The Denim Generation
Denim fabric has come a long way since its birth in Nîmes, France, and its production in Genoa, Italy, before achieving fame in the USA. This season, it’s back in full swing. The brand Lee, a pioneer in denim clothing for over 130 years, launches a fresh summer collection that combines new cuts with summer items.
The brand's young energy, eternal optimism, and fearless confidence have created loyal communities worldwide. As an iconic American brand, Lee's heritage is fashion that adapts to current trends, based on the brand's iconic items for men and women of all ages.
The collection includes a variety of jeans in light summer colors, cropped denim tops, overalls, button-down shirts, branded tank tops, leather belts, and more. All available at Lee flagship stores and online.
Sustainable Scents
Inspired by a sensory journey, designer Giorgio Armani launches "My Way Eau de Parfum Nectar" for women. This fruity and floral scent is made from natural ingredients sourced sustainably and produced using both traditional and innovative extraction techniques. The fragrance includes orange blossom from Egypt, handpicked at optimal ripeness, handpicked tuberose from India, and vanilla from Madagascar. These high-quality ingredients are obtained with respect for the environment and the communities where they are found.
Armani collaborates with local NGOs to purchase natural ingredients through fair trade programs, supporting economically vulnerable communities.
For men, Armani introduces "Acqua di Giò Profondo Perfume," a powerful and sensual fragrance with spicy amber notes, citrus notes, and marine notes, inspired by the mystery of the sea. Another men's fragrance is "Armani Acqua di Giò EDT Renovation," a fresh, sophisticated, elegant, and long-lasting scent that combines sea, fruit, floral, woody, and cedar notes, with herbal musk and patchouli. Available at Armani Boutique, Ramat Aviv Mall, Super-Pharm, Hamashbir Lazarchan, New-Pharm, April, and select perfumeries.
Apply and Correct
Feeling your skin needs improvement? New York skincare brand Kiehl's expands its "Super Multi-Corrective" line, launching Kiehl's Super Multi-Corrective Soft Cream. This anti-aging cream targets seven visible signs of aging in one lightweight, oil-free gel-cream suitable for oily and combination skin, and as a first anti-aging cream in an anti-aging routine for younger skin.
Kiehl's Training Manager Hanit Nazer says, "The new cream visibly firms, lifts, and tightens the skin, reduces the appearance of wrinkles, enhances radiance, improves skin elasticity, and provides a smoother texture and more even tone. Key ingredients provide double support for collagen, including Proxylane GX, a patented ingredient clinically proven to enhance firmness, elasticity, and facial contour refinement; adenosine, which strengthens collagen and supports skin structure; and the new superstar ingredient, Phytol Glycine, which targets oil regulation for a shine-free finish." Available at brand stores.
Pomegranates for the Face
WELEDA brand launches an innovative and powerful skincare line based on natural active ingredients, including peptides from maca root that encourage the production of proteins and collagen necessary for improving skin appearance and supporting cell renewal. Peptides are the building blocks of protein, with collagen being the most essential. The products also contain pomegranate seed oil, a strong natural antioxidant that helps delay skin aging processes.
The series is rich in antioxidants that fight free radicals and the effects of time on the skin. The series includes serum, day cream, night cream, eye cream, and oil, available at pharmacy chains, natural chains, and private pharmacies and natural stores.
To the Moon and Back
Inspired by the phrase "to the moon and back," which expresses boundless love, Super-Pharm launches the summer collection of the brand Take Me Home, founded by Elinor Koffler. "The inspiration for the collection was born from the phrase my children grew up with - to the moon and back, expressing my infinite love for them. The focus of each item is on appearance, quality, and the comfort of the fabrics and designs for the baby and parents."
The inspiration for the prints illustrated by Yael Davidi, and associated with the brand, includes stars, the sun, and the moon, joined by boat prints, a lighthouse, and a hot air balloon associated with the brand. Looking for an original gift? Available at one of the 80 Super-Pharm branches and Super-Pharm online.
Seeing the Horizon
Opticana network launches HorizonHope, the summer collection of the house brand Cattleya, with 25 new models of sunglasses and 