Bar Zomer Replaces Rotem Sela as Face of ITAY BRANDS Fashion Label

Rotem Sela has ended her one-year partnership with the fashion company ITAY BRANDS. Following their split, the brand has chosen Bar Zomer, a prominent Israeli model and mother of two, as the new spokesperson. The announcement was made public by mako on July 22, 2026, revealing that the upcoming campaign featuring Zomer will begin shooting soon.

Bar Zomer recently went through a challenging personal period after giving birth to her second daughter in November last year. She disclosed difficulties related to her daughter's sensitivity to cow's milk protein and shared that the resulting emotional stress affected her health, leading to a diagnosis of shingles. Despite these hardships, Zomer has been selected to represent the brand, signaling a new chapter for both her and ITAY BRANDS.

The decision to appoint Zomer follows industry sources confirming her as the likely replacement, pending any last-minute changes. This transition marks a significant shift for the fashion label after its collaboration with Sela concluded earlier this week.