The friend, who shall remain nameless, was walking down Ibn Gvirol around the Kikar Rabin (Rabin Square) area in Tel Aviv when she noticed a huge H&M billboard. In the sign, a woman is popping out of her turtleneck. Underneath, the Hebrew words, “Sof sof, we’re here.” Slowly, slowly, the international budget-phenom brand H&M makes its way to Israel and its fashion capital, Tel Aviv.

The billboard directly opposite it in the same area is one by Castro, one of Israel’s most popular clothing retail chains. One that hasn’t yet made a dent on the international scene…and perhaps it never will. The sign shows a woman lying in a field of flowers. You can’t see her face clearly. But underneath, the Hebrew letters read “We are the people of the city.”

Looks like Castro is quite nervous about the incoming of H&M. Looks like they are truly afraid of getting pushed out as Israel’s most popular retail brand. More so, it sounds like they are angry over the “Americanization” of Israel and want to hone in on the fact that they are truly “Israeli.”

With the inception of stores like Gap, FCUK, and H&M making their mark on this tiny Middle Eastern country and the fact that Israelis know the English language quite well, watch American and English-speaking TV and movies, often hope to leave the country, and overall, yearn to dress and act like Americans, perhaps stores like Castro are afraid that these Israelis are losing their identity. The essence that truly makes Israelis what they are today.

The culture I love and the reason I moved to this country.

Should we be afraid?

Castro, as you may know, is arguably the most popular Israeli ready-to-wear brand for young men and women who want a clean, elegant look that is nevertheless trendy in that season.

In the spirit of a true fashion show, the exhibition was delayed and models walked the runway more than an hour later.

The collection was highlighted by a British electro group with great beats called Crazy P (lead singer wore large pearls, sharp shouldered jacket, statement tights and a lace bow in her head; she was OBVIOUSLY decked out by Castro) and Castro’s two top models Gal Gadot and Yonatan Wegman (the ones that appear in all the avant-garde Israeli commercials for the brand.)

Famous Israeli model Gal Gadot (you’ve probably seen her in Fast & the Furious 4) stole the show. With a sassy runway walk and a sparkle in her eye, you could tell that she was born to model. Yonatan Wegman kept his beautiful, piercing stare but had a hard time keeping up with Gal.

Castro seemed to go for that light-skinned, fair-haired Eastern European look as most of the models that followed (with a few exceptions) looked nothing like Gal Gadot and Yonatan, who appeared the stereotype most men and women think of when they imagine beautiful Israeli locals.

The collection featured Castro’s take on spring trends including denim on denim, dark florals for girls, plaid (both mismatched and color coordinated) for boys, as well as casual, but trendy looks for both like gray hoodies and a dip-dyed piece or two. The show ended with the more glamorous pieces for a night-on-the town. Finely cut blazers and light sweaters with their jeans and sandals. International trends like leopard print, sequins, and belly shirts (for both men and women!) came through during this series.

Until the very end when female models sported an interesting shaped peep toe sandal, I didn’t like the shoes worn in this collection. The first included lace up tan shoes for boys and gladiator sandals for girls in an ugly beige color. I did like the dominatrix-inspired black garter stirrups around the knee with black ankle socks and round toe pumps paired with the dark florals. Unfortunately, though, this was followed by a weird take on a shoe fashion faux-pas that most people don’t find particularly flattering—sandals with socks! (Oh Crikey! – Ashley) These final touches added to the prepster-meets-nerd boy look accentuated on some of the men.

Nevertheless, all looks were stylish, Eurochic, and definitely in Castro’s good taste.

Head to Castro’s official site to catch the show in its entirety.

A huge billboard prominently displayed on Ibn Gvirol (central street in Tel Aviv) announces the arrival of Gap to the Azrieli Center at the end of February!

While I’m not as huge a fan of Gap as I am of H&M, the Israelis can’t possibly be getting any more American! Gap, known for its grungy, but stylish flannel shirts for men, khaki pants and soft knit cardigan for women is the epitome of rugged American fashion.

