FOX is making a major shift in how it promotes its fashion campaigns, moving away from the recent model of using groups of brand ambassadors. The company has chosen Anna Zak to become the brand’s new face, and she is expected to front FOX’s campaigns on her own in the near term.
In recent years, FOX had relied on presenter teams that included Liel Eli, Kim Or Azulay, and On Raphali. This marks the first time in years that the chain is returning to a single-spokesperson format, with one presenter leading the brand alone.
For Zak, the move is a significant professional step. Not long after ending her role at Renuar, she is joining one of Israel’s biggest and most prominent brands. The shift also reflects a broader strategic change at FOX, which is putting one of the local entertainment industry’s strongest and most influential stars at the center of its image.