Iconic Israeli fashion house Maskit’s designs, which reinterpret traditional Middle Eastern dress, have become a high-fashion attraction that defines Israeli style. The brand is the subject of an exhibition at the Eretz Israel Museum (MUZA) in Tel Aviv, which opened on July 29.
It will run until mid-December.
The exhibition, titled “Maskit 10/30/70,” explores the history of Maskit, which was founded in 1954 as part of a government-sponsored enterprise that encouraged new immigrants from the Middle East and North Africa to create handicrafts that were part of the culture they grew up in.
These crafts and textiles, including clothing, have become hugely popular not only in Israel, but also with designers such as Yves Saint Laurent and other international fashion houses using Maskit fabrics and taking inspiration from Maskit clothing. Most recently, Sarah Jessica Parker wore a Maskit caftan in the 2021 TV series “And Just Like That.”
Maskit’s creations were sold in boutiques across Israel. These stores closed 30 years ago and were relaunched as a privately owned haute couture brand in 2014. Ruth Dayan, wife of former minister Moshe Dayan, passed away on February 5, 2021, at the age of 103. (Photo by Tomer Neuberg/FLASH90)
The three milestones of its founding, closure, and revival are reflected in the exhibition title, “10/30/70.” According to the museum’s website,[These milestones] “The story of Makit Fashion House is shaped by its loyalty to the uniquely Israeli style as an organizing principle, the evolution of style influenced by global fashion trends but also by the geopolitical situation, the great reputation and prestige it has acquired over the years, the inclusion of different designers, artists and ethnic groups in the working process, and the new activity it has seen over the past decade.”
Maskit was founded by the wife of the Israeli Minister of Defense.
Maskit was founded by Ruth Dayan, wife of Defense Minister Moshe Dayan. While working with new immigrants in the migrant camps of the Jerusalem Corridor in the late 1940s, she noticed and was impressed with the skills the women had in making clothing and crafts. She founded a project to help women use their talents to support their families and express themselves, and that project became Maskit.
The exhibition will feature textiles and clothing including iconic pieces such as the Desert Coat, the Ein Gedi Dress and the Kinneret Shirt – some of the brand’s most famous designs – as well as contemporary interpretations of the Maskit style, as well as handicrafts, carpets, jewellery, documents, photographs and rare archival footage.
The exhibition was curated by Shachar Atwan with Elena Elgert Sharon as associate curator.
More information: https://www.eretzmuseum.org.il