The corporation that owns Gap announced a franchise agreement with Israel’s Elbit Trade & Retail Ltd just last year. Looks like Banana Republic won’t be far behind…

And the American fashion keeps on coming…

My friend twisted my arm to make sure I was watching with bated breath, as she was. We watched in awe as he rode by, pedaling his shiny new bike, dreadlocks flying. I remember feeling ecstatic as I realized who it was. Israeli singer Idan Raichel was traveling down Ben Gurion St., signature head covering and all.

My friend and I gawked at him. But no one else did. Nobody cared.

He wasn’t the first of dozens of Israeli celebrities I’ve seen in the span of a year and he certainly won’t be the last. This isn’t America and even in NY or LA where star sightings are frequent, I don’t think most people have met or run into quite as many celebs on an occurring basis in such a short period of time.

I saw Eastern singer Sarit Hadad in concert in a small club about 20 minutes from home. On holidays and parties for the city’s 100th anniversary last year, when Tel Avivians gathered in the center of town, I saw musical performances (for free) by the likes of popular Israeli entertainers like Monica Sex,  Barry Sakharof, Dana International, Balkan Beat Box, Miri Mesika, Keren Peles, and Tzvika Pik practically in my own backyard. (They played in the giant Rabin Square, which was 5 minutes from my apartment at the time.)

Oh, you think it stops there? Shlomi Saranga walked into the American Apparel near Dizengoff Center where I was shopping. Shalom Chanoch, one of the most famous Israeli singers today, idly sipped coffee, not 2 meters away from me in the same café.

Not 5 minutes later, I was walking behind a popular older actor from the well-known Israeli soap opera Our Song (HaShir Shelanu) as he sashayed in a well cut blazer down King George St.

Celebrities are just not a big to-do here. There’s no Paris Hilton pursing her lips for the cameras. No packed bus loads of screaming teenagers like there was for the Madonna concert that was a stop on the bus on my way home from work.

Why was it such a big deal when Bar Refaeli and boyfriend Leo DiCaprio visited the Western Wall? When Bar was here alone visiting family, no one bothered her as she danced up a storm at a packed club on Rothschild.

Some friends and I randomly met classic Israeli singer Boaz Sharabi and shared drinks with him in a sultry Tel Aviv bar. We acted like he was an old friend. Had it been Lady Gaga or Jennifer Lopez perhaps we all would have collapsed in our seats.

I always wondered why so-called “celebrities” in Israel (singers, actors, musicians, film stars) were never such a big deal in this small little country. And then I remember meeting this actor from the popular Israeli film Beaufort (nominated for an Oscar) at a local dance club on a Tuesday night. I went up to him and asked him what he thought of America. Turns out he’s never even been to New York (only LA, for the Academy Awards, no less.) He could barely speak English.

On the way home from the club, I asked an Israeli friend how it’s possible that an actor of so-called “high status” in Israel could never have even set foot in New York. It would have never happened to the Olsen twins or Lindsay Lohan who have probably made trips all over the world on more than one occasion. My friend told me it was because Israeli actors and celebrities are just not a big deal here. It’s because they don’t make even a quarter of the millions that Gal Gadot probably received for a bit part in the Fast and Furious movie. Not even close.

And the country is so small and people see them all the time. The sense of community is unmatched and everyone has a brother or a sister or a cousin’s father’s nephew related to Ivri Lider.

Is this the reason Americans can be close minded? Is it because the rest of the world gives them the feeling that they should be superior?

I guess this won’t keep me from getting sweaty palms when I receive a phone call from model Moran Atias. (She called me once to respond to an interview. Never expected it to happen!) It won’t keep me from growing envious when I hear tales of a friend who was the cinematographer for a low-budget short film starring Israeli actors Oshri Cohen and Anya Bukstein. And it won’t stop me from clamming up when I spy Ninet Tayeb down the street. I’ve already seen at least 3 or 4 other performers from A Star is Born, so why not her? (Note: A Star is Born is Israel’s version of American Idol and Ninet Tayeb was its first winner.)

But would an Israeli really care? Maybe that’s something worth following.

Lady Gaga in Israel

It was a moment made in outrageous fashion heaven: Lady Gaga making an appearance in Israel. Would she wear a veil? Strip down to her skivvies? What inspired me most about her trip to the Holy Land was that the often over-the-top fashionista pop sensation dressed down for a trip to the Western Wall. In simple sunglasses, a black tank, and a veil, she paid respect to a holy site and didn’t bring attention to herself. While that didn’t stop her statement-making moments (faking an orgasm on stage, wearing a huge spiky silver Star of David necklace at a press conference) we were delighted that she was savvy enough to honor something meaningful without bringing attention to herself.

