Stitching the Night Away
The store at Rothschild 1 Tower brings nocturnal encounters with customers which reminds what happens to a woman when she finds the right garment. Some thoughts about connecting to the fabric, the body and design values in between
Ever since the new store opened, I find myself in unusual hours at Rothschild 1 Tower. The night progresses and around 2 am I’m still fixing the display window and the clothes hanging inside. This lateness and dwelling with the new space did not only lead to a new kind of acquaintance with the area in which we’ve settled, but also created a new connection, slightly out of the ordinary, for me and my customers. At the edge of the night, so it seems, a great connection is created between our clientele and the amazing experience the store offers.
That moment, in which I find myself with a customer at 1 am, when she’s trying on clothes and connects to the message I’m trying to convey, is a small moment in time; which allows me to accentuated the challenges I am facing as a designer and an artist.
As a designer, the easiest thing for me is to create an avant-garde collection for a specific narrow target market. For me, the avant-garde lines in my collections are a source of inspiration which leads to creating the looks of the overall collection. The grand-scale collection, which is all about fashion, is much more of a challenge. I always think about the customer who will wear the garments and try to realize what I, as a designer, contribute to her experience in the world and the presence she sets forth.
These late night encounters allow me to shed new light on this connection. After the shoppers choose what they want at night, consult with me and experience the clothes, I organize a package for them to be picked up at morning. The atmosphere at nights is more loosened – the music is playing louder, formality is set aside. Hence, we decided to officially open in late hours – we will update soon. 
So, for example, in last Thursday, an amazing mentor in her late 30s wandered in; which allowed me to remember what happened to a woman when she clicks with a garment. The genuine connection she felt with the clothes she tried on made her loose her defenses and become the woman my design allow her to be. This experience transcends the limitations of the clothes. After all, she is the one who will take it and continue on to live with it; and that, for me, is a meaningful distinction.
When purchasing fabrics, it’s easy to coma across beautiful patterns that might not be comfortable on the body. When a woman wakes up and searches for her daily skin, will she feel comfortable?
My design allows everyone who wears the clothes to participate in an experience I invite her to, while strengthen and empowering her. That’s my motivation as a designer. After all, when a woman wears a garment she loves, she affects her surrounding immediately – and that means a lot.