How do you know spring is coming? Or: the new collection is already here

I have been cutting, sketching and sewing vigorously for several months now.

There are ideas for new items that have been sitting in my head for over a year.

Some were created suddenly, in the middle of the process of making.

And there are ideas that I came up with only after listening to the customer.

A white shirt with a special cut on the shoulder, available here

My best ideas are born only after I listen...that's why. At the end of the day - I design clothes and they have to be functional and comfortable, but also withstand all our movements, and be easy to wear, and wash well, and of course - last but not least - flatter us.

Many do not know this, but in the planning process of the collection there are items that I prepare more than ten times (!) until they are perfect and ready for me. A bit challenging and arduous work, but there is no more satisfying feeling than the one that comes when the model reaches perfection and I know that after all the attempts, here it is finally ready.

Cutting fabric in the studio

So how does the process work, you must be asking? Here are some details about the process itself:
First of all I draw. I collect all kinds of my ideas on many pages and draw - complete items, special details or even an idea for an innovative closure of a garment. After that, I spread all the pages next to each other on a big big table, and cut out of the pages the most successful items in my opinion. Takes out everything that didn't pass the initial screening and looks again. what is missing? Is it a certain silhouette? Maybe there are too many dresses? Maybe I exaggerated the amount of exposed items? I go through everything and write to myself on the side what is too much and what is missing. Then you move on to a second round of sketches.

Finally, I scan the best sketches into the computer and prepare technical illustrations on the computer. At this stage I choose the colors that look the best to me, and go looking for fabrics. Trying to match shades and be accurate (and sometimes - or rather usually - reality itself clarifies my initial choice). After that I start with the "black work", which many designers prefer to avoid but in my opinion it is actually the most challenging part for the designer: the cuts. I plan for myself a detailed schedule of several weeks and in March take out cut after cut, sew an initial model, measure, correct the cut, and transfer to the computer and come back again, God forbid.

Searching for fabrics and choosing the colors of the collection: "Reality itself clarifies my initial choice"

At this stage, a back and forth zigzag for laser cutting begins: fabric enters the laser and comes back cut > I sew and measure > correct the cut > and again send new fabric to be cut. There are items that I do as mentioned dozens of times until they are accurate and ready for me. I measure all the items myself during the preparation process, and from collection to collection I learn what is more comfortable for you, what you feel more comfortable with, and how you like to see yourself the most.

The preparation process of the items includes several rounds of sewing, measuring, ironing and re-cutting

After that I also call friends and family to try and measure and hear what is pleasant and what is not, what should be fixed and what is successful in their opinion. I write all the notes to myself and send for another round of corrections. At the end of the process, all the ready models hang in my studio on the hangers and get ready to go on the photo shoot day (which is the most exciting stage in this whole process).

A look at my home studio: I sew all the items myself

The day of the photoshoot for the current collection featured four amazing and talented women with whom it was simply a pleasure to spend the day: Aya Wind (photography), Daniela Chetzik (model), Yara Malka (makeup) and Natasha Kaichuk (hair).

The photo shoot day of the new collection: the talented Yaara makes up the beautiful Daniela

You see the result every week, when a new item is uploaded to the website... and now all that remains is to upload item after item to the website and let you enjoy.

The shooting day of the new collection: Aya the talented photographer in action

I made this collection with all my heart, and as they say: what comes from the heart enters the heart....
Hope you like it my dear customers. And for those who can't wait - you are welcome to arrange a measurement appointment at my studio in Tel Aviv Givataim border and come to measure. The coffee and cookies are welcome :-)

my packaging "What comes out of the heart goes into the heart..."