The Cala Black Butterfly Dress

I first spied the black butterfly dress on style blogger Dar Mashiach from FashionPea, who opted to wear the statement-making number with a belt. Suddenly I was seeing and reading about the butterfly dress everywhere—on the street, at concerts, on the Web.

The label Cala, which imports a lot of its fashions from places like Thailand, posted photos of a stylish girl wearing the black butterfly dress with red Ray-Bans at a Suzanne Vega concert. I knew I wanted one right then. Lucky for me, I already live in Tel Aviv. It was delivered to my door. The Black Butterfly dress has since sold on Cala’s page at Sense of Fashion.

Street Fashion

With hit blogs like The Streetswalker and ILook, Israel is quickly becoming a force on the street fashion scene. While ILook captures more of the punky, statement-making edge of the street folk or the girl next door who throws on a pair of green leggings but still manages to look ever so stylish as she walks out the door,  The Streetswalker goes for the more classic and trendy, but slightly offbeat style of Israeli locals.  You’ll notice that a lot of the style bloggers are now coming out with daily outfit posts on the streets of Tel Aviv, Jerusalem, and Haifa. While it may sound difficult to compare Israeli street fashion to Athens or Paris, the Israelis are climbing their way up there.

Café  Bizarre

I didn’t think I’d found heaven until Tal Holtzman’s pop shop of hyper colored frocks, draped checkered blouses, and pleated pencil skirts on Ben Yehuda. It’s true, heaven will really make you see white—and blue and yellow and green and pink and turquoise and an array of bright colors, textures, and designs the store carries into its wake. While print and neon blouses and dresses by the likes of Inbal Gvili, Easy Innocence, and The Hellers frequent the store, it’s also the only place in Israel to carry Vivienne Westwood, a hot commodity if you can fork over the cash for high-fashion. Mix that in with cartoonish bags from LeSportspac, high waist pants, and an array of funky jewelry and you’ve got a little taste of high heaven in your midst. Café Bizarre inspired me to add a little spunk to my current threads.

Efrat Gosh

I’d only seen her face, I hadn’t heard her music the first time I spied Efrat Gosh and her shaggy do and retro statement style. Comments from friends told me this girl isn’t afraid of anything and the striped blouses and neck ties, black liner, and vampy dresses told me the same. I found myself wanting to copy her vintage, her rocker femme chic, her heart-shaped pout. And just when I thought I had it down pat, she changed her look to flowery ruffles, sleek bodysuits, and a smile. Efrat Gosh helps find the style in all of us and shows me I don’t have to stick to one look to be cool.

Sense of Fashion

Sense of Fashion may be an international portal for indie fashionistas, designers, and shoppers and feature a slew of newish Israeli stylistas, bloggers, and photo-savvy members in its pages, but what makes it really stand out for me fashion-wise is that the burgeoning site (which also features a place for trendsetters to buy and sell their pieces) was created by a group of Israelis. Founder Daria Shualy wanted a place to bring the entire indie fashion community together, without artificial separation. The creativity, success, and determination of the site truly inspires me as an up-and-coming fashion blogger hopeful. Not to mention they feature tons of new Israeli designers I’ve never even heard of until their photos appear on the site.

Israeli Style Bloggers

Ever heard of Fashion Cupcakes? Shelly Peleg? MODAna? Well, you will. I am truly certain of this fact as I’ve seen these style bloggers have their followings grow with each and every successful outfit, post and undertaking. As the blogging world reaches its full potential, so do these Israeli style bloggers who not only showcase an innovative Israeli style presence, but often also feature their buys from prominent Israeli designers and shops. Israelis truly have a fashion personality after all.

Mirit Weinstock

What inspires me more than the regular Israeli retail chain are those Israeli indie designers that stand out by promoting their designs in their own studio. Mirit Weinstock is one such case. While making sure her French femme-inspired items are being sold all over the world (in places like LA’s Stanton James, NY’s Pixie Market also London, Russian, Panama and more), she finds time to meet with fashionistas, buyers, fans, and friends right out of her very own work space on Schnitzler St. in Tel Aviv. Her jewelry pieces–think ruffles, satin, lace, and draped dresses, even feather necklaces —are one of a kind.

