2021 Campaign by multi-talented
designer OFIR IVGI
Published on 15 March 2021
We’ve been lucky to have an interview with a women’s ready-to-wear brand with a multidisciplinary approach that strives to be open to experimentation in order to offer unique clothing Items. Founded in 2017, OFIR IVGI has rapidly grown with delicate silhouettes, a combination of original prints, and a great love for bright colors. OFIR IVGI as a brand, values Craftsmanship, and handwork, in order to offer in every collection one-of-a-kind items, which combine all these elements. Introducing you to a world of nature and fresh wind, where simple ideas acquire playful form. Enjoy the latest campaign of the “CRACKS NO.1” collection shot by OFIR IVGI himself below
Tell us a bit about yourself, what’s your cultural background and a story as a creative. How did you discover an interest in fashion design?
For as long as I can remember, I always gravitated to the field of fashion. Art always interested me, and throughout my life, my parents always encouraged me to express myself in any form I saw fitting. In 2017 I opened my fashion brand after graduating from “Shenker college” with a Bachelor’s degree in Fashion Design. I define my business as a “slow fashion” brand. Since then I have been designing and producing two collections a year and selling my designs all over Israel. A big part of the brand identity is the focus on local production.
Recently, I’ve decided to slow the pace of the collection design as part of the notion the quality items are more eternal than random pieces. For this reason, starting this year, each future collection will be a yearly collection, divided into mini collections that will be produced and distributed throughout the year.
What is the concept behind your latest collection and how would you describe your brand’s DNA?
The inspiration for the new collection came from a visit to an exhibition in the Israeli museum of archaeology. Amongst the displayed items, I kept seeing pieces of cracked clay in different shades that were put back together piece by piece in order to reconstruct the object they once were. The cracks, that appear as wrinkles in the pottery, inspired me to show the beauty and the story they tell about the objects they once were. Like cracked pottery, clothes are also designed piece by piece and then put together in different ways
Regarding the brand’s DNA, it is established on clean aesthetics which is influenced by art and nature.
In my designs the lines are clean, the silhouettes are comfortable and every garment can fit every woman of any age.
What is the story behind this gorgeous campaign?
This campaign was shot by me, in a forest near Jerusalem. The views of the Israeli scenery are a huge inspiration in the collection, so the location was very important. This collection is an annual collection, divided into three phases. Each release will be photographed in a different location. Each location is important because it represents ancient, holly places that contain archaeological sites. These finds are what inspired me to create the collection in the first place. This campaign is the first section out of the three mini-collections that will be out this year.
Could you briefly explain your overall process in finding what would work best for your vision and how you are gaining your ideas? What’s been the most inspiring for you lately?
For me, the inspirations for my designs come from day-to-day experiences. Some of them come from trips abroad, some from museums and art, and some even come from a unique item I spotted at the flea market that inspired me.
With that being said, I always find myself going back to what inspires me most, which are the realms of nature and the respect I share for natural colors and materials.
Recently, I find myself most inspired by the Israeli deserts. The quiet serenity and the power of nature fascinate me. The colors of the sand merged with the channels of the streams and the green trees provide me with so much richness of textures and colors to work with.
What material do you most like to work with?
As far as material choices, I work only with natural materials. As part of the sustainable approach of the brand, I work mostly with deadstock that was left from factories. This way, I find unique fabrics, which most designers don’t get to work with. Other than the fact that this approach is good for the environment, natural fabrics are soft, breathable, and are long-lasting.
What fascinates you about the art world today? Which designers or artists have been the most influential to you?
In the last few months, I've been sucked into the world of pottery. I started taking professional lessons and I fell in love with the work of the wheels and the creation in clay. I've been drowned to this world for a few years now but this year I finally found the time to pursue this passion. I must say that since I started I can't seem to quit. For inspiration, These are some of the artists I'm most drawn to their work; Maria Baleva, Zornitsa Genova, Adam Russell, and Kelly lever. Moreover, ‘Argile by lean’ Instagram page is amazing.
What do you want your clothes to say about the wearer?
I believe that any woman that wears my clothes, especially the vibrant prints and colorful pieces, expresses the courage they possess in the way they present themselves.
Also, I think that fashion and the way a person chose to dress are amazing ways to present one’s personality even before he speaks.
The most important aspect for me is that my clients feel powerful and proud in my designs and that they will know the story and thinking process behind the clothes.
Which items are your personal favorite and who would you like to see wearing them? Who is your dream client to dress?
My favorite items in every collection are usually the items that incorporate my original prints. Every print starts with a source of inspiration and research. Later it is translated into lines and spots which I hand drew in different techniques. I love drawing with watercolors. After I’m happy with the drawing I transfer it to the computer for adjustments and final touches.
In regards to my dream client, I will say somthing that sounds like a total cliche. For me, every client that wears my design is the dream client. I truly believe that if I succeeded to touch and create emotion among my clients with my designs I did my job right.
With that being said, if I think hard on dream clients, I can say that I would love to dress the couple; ‘Young Emperors’. I find their fashion and gender approach to be so contemporary at the moment.
How did your path change this past year? Professionally and personally
This past year, I focused mostly on the brand’s website and the visualizations of it. Moreover, one of the brand’s cornerstones, which is to produce local only, came in handy in this past year. The brand did not have to rely on online shipping or international production delays because it relies solely on locals.
What concepts will you be exploring through your work next?
For the second phase of the collection, I will focus more on the desert area of Israel. In the colors of the desert and its endless sand, I will try to bring the summer dimension into my designs.
For the third and final part of my annual collection, I will focus on the cracks in pieces of pottery. They reminded me of creek crevices between the rocks and I will design my garments based on this vision.
Furthermore, I will draw inspiration from artists like Henry Moore, which his monumental sculptors resemble a women’s shapes, Giorgio Morandi and his vases paintings, and the works of the artist Reuven Rubin That was Israeli painter that were known in the early ’20s.
Which artists, designers or photographers would you like to collaborate with?
I highly respect and value the aesthetics and the works of the photographer Cecile Bortoletti. I was first exposed to his work via ‘Encens’ magazine, which is a magazine I really love. What I like in his images is that there is some kind of silence in them that for some reason I’m really drawn to. It will be a dream come true for me to have my collection photographed by him.
