Fashion Brand Adika Closes Website on Saturdays Following Singer Odia's Request

The Israeli fashion brand Adika, preparing for a significant comeback after nearly two years of inactivity, has sparked public discussion even before its official relaunch. The buzz centers not on its new collection or campaign, but on an ethical decision influenced by singer Odia Azulai, who is fronting the brand's new campaign. Customers attempting to access Adika's recently reopened website on Saturday encountered a message stating, "We'll see you after Shabbat." This followed Odia's request to the brand's management to close the website on Saturdays, a request that was granted.

Odia, who has become a leading singer in Israel with religiously themed songs and immense success, openly discusses her deep connection to Judaism and her ongoing process of strengthening her religious observance, with Shabbat observance being a core part of her identity. While Adika is a general fashion retailer appealing to a broad audience, not specifically catering to those who dress modestly or observe Shabbat, the brand chose to honor the singer's values.

The decision has elicited mixed reactions online. Many users expressed support and enthusiasm, viewing it as a refreshing and respectful move, with comments highlighting the importance of standing by one's values, even in the business world. Conversely, some critics voiced opposition, threatening boycotts and arguing that the closure limits accessibility for customers who prefer to shop on weekends. Questions were raised about potential inconsistencies, with some users pointing out that ticketing sites for Odia's concerts reportedly sell tickets on Shabbat, though it remains unclear if Odia controls or can influence the policies of those external ticketing platforms.

Adika, once a beloved fashion brand in Israel, is building considerable anticipation for its return. The brand's new social media presence is also generating attention, with its witty and humorous responses to users, leading many to speculate that Odia herself is behind the distinctive writing style, which mirrors her own online persona.