Apartment Sales

As I’ve mentioned in past articles, Tel Aviv has run rampant with the onslaught of intimate fashion sales in apartments. What better place to find unique, stylish pieces and make some money, than in your very own living room. While some designers make their items themselves, others import from places like London, Hong Kong, Thailand, and India. I’m so impressed with what I’ve discovered in random homes so far that I’m thinking of doing the same.

Shenkin St.

I may be celebrating 2 years in Israel in December, and 1 year, 6 months in Tel Aviv, but I only ventured out to the acclaimed Shenkin St. this year. Perhaps it was too far from my apartment on Ibn Gvirol (we Tel Avivians really do live in a bubble, even in our own neighborhoods) or perhaps I assumed Dizengoff had everything to offer. But for whatever reason, I only made it out to Shenkin St. about 2 months ago for the very first time. And boy was I ever glad I did (though my wallet certainly isn’t thanking me.)

While Dizengoff is known for its high fashion boutiques, Shenkin has a little bit for everyone—every style, every niche, every price. I spied chunky statement necklaces at Urbanix, Melissa/Vivienne Westwood collaboration shoes at Story, and sequined shirts at Madness. But there were also Mary-Jane pumps, chunky knits, and ribbed tees at every corner. Shenkin really does have something for every fashionista, and I think it will overpower the more globally recognized Dizengoff St. soon.

Honorable Mentions:

It was difficult to cut the list to 10, I had so many more. So here’s a short list, without much detail of other items that were inspirational this year. Look them up and they’ll be inspiring to you, too.

Anat Mikulinksky (115 Dizengoff St., Tel Aviv)

Vintage and Secondhand Shops (Check out my fashion blogger meetup in Tel Aviv with vintage expert Angel Cutsforth)

American Apparel (My first-time ever in this retail chain was the one on King George in Tel Aviv.)

Sarit Hadad (An Eastern singer some may gawk at, but I actually really like her style.)

Yeoshua (22 Ben Yehuda, the bar I frequent at least once a week)

Urban Fair (See past IGoogled article here.)

Terry Poison (Israeli electro pop group that flaunts fab sequins and neon)

There couldn’t be a better example than the Urban Fair, a Tel Aviv who’s who of up and coming designers who sold their latest street fashion designs and imported buys last weekend at the Cat & Dog, an offbeat but charming bar near the center of town on 23 Carlibach St. (usually open at all hours of the night, but not during the day). It was created by Yaara Cohen and Karen Zaks, two entrepreneurs who wanted the city to have a taste of the popular street fashion that is slowly but surely becoming a big to-do in Tel Aviv.

While DJs spun electro beats and photo and video art exhibits littered a side room, many Israeli fashion aficionados dressed up for the affair and came out to see the 35 designers and labels chosen by Keren and Yaara.

Many of them have not been heard of yet, but I’m certain they will be household names in Israel very soon. Designers like Dafna Levy, Cica Few, UNUSUAL RIDER and DISCOTACKY produced collections for men and women along with a plethora of accessories, jewelry, shoes, bags, and yes, even designed helmets.

Trendsetters wearing oxford booties, tuxedo blazers, and preppy sweater sets had a taste of the latest fads, including a bevy of sequins, bubble skirts, neon-emblazoned sneakers, graphic prints, and vintage tees.

Let’s take a look at three of the most intriguing labels.

Fashion designer Veronika Blekhstein displayed a special halter that wrapped around the neck in a unique way. She showcased them in an array of colors like stone gray, navy blue, and red. At only 60 shekels, it was quite a steal! You couldn’t buy just one.

Femme fatales Tamar and Keren (on the left) presented their imported Begadim line, a selection of trendy items from London including a ruched green long-sleeve tee with padded sharp shoulders, a black satin dress with red buttons, and plenty of shirts with sequins at the sleeves. They made sure to flaunt their figures in the very latest party pieces from their collection and had everybody staring!

Stylish sista Korin Gold-Megadim of her styling label Developpe showed off her very own jewelry creations, punky charms in silver, black, red, blue, and gold that she created and hand-painted with a flare. She made sure to dress the part too, basking in her jewelry with an edge by pulling together an equally stylish look.

