Week Tel Aviv celebrates fashion of young designers, with eyes overseas

"This is my second Fashion Week, so I learned a little more," offered the first model, which requires a contractor industry. "Because of the situation I had I entered the opportunity to young designers this year, those who can really make a change." Louis Vuitton Damier Ebene Canvas bags The "situation" Lev gets its break with the professional producer Motty Reif, partner and creative director was revived last year, the Fashion Week in Tel Aviv. According to Lev, the production company, the hoop support on budgetary matters withdrawn, and Reif went with them, he took with many established designers such as Gideon Oberson and Karen Kedem Sasson and Dorin Frankfurt, for his own Fashion Week. This event has been moved from late November until December 16 to 18, and is of the real estate group Gindi, the host also supports the new shopping complex, located in the building. "I'm not promoting any mall or apartments," said Lev offers a sideswipe at Reif Gindi supported by event. "We are the official Fashion Week in Tel Aviv, sponsored by the Government. We have a goal, a vision to promote the development of Israel, and now we have the ability to promote new designers." Win the attention of the fashion world has become passion Lev. He started for the recovery of Tel Aviv Fashion Week three years ago, the round of the departments and agencies in order to get the needed support from bureaucrats, the Israel Export Institute, Association of Israeli manufacturer and Israel Textile and Fashion Association - of which he is now the official - and the Ministry of Industry and Trade and the Tel Aviv municipality. What he tried to do in the long run, a program to promote the world of Israeli design, possibly to establish a center that will support 10 young designers at a time, with a committee of experts and the hearing-textile fashion industry to improve its work. "The design is only a part, you need quality, marketing need, you must have a brand, you must have visual merchandising," he explained. "The best example is Michal Negrin" - known to be relative to the Israeli jeweler for his flashy little rhinestone balls, often rejected by the local amount greater conception, but are loved by many consumers - "because you know what you can from it get. We tell the Israeli designer, just be yourself, do not try, Italian or French, bring your culture, your history, your manners in your vision and bring it, do not be afraid. " After being asked about his professional break for the event this year, with young designers instead established design quantity, feels he needs Lev has a better chance of creating the kind of change to bring the Israeli design in the world market. "Young designers are the ones who can really make a change and not established designers who have 30 stores here," he. Said: "Designers are important for the industry, these are the names, but they do not change and go abroad now." Israeli plans to export abroad, has always been something. Of a challenge for the local market Besides the Gottex Swimwear Gideon Oberson and as well as a handful of designers who sell through showrooms found American and European designers Israeli export market painful. This is an expensive undertaking that young designers can not easily afford and Israeli designs do not always translate well abroad. After the success of Fashion Week last year recovery Lev has big plans to change the speed to Israeli exports style. It has attracted 12 European buyers at the fair this year and said it. 80 writers and bloggers fashion on hand as well Shows bring the interests of buyers French and Italian designers Israel in 2014, he said Lev interest to increase slowly, mainly because "you can not bring buyers when it comes to buying anything they," he said with reference to local creators "generally small collections and holdings. For their part, buyers were interested in visiting that Israeli designers showed appreciation and impressed by this young talent, but not sure if it will stand the test of demanding markets in Europe. "We are testing the market," said Muriel Piaser, a fashion consultant in Paris, who brought two other French buyers with their performances. "I've always enjoyed that in emerging markets and it is a good potential." That is, he added smartly dressed Piaser Israeli design "too casual, too conceptual," not of sufficient quality. "You have to adapt parts of their collections in the European market," she said, referring in particular to the local love of colorful fabrics, as well as lower quality fabrics and workmanship. "In Europe, we like black." Quality sighed Lev is a constant problem. "I say to the designers," Working in a home studio, working on the quality of the collection, on the things that matter to work, "he said." You can always sell the studios, did not spend the money to rent a shop. Not with [the mass market labels] Zara, Forever21, Castro, unique Renuar you compete, you must be between the mass market and luxury brands. People will pay for individual creativity and high quality. " For the moment, Lev is willing to pay out of pocket in order to encourage creativity and individuality. If left Reif their partnership and fled to the donors Gindi Fashion Week show competition offered to pay the cost, designer, Lev felt he had to do the same, especially for its young designers financially less stable. "This is what you do in a war," he said, only half joking. Its cost Tel Aviv Fashion Week 1 million, he said, included the government funds and treasury shares, at a cost of about $ 25,000 per show, or $ 25,000 for 25 outfits. "I invested in what I do, what I do, I am for the next 10 years," he said. With plans to repeat the Tel Aviv Fashion Week in November and take young designers at trade shows in New York, London, Paris and Russia in the second half of the year, it would also facilitate a Swimsuit Issue in Eilat, Israel shows off a casual beach in the world of fashion. "I want them to look around and see how beautiful it is to forget everything, politics, and M16 and camels," he said. "I shed blood in order to make this event. It was Lev. Against the world. I will show everyone that it is the Fashion Week in Tel Aviv and I will encourage Israel and Israeli designer in the world"