Alef Alefby Roza Sinaysky | 07.07.14
Although it was several weeks ago that I’ve seen this collection I still thought this is would be a nice piece of information for you to appreciate. Ayelet Hermel and Efrat Levin the two ladies behind Alef Alef showed me around their new store and took a few minutes to explain how it all started 15 years ago, here is the full story of this lively Tel Avivian brand that all the girls here can’t get enough of.
RS: How was Alef Alef born? Tell me about how this brand started.
AA: It all started fifteen years ago in Ayelet’s living room, we were playing around with fabrics trying to citrate a suit and without noticing it became a huge hit and we sold it to all our friends, at this point we understood we work well together, it took us time to form it into a brand but we did it!
RS: What is the philosophy behind Alef Alef?
AA: Our philosophy is all about designing clothes for real girls who like comfort, the story is changing every season but there is a clear and clean line in all our designs. We like to use fabrics that are soft and pleasant to wear and our pallet is mainly black, white or grey we add colous according to the season, it’s important that our customers feel the fluidity of the fabric we want her to feel feminine yet comfortable so she can wear the same piece over and over again.
RS: You just opened a new shop your second one, tell me about the concept and the location.
AA: Yes, our new store is located between Neve Tzedek and Jaffa, which is a wonderful and charming location, there is a unique atmosphere here and as we are close to the sea. The store is a restored building (house more likely) and we designed the space according to the spirit of the brand, we wanted it to look modern and minimalistic but also cosy, so you can make your self at home from the minute you step in the store.
RS: How do you divide the work between both of you?
AA: The division between our work came along naturally through the years, it changes every now and then depending on the brand’s needs. What is important is that we design and make the important decisions together, and that what makes our brand work well.
RS: Tell me about your current collection, what is it all about?
AA: Our current collection is based on the emotions we wanted our customers to feel, there was glam, there was magic and a star we used a lot of geometric shapes in our designs and we connected everything through the clothes, we also tried out patterns and we usually don’t use bright colour or prints, so there are a lot of new elements for us in this collection.
RS: What can we expect from you girls in the near future?
AA: We are hoping to make it outside Israel and spread our Tel Avivian style around the globe!
RS: Tell me a little bit about this look book.
AA: This catalogue is all about contrasts, between the backgrounds and the clothing, between the colours and vibrant accessories and monochromatic clothes, we worked with model Anya Martirosv who we thought has a great sense of style and the photographers brought their own vision to it, we think it reflects our brand and the Tel Avivian summer pretty well.
Visit the new store the Tachana district or the store on Ashtori Ha Pirchi Street 9 near Bazal St, or for more details check out the website.
Credits: Photography: Yariv Fein and Guy Kushi
Model: Anya Martirosov for MC2
Hair and make up: Nirit Hirshman