She wore a green top with wide sleeves and red brushstrokes, a black pencil skirt, and the cutest scrunched red belt.

And we all shopped till we dropped!

Israelis are risk takers

Bright colors, wild prints, and mismatched textures. Israelis may be warm and friendly, but their clothes can be as bold as their tone. Israelis tell you the truth about how they’re feeling and they wear it proudly on their chests too—in their choice of clothing, that is. Check out Israeli Nimrod Avigal’s ILook “underground” street fashion blog for great examples of Israelis who proudly go where no Israeli has gone before—whether that means wearing blue tights as pants, big statement necklaces, or thick neon striped sweaters.

Check out these two lovely ladies from the blog caught in the Dizengoff Center mall, who are striking examples of loud but piercing fashion. And most of the clothes are from Israel. Fourteen-year old Michal on the right got her skirt and cardigan from TNT, an edgy urban store that mostly caters to teens, and her shirt from the Carmel Market (Shuk HaCarmel). Yasmin, 19, on the left, got her shorts from Zara, her hoodie from the Carmel Market and those loud leggings and platforms from the Central Bus Station in Tel Aviv!

Trends from Europe come here before they go to the States

Yes, I saw it here first. Before high waist skirts became the “thing to do” for the American fashion fiend, I watched girls sporting them left and right with button down blouses and tucked in t-shirts last summer. Wearing leggings as pants may have been the go-to look for US fashionistas this summer, but Israeli chicks had already been sporting for a year.

And don’t get me started on trends like neon and animal prints, which have become a favorite for stars like Kim Kardashian and Claudia Schiffer; I’ve seen that Euro-chic look become top trend in Tel Aviv long before the American stars were wearing them in overkill. Milan, Paris, and London may be known as fashion capitals of the world, but Israel comes next; you’ll start seeing the trends here first, long before they become fashion fodder for the American set.

Vintage is King

Vintage, in case you didn’t know, is really just a fashion term for any item that is old, meaning it came from another decade or has been worn before. And Israelis are suckers for it. Take Israeli fashionista Daria Shualy, founder of the shop and share indie style site Sense of Fashion, who likes to thrift her clothes from Allenby or the World International Zionist Organization’s (WIZO) second hand shops, where donated clothes are sold cheaply to the needy or anyone who’s looking for fashion on a budget.

Or there’s Israeli Shenkin School of Engineering and Design student and style blogger Noa, a queen of layering, who collects dresses from the local flea market or her grandmother’s closet.

Don’t forget style blogger Maayan Goldenfeld who wears sweaters from dad and coats from mom or thrifts from the local shuk (market). You can catch this vintage aficionado on her blog Polka Dots & Moonbeams.

And if you’re living in Tel Aviv, like me, you can hit up a slew of shops like HaMachteret (The Underground) for hyper color vintage frocks from the 60s and 70s or Shtaim (Two) for great pieces from Europe. Don’t forget stores like Stella Vintage or Obsession. You can also join the Vintage For Sale group on Facebook, which advertises weekly vintage sales going on in apartments and other locations all over Israel’s fashion capital.

Israelis are fashionable but comfortable too

In the summer, flip flops ruled. It was rare to see an Israeli without them, even to the dressiest of nightclubs. While stilettos may go over well in the United States, you’ll rarely see an Israeli girl in very, very high heels, most of them are square-pegged to make it easier to walk on the unpaved roads of Tel Aviv.

While girls often go for flowy dresses and like to trade denim for leggings, boys will wear jeans, even to lavish affairs. Ties are practically non-existent. And unless you’re a relative of the bride or groom, you’ll often see guests at a wedding in jeans and casual tops they’ll just as likely wear walking down the street. If dressing up isn’t your thing, Israel is the place to be.

Fashion is intimate

Tel Aviv’s close-knit fashion community is tight, but inviting. As Haaretz fashion writer Hilla Ohayon describes in a recent blog entry, not only are Israeli indie designers like Mirit Weinstock and Inbal Gvili overpowering top retail chains like Castro and Renaur, but those designers are having major sales in their own homes with incredibly marked down prices and music and drinks galore.

