Israeli fashion returns to the limelight after Covid


Kornit Fashion Week Tel Aviv 2022. Photo by Talou L’Oren

The first remarkable thing about Kornit Fashion Week Tel Aviv 2022 is that it took place live and in person, at Hangar 11 in the Port of Tel Aviv, as opposed to the pandemic-limited pre-recorded event. ‘last year.

The second remarkable thing is that it opened on the night of April 3 with an exhibition of 30 styles by Emirati designer Mona El Mansouri in honor of Israel’s year and a half of normalized relations with the Emirates. United Arabs.

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A model in the Mona El Mansouri fashion show at Kornit Fashion Week Tel Aviv 2022. Photo by Talou L’Oren

And the third thing was its focus on the convergence of design, technology and sustainability.

The four-day show was sponsored by Rosh Ha’Ayin-based multinational Kornit Digital and showcased the power of on-demand production.

All designer collections have been digitally printed with a range of materials – faux leather, faux fur, metallics, spandex, organza, chiffons, silks, nylon, lurex fabrics, natural fabrics, synthetics, rhinestones and sequins – created in weeks, unlike typical fashion and textile production processes that take longer than six months.

Models at the Dror Kontento fashion show, Kornit Fashion Week Tel Aviv 2022. Photo by Talou L’Oren

Kornit’s digital printing systems and workflow software are expected to enable the production of 2.5 billion apparel items by 2026 while saving 4.3 trillion liters of water and 17.2 billion kilograms of greenhouse gas emissions, reducing overproduction by 1.1 billion garments.

Mobile thrift store

The Municipality of Tel Aviv-Yafo highlighted the aspect of sustainable development by exhibiting “Autobeged”, an electric vehicle converted into a second-hand mobile shop that will travel around the city to collect used clothes and resell them at very competitive prices for the benefit of People with Disabilities.

Autobeged is a project of Second Love, a second-hand clothing store operated by people with disabilities under the municipal corporation Matash.

Autobeged is a mobile flea market for the benefit of people with disabilities. Photo courtesy of Tel Aviv-Yafo Municipality

Tradition reigned in one critical area: the event was produced by Israeli fashion icon and entrepreneur Motty Reif, who resurrected and modernized the concept of Tel Aviv Fashion Week from the 1980s in 2011.

He pointed out that the runway was shared by a diverse and inclusive array of designers, models and clothes.

Designer Shon Balaish with a model at Kornit Fashion Week Tel Aviv 2022. Photo by Talou L’Oren

“Over the past two seasons, Fashion Week has worked hard to get the message across that fashion belongs to everyone, that you should feel good about yourself, no matter your size, body shape or body type. age,” Reif said.

This year, the focus on sustainability was not just about the production process. It was also a matter of looks. Many items featured a fruit and vegetable theme in a nod to the importance of supporting local agriculture.

A model by designer Shai Shalom decked out in a corn-themed outfit. Photo by Talou L’Oren

Reif noted that the presence of journalists and fashion critics from countries like the US, UK, France and Bahrain underlines the growing availability of Israeli fashion designs online.

Some of the designers featured at the event were established brands such as Maskit, Alon Livne, Shahar Avnet, Ronit Raphael, Tovale, Bananhot, Shenkar, Sigal Dekel and Teva Naot, but young and lesser-known names were also prominent.

Models from designer Sigal Dekel’s runway show at Kornit Fashion Week Tel Aviv 2022. Photo courtesy of Kornit Digital

The list included Dror Kontento, Shai Shalom, Idan Laros, Efrat Kalig, Nadav Rosenberg’s Northern Star, Sabina Musayev, Seven Seventy, Aharon Genish, House of Jaffa, Here There, Jennifer Kim, Rotem Shaul, Yanky and Nataf, Kesh Limited, David Weksler, Shir Goldstein, Shon Balaish and Chana Marelus.

Ronen Samuel, CEO of Kornit Digital. Photo by Edward Shtren

Ronen Samuel, CEO of Kornit Digital, said the fashion and textile industry “is at a critical inflection point as the worlds of design, technology and fashion converge”.

Kornit Digital, founded in 2002 and with 882 employees worldwide serving customers ranging from Amazon to mom-and-pop t-shirt shops, unveiled upcoming green solutions during Fashion Week.

These include direct-to-garment mass production technology as well as a first high-volume digital decoration solution for polyester and polyester-blend garments set to transform the multi-billion dollar sportswear markets. professional and leisure and team wear.

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