Fashion Week Tel Aviv was born from the enterprenuership of Motty Reif who decided in 2011 to revise this event and bring back it’s glory from the 80’s in Israel. Motty Reif is a producer, director and entrepreneur, who after a decade of living abroad, saw and felt the importance for Israel to produce such an event on many levels. First and foremost for it’s talent, designers and innovation but not least for the Zionist vision of how Israel is perceived around the world.
This event, at its ninth edition in 2020, has become a major event not only in Israel but on a worldwide scale. It has received great acclaim from journalists and designers around the world. In it’s first season Fashion Week Tel Aviv had the honor of hosting Mr. Roberto Cavalli in a retrospective fashion show and in later editions of the event the Missoni family and Designer Marcelo Burlon.
Fashion Week Tel Aviv allows Israeli designers to showcase their collection. It allows talent to grow with amazing projects, connections to be made, journalists to see and buyers to order. It has become a platform for sponsors and partners to share messages and involve guests.
It has always been important for Fashion Week Tel Aviv to contribute to important matters and agendas. In the past two seasons Fashion week has made a great effort in putting out the message that fashion belongs to everyone, that you should feel good with yourself what ever size, body shape or age you are. This was possible with the partnership of the Autority for the advancement of the status of women.
In 2019 Fashion Week Tel Aviv also promoted the creation of blue and white products.
Since day one Fashion Week Tel Aviv has gained full partnership from the Ministry of Tourism, Minisrty of Foreign Affairs, the Municipality of Tel Aviv and the Export Institute. It is with great pride that from 2019 the Ministry of Economy has also partnered up with this Event.
Motty Reif is one of the leading producers in Israel, with over 30 years of experience in the field. Motty began his professional career in fashion productions, and for many years he has been creating, producing and directing hundreds of fashion events, lifestyle and television productions in Israel and abroad.
In 2011, Motty Reif founded the production company “Reif Entertainment”, the company operates to this day and is considered one of the prestigious and quality production companies in Israel, and specializes in the fashion and lifestyle world.
In 2012 Reif was crowned as the most influential person in the Israeli fashion world in the ranking of the 100 most influential people in the Israeli fashion world of the leading magazine “AT”.
Through his career Reif has had success in different fields, from TV productions, producing shows such as Survivor, The Bachelor and Beauty and the Geek to Cinema and Documentaries. Since 2005, Reif has produced two internationally acclaimed documentary films; “Life After Tomorrow,” featuring Sarah Jessica Parker, who deals with the lives of children in the entertainment world, won the Best Documentary Film and Director of the Phoenix Film Festival. In 2006, he produced the documentary “Brave Miss World” The film was nominated for the Emmy Award in August 2014.
In 2009 he was co-produced by the Beverly Hills fashion festival – Beverly Hills Fashion Week.
In 2010, in cooperation with the Tel Aviv Municipality, the Ministry of Tourism, the Textile Association and the Israel Export Institute, Reif initiated the Israeli fashion week “Tel Aviv Fashion Week”. The event was a huge success bringing more than 120 journalists from around the world to Israel and gave Israel unprecedented exposure to Israel.
As of today Fashion Week Tel Aviv has reached it’s 9th year of production.
As of 2019 Motty Reif is a Member of the City Council of Tel Aviv Yaffo, issuing matters of Welfare in the city such as the Committee against violence, Women’s rights.
Daniela Bassal is Head of Production for Reif Entertainment and has built and produced the companies events for the past 13 years. Her skills and knowledge of the production industry help Reif Entertainment continually stabilize itself as one of Israel’s leading production companies not only in Israel but also abroad. Daniela started her career in Milan, Italy, were she was born and raised. Since 2006 she has moved to Israel and partnered up with Motty. They are a dynamic duo who balance creation and execution at it’s best leaving no detail out.