But you won’t hear about it on the news, the designers tend to advertise by word of mouth, a Facebook event, or the occasional flyer on the street. I’ve been stopped in the middle of dinner by a fashion chick who was broadcasting a cool style sale in the apartment down the street. Or as Hilla puts it, one shouldn’t be surprised if they hit up a fashion sale in a bar Saturday morning, the very same bar you and your friends were drinking in the night before. In Tel Aviv, clothing swaps are current and urban knitting parties are the go-to gathering for ladies who lunch at the local café.

This is just a small taste of the fashion ferocity of Tel Aviv. What do you love about Israeli fashion? Let me know in the comments below.

To kick things off, Simona tells us why she came to Israel…

What makes a twenty-something budding journalist give up a burgeoning career in the US for the chance to be a citizen of Israel? I have asked myself this question many times and still have no definite answer.

All I can say is this: so far, I believe I’ve made the right decision.

I was a fact-checker/reporter at a promising celebrity tabloid (now the magazine is even more popular) who’s job wasn’t as glamorous as it sounds, though it did allow me to write a few fashion captions and meet a few celebrities on the job. I wrote for a fashion blog on the side, had a few nice freelance writing gigs, and many an internship under my belt. But I wasn’t satisfied. I was looking for something more.

I had visited Israel 5 times since I was 18 years old. The first time was a graduation present from my mom who knew I was the one who loved Judaism most in the family. Second, was Birthright Israel. Third and fourth were excuses to get back to the country (a month-long religious program, a wedding for my mom’s best friend’s daughter…) I didn’t go to any other countries during this time. I always made it a point to go back to the Holy Land.

After two years at the celeb mag, I decided I wasn’t happy there anymore. I thought about becoming an independent freelancer, I thought about finding another job. And then I decided to do something that I myself didn’t even see coming. I decided to spend a year in Israel. I figured, I’d never done my so-called backpacking in Europe, post-college. I’d never had the year in Israel a lot of the more religious girls spend after high school before starting school. I thought, let me do it this way.

And I did. I spent the year doing three very different activities: studying at a religious girls seminary for 3 months, spending 5 months living in the desert studying Hebrew and traveling with a program called WUJS (no longer located in Arad), and doing a 3 month internship with the Israel21c website where I got to write many Israeli culture articles. I saw all aspects of the country from the desert to the city. While my new American friends talked amongst themselves, I befriended security guards and local café owners. I took pride in listening to more ethnic music and adapting Israeli style. I didn’t really fit in, but I felt connected—a part of them.

By April 2007, I knew I wanted to make aliyah. While I returned in July, my parents didn’t find out about my decision until September. I knew they wouldn’t be happy; they had immigrated to the US from Uzbekistan in hopes of giving their kids the American dream. For them, having a daughter who wanted to go to Israel was like a step backwards. For me, it was moving full speed ahead. “You were on vacation, my mother told me. Do you really know what it’s like to move to another country?!”  I didn’t. But I knew I wanted to try. I convinced them to let me stay, at least for a 3-year span. They figured I was going to come home. But in my heart, I knew. This was the place for me.

I don’t think I moved to Israel merely for idealistic reasons, but they do play a part. Being in a country of Jews has a lot to do with it—restaurants have tents on Sukkot, almost all the stores close off the “non-Kosher for Passover” sections when it’s time, there’s a menorah in almost every window, and of course, getting off for all the Jewish holidays (because they are national holidays here) is a plus.

But there’s more to living here than that (otherwise why would we deal with all the problems that come along with it!). What other country has desert, city, beach, and mountains all in one land? What other country has people that will tell you the truth no matter how much it helps or hurts? What other country will sing together, laugh together, cry together…?

A friend once told me that being in America meant being an individual. Being in Israel, however, was being part of a family. A big family that didn’t always understand, but was there for you when it counts. And that’s what being in Israel means to me—this 27-year old American girl who doesn’t know why she came, but knew the culture was right.

After 2 years in this country, my Hebrew may still be sub-par. I may be too infatuated with Israeli celebs and Israeli clothes. I may still have problems with finances and bureaucracy (you never fix your problems without going through many people first). I may always be known as “The American girl”, and I may have to educate my fellow Israelis on how Americans see the world. But I’m here, and I’m surviving. I’m living my dream.