Noa Kirel Signs Million-Shekel Fashion Club Deal

Israeli pop star Noa Kirel has signed a major long-term endorsement deal with the Israeli fashion chain Fashion Club, according to a report published Thursday morning. The company says the agreement is a record-setting Israeli collaboration, although it is not disclosing the exact amount. The article describes it as an unprecedented sum for a partnership with a pop star.

Under the five-year deal, Kirel will become the face of the brand and will take an active role in designing a dedicated streetwear collection. The line is meant to reflect her personal style, personality, and fashion identity, while also connecting the brand with the tastes and culture of younger audiences. Beyond fronting campaigns, she is expected to help shape the collection itself.

Fashion Club, which has operated in retail for more than a decade and is known for affordable prices, framed the deal as a strong fit with Kirel’s fan base, which skews young. Kirel said, “Fashion Club is a brand that speaks in an accessible way and gives room for personal expression. It is fashion that anyone can afford and feel great in.”

The company’s owner and CEO, Eliran Sofer, said the choice was based on shared values, not only Kirel’s reach. “Noa represents the path we believe in, perseverance, hard work, and a constant drive to move forward,” he said, adding that it is “not a story of momentary success, but of consistent building over time.” The news came shortly after Kirel recovered from a medical emergency during her honeymoon in Japan that led to appendix surgery.