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Glam Is In The Air!

Regular White City Boy readers, I hope you remember our last week’s visit at Jaffa’s flea market. Just as I promised, we are returning to the spot, to discover a studio store I visited last week while strolling through the narrow alleys of the “Shuk HaPishpeshim”. Ladies and gentlemen, girls and boys, meet Neta Efrati!


I met Neta for the first time when she invited me to visit her and her team at the photo shooting of her latest collection, inspired by the golden age of Hollywood. The concept was seeing a powerful, elegant, self confident and sexy woman in her luxurious, urban home. The scene took place in Avigdor, a popular place for weddings, parties and other events so these walls saw quite many glamorous outfits… but nothing like this.

The new collection is taking us back in time to the age, when glam was the most important accessory of a true diva. Neta’s model, Hadar Shira Yehezkel embodies the charm and softness of Audrey Hepburn, the sexiness of Brigitte Bardot, and the femme fatale being of Marlene Dietrich.

Neta graduated from Shenkar Academy of Art and Design in Tel Aviv. The designer has been working for commercial clothing brand, Honigman, and she was the main designer of the casual line of of Israel’s most famous fashion royalty, Yosef. After a few years of trying her wings she decided to start her own line, Neta Efrati, and she opened a studio just by the flea market of Jaffa.

Drop by her online Etsy shop to admire the gowns of many kind: Neta’s style is one of a kind, yet extremely versatile: casual, easy-to-wear tops made of super soft, rich fabrics, gorgeous evening dresses and smart outfits vary in the luxurious little store. There is in an ongoing sale in the studio right now, as Neta is soon hosting the 2012 summer collection. Up for grabs!

Neta’s studio is at nr 4, Rabbi Acha street, ShukHaPishpeshim, Tel Aviv-Jaffa.

All Instagram photos taken by me. Store photos: Neta Efrati Official Facebook. Photo shooting credits: Photography – Ziv Field, Makeup and Hair – Netanel Atias, Model – Hadar Shira Yehezkel, Venue – Avigdor

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