Behind the Scenes of the New Collection

A few words about the new collection—and the long, emotional journey that brought it to life.

I started working on this collection back in December, after a particularly challenging period. My husband had been away on reserve duty for months, and I found myself juggling everything alone—motherhood, work, life. I simply didn’t have the headspace to create a new collection, organize a photoshoot, or attend markets.

So I made a decision: to pause, refocus, and streamline my work into one specific niche—urban evening dresses for women on the go.

What followed were months of intense development. Endless hours of trial and error, cutting, sewing, undoing, perfecting. Every design went through rounds of refinement until it felt just right. I made trips to Tel Aviv for fabric sourcing, fittings, trims, and consultations—every detail matters.

Just as the collection was ready to go into production, the war with Iran broke out. Another wave of stress and uncertainty. But I kept going. The dresses went into production. We scheduled the shoot. And now—here we are.

The collection includes four designs, each inspired by a different city with a strong, unmistakable vibe: Los Angeles, Tokyo, Paris, and Rio. There’s also a fifth design that didn’t make the final cut, but I hope to bring it to you soon.

The vision behind this collection was to offer something different in the world of evening wear in Israel. I know how hard it is to find the right dress for a special occasion—one that doesn’t feel like a costume, that strikes the perfect balance between elegant and effortless, bold and wearable. That sweet spot is exactly what we’re all looking for—and it’s so rare to find.

And let’s be honest: in Israel, there’s always something to dress up for. Weddings, bar mitzvahs, baby namings, henna ceremonies. But beyond the big events, there are also those nights out that deserve something special—like a fancy dinner with friends or a live concert.

That’s where versatility comes in. The idea is to invest in a piece you can wear not just once, but again and again—with the right styling, it becomes a long-term wardrobe favorite.

That’s how I believe we should consume fashion today. And I’m proud to be designing these pieces for you.

Whether you have an upcoming event or not—I invite you to explore the full collection and see what speaks to you.

💫 Here’s a short video showing the full behind-the-scenes process—from start to finish.

הצגת פוסט זה באינסטגרם

‏‎פוסט משותף על ידי ‏‎Mari and Leoni‎‏ (@‏‎mariandleoni‎‏)‎‏