change direction? The Israeli luxury brand producing breathtaking fashion Israel today

Fast forward to 2023:

we are already used to seeing beautiful women starring in campaigns for well-known brands.

Thin girls, sometimes skinny, who sell a certain ideal of beauty, in a way that ignores plus size women.

In recent years, there has been an improvement trend in the matter, as well as the Photoshop law that brought the issue up for discussion, but there are still few fashion productions in which full women star.

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The luxury brand Factory 54 decided to try to change the situation, and filmed a spectacular production with the model Shay Zenko, who is identified with plus size measurements.

She modeled the hot models of the desirable super brands, BURBERRY, ISABEL MARANT VALENTINO, BALENCIAGA, and more.

Shai jumped to Factory 54, photo: Simon Elmelam

The 22-year-old Zenko burst into the limelight about three years ago, and already at the beginning of her career she achieved a coveted achievement when she starred in the American Vogue magazine.

The same iconic magazine gave her a platform once again last January, in an article in which she was defined as the Israeli model who is changing the face of the fashion industry.

Her impressive resume includes shoots for Asus, Farfetch, Victoria's Secret and Marks & Spencer.

In addition, she was personally chosen by Beyoncé to model the Ivy Park collection - the star's rumored collaboration with Adidas.

Shay maintains a lively Instagram account with almost 200 thousand followers.

Her feed shows a perfect mix between business and pleasure, as she travels around the world.

She recently returned to Israel after a two-year stay in London, and soon she plans to move to New York.

In 2023, she is expected to star in an outdoor campaign for a lingerie brand that will be displayed on the streets of Manhattan, and in a beauty campaign that will be displayed in airports around the world.

Shay Zenko in Burberry's iconic trench coat and Balenciaga monogram bag, photo: Simon Elmelem

Shai Zenko models Burberry for Factory 54, photo: Simon Elmelam

In a conversation with Israel Hayom, Zenko told us about her career: "The first modeling job I did was for the swimwear brand Sherris by Maayan Sherris, an Israeli designer who lives in New York. When we arrived at the location there were strong winds and there was no way to continue filming, after half an hour we stopped them And we were told that we would do them again on another day, but the photographer from the Toledano spring had to return to New York and there was no new date. Two months later I received a link to Vogue USA magazine, and then Vogue uploaded a photo of me alone to their Instagram, and that's where it all started."

Shay Zenko in a floral dress by Isabel Mara, photo: Simon Elmelem

She shares about the state of the industry in Israel: "I returned here from London after three and a half years, and I think the main difference between the industry there and here is the size and the supply. The difference is felt mainly in the variety of brands and the supply of sizes that have not yet arrived in Israel. I think that the representation of the existing variety is an important thing , but what is even more important in my opinion, is that the products that are presented will really suit the customers, and will not appear just for the sake of marking a V on the subject."

she adds.

And where do you dream of moving forward in your career?

"I want to reach the highest possible places in the world of modeling, and bring about a real change in the industry in Israel and in the world. I see my work as a mission for everything, and it is important to me to represent the change of the new generation that does not feel the need to apologize for who it is. The campaign that will probably give me a sense of success , is for my favorite brand - Tommy Hilfiger", she concludes.

Shay Zenko in a pink dress by Victoria Beckham, photo: Simon Elmelem

The fashion production was photographed inspired by the style, atmosphere and colors of rural Italy in the nineties.

Zenko surrendered to creative director Simon Elmelem's camera lens, displaying exuberant femininity, breathtaking beauty, self-confidence and infinite charisma.

Shay wore models seen on the runways and in the campaigns of the most desirable brands in the world of fashion, such as a fuchsia maxi dress from the British designer Victoria Beckham, a floral mini dress from the Parisian designer Isabel Marais, a plaid dress from Burberry and a black cut-out dress from Dolce Gabbana.

Shay Zanko in a cut-out dress by Dolce Gabbana, photo: Simon Elmelem

Erupting femininity.

Shai jumped to Factory 54, photo: Simon Elmelem

Alongside those models, Zenko modeled classic and timeless key items from the women's wardrobe - a white button-down shirt by Valentino, the iconic trench coat by Burberry, and bodysuits and jeans by Good American.

In the bag segment, Balenciaga's hourglass model with a brown monogram look stood out, Fendi's shoulder bag with a pepita print and a huge golden logo, Saint Laurent's sought-after black quilt bag, and Bottega Veneta's iconic cassette model in the braided denim version.

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