As sweet as can beby Roza Sinaysky | 11.03.15
What I love about my job is that I’m constantly surprised by creative people who are full of drive and passion for what they do, like this morning for example when I met Liat Raziel who has just launched her new brand “Liah”. Liat is so excited about her debut collection she told me all about it in her bright sunny studio in Jaffa over strawberries and chocolate cookies (of course).
RS: Tell me how you started the brand, what was your background in fashion?
LR: Ever since I can remember I was drawn to clothes and design. Me first clients were my Barbie dolls : ) but then I took it seriously and graduated “shenkar” college of engineering and design in 2010 and shortly after I started working for an Israeli fashion label. First as an assistant and later on as the studio manager.
RS: This is your first season, is it all going according to your plan, is starting your own brand meet your expectations?
LR: Its a cliche, but I’m really living my dream. I am completely involved in every aspect of the collection, from the drawing board, through choosing fabrics and details, cutting and sewing samples, and up to personal encounters with my customers, and I love every minute of it!
RS: What was your state of mind when you designed your collection?
LR: I don’t like to force things, I let the muse come to me and I play with it in my mind. My inspirations come from everyday experiences flowers I see, architectural features like spiral staircases, and interesting elements on the street. I like basic shapes, composing and decomposing of triangles, squares etc. sharp and powerful figures combined with a touch of informal romance. The state of mind I was in when i created this collection was a vacation in the Hemptons. I dreamed of women playing tennis in a cute outfits, drinking cocktails from a tall glass and walking in beautiful flower gardens.
RS: What are your future plans and hopes for your brand?
LR: My hopes and dreams are to be able to keep doing and making a living from what I love to do. keep seeing my passion becomes a fun and an exciting reality, and of course share it with others.
RS: What’s the philosophy of Liah?
LR: My first thought was to fulfill my desires as a client and a woman – the way I want an outfit to make me feel. I think fashion should be a way of expression and should make a women feel her best. The collection implement to perception of no distinction between day wear and night wear. Every look can be altered by different sets of accessories to meet your mood and needs. It is important to me that the person who wear my designs will fill well dressed for every occasion without being eccentric.
RS: Is Tel Aviv inspiring your designs?
LR: I traveled with my family around the world and that has enriched my visual taste and mold my vision of the world. I live and create fashion in Tel aviv (Jaffa) but I grew up and spent most of my life in Even Yehuda, a small town in the countryside, so as much as I love and enjoy the fast paste of the city I’m a “country mouse” at heart. That’s one of the things I love the most in fashion, it allows me to travel in my mind to every where i want.