Israeli Fashion Brands Discuss Reviving Heritage and Connecting with Modern Consumers
At the annual MAD conference hosted by Globes, Sharon Tal, chief designer at Maskit, and Gabi Rotter, chairman of Castro Group, participated in a panel titled "Icons Never Go Out of Fashion," moderated by Dr. Leroy Shoffen, a cultural consumption researcher and fashion theorist. They discussed the challenges of managing fashion brands that blend historical legacy with contemporary relevance.
Sharon Tal explained that Maskit, founded by Kasrut Dayan shortly after Israel's establishment, aimed to integrate the diverse immigrant population into a new fashion identity. After closing in the 1980s, Maskit was revived with a focus on distilling its rich archives into designs relevant to today’s women, emphasizing authenticity and cultural fusion rather than relying solely on nostalgia.
Gabi Rotter shared Castro’s history, noting the brand’s roots in a family that immigrated from Greece in 1933. Castro has maintained its Israeli identity by carefully selecting employees aligned with its values and by returning to its iconic, less polished logo to signal a fresh, modern approach amid a highly competitive market. Rotter highlighted the importance of preserving family legacy while adapting to new generations.
Both panelists noted that younger consumers seek authenticity and stability rather than mere nostalgia. Tal emphasized that emotional connections to brands are built through experiences rather than social media posts, citing Maskit’s success in creating meaningful customer interactions. Rotter added that Castro has served multiple generations, becoming a trusted presence in customers’ lives.
They also contrasted fashion with the food industry, where heritage brands are more common due to the essential nature of products and market protections like kosher certifications. Fashion brands face greater challenges due to changing trends, perishability, and competition from international markets.
Tal advised those attempting to revive legacy brands to focus on understanding the core elements that made the brand memorable, beyond logos and archives, to truly capture its heritage and relevance.
