studying at Shankar, I worked as a hired fashion designer for a well-known brand. After a year, I started designing and producing mini-collections, which went on sale. They worked great and were in demand, and I found myself going in to produce and design more models without planning in advance," she says.
"I didn't have branding or a business plan, and that's how the brand started. After a short period, I made a stop, built a plan, rebranded and a work plan and opened a studio in Jaffa. Since then the studio moved to Vitkin, and next to it we have a beautiful store. Five years ago we opened the flagship store in Basel ours, and the online store serves as another branch for us."
We asked the designers for tips on dealing with the cheap fashion items from China and the commercial chains
Rosenberg: "In today's age, when everything is fast and ready immediately, every designer must develop a unique design angle and continue to develop it all the time, in order to remain relevant. It takes a lot of mental fortitude, and a creative thought that I haven't dealt with yet. In the winter collection, for example, I designed tailored suits, and the result came out refreshing Another thing that is important is the personal relationship with the customers - this is an added value that the commercial chains do not offer, and some of the customers have already literally become companies that have accompanied me for years," he shares.
Nadav Rosenberg's collection, photo: Assaf Eini
Nadav Rosenberg's collection, photo: Assaf Eini
Rodrigue: "I recommend that young designers specialize in the industry before opening their own brand, in order to study the market and form a unique personal style. As a response to the instant culture and mass production in China, I went to the other extreme - and exacted my truth and my handwriting, which will not be similar to anyone else Other. I developed a design language of embroidery and handicrafts with a story behind them, and this makes the product accessible to customers in a perfect and unique way," she says.
Paz: "The first and most important tip, which I learn about myself and emphasize to myself from collection to collection, is to listen to yourself, to be precise, to refine, to distinguish. In addition, it is very important to pay attention to quality and not try to reduce costs at the expense of sewing or fabric quality. Customers understand and appreciate good quality. In addition, it is also important to make sure to nurture the online website, which makes the products accessible to the public."
The collection of Ma'ayan Paz, photo: Asaf Eini
Who are the celebs who buy from you regularly?
Rosenberg: "There are several celebrities who regularly buy from the brand, and I am proud of the fact that they are different from each other in every way. Galit Gutman has been wearing my clothes for years, and in Corona she posed for pictures with items by Israeli designers that were eventually offered for sale and donated to the Women's Court Association. It was very exciting and the meeting With her it was significant. There are also celebs like Tom Yaer, Noa Rozin, and Gilat Bennett also wore my dresses to several events. Ninet Tyeb wore some of our iconic items, after seeing the clothes in the shop window and entering the store," he says.
Rodrigue: "For me, too, the most prominent connection is with Galit Gutman, and she has been wearing my clothes regularly for two years, with precise choices. I appreciate her decision to wear and support Israeli design. From this connection, we photographed her daughter Shira Gutman-Korn last season, and the jewelry she A designer who is sold in stores. She radiates quiet power and strength, and her creations are integrated into our collection with tremendous success."
Mirit Rodrigue's collection, photo: Ido Lavi
Mirit Rodrigue's collection, photo: Asaf Eini
Paz: "For me, there is no difference between a famous client and another client, and I don't attribute any meaning to it. I love my clients very much, and value their opinion. The meetings with them every day are very significant for me," she says.
Temporary items worth investing in?
Rosenberg: "For me, overalls are temporary items that close the corner. Through different styling and accessories, they can be suitable for both everyday and evening outings."
Rodrigue: "From getting to know the customers, I believe in good pants. Ones that are both comfortable and help you look your best. It's hard to find good pants, but in the end they will complete the whole look."
Mirit Rodrigue's collection, photo: Ido Lavi
Paz: "My recommendation is a high-quality tailored jacket that fits perfectly. It can lift any outfit, and you can combine it with casual clothes such as pants and a t-shirt, or over an evening dress, for a sparkling look."
The collection of Ma'ayan Paz, photo: Asaf Eini
The collection of Ma'ayan Paz, photo: Asaf Eini
What is your business dream?
Rosenberg: "My dream from a business point of view is to expand online beyond Israel's borders, and establish dedicated e-commerce stores abroad.
I believe that today it will be feasible very soon."
Nadav Rosenberg's collection, photo: Assaf Eini
Rodrigue: "My dream is to generate excitement from simple things, from something as simple as that is beautiful. To create temporary clothes at accessible prices, and a customer base that is growing and sees my brand as a home."
Paz: "To sustain myself with dignity, calmness, ease, and to focus more on doing, designing, and the ideas I have that don't come to fruition, and less on the crises that, unfortunately, befall our industry too often."
Hadras Kod Fair,
November 10-12, Dubnov 8 Tel Aviv, entrance fee: NIS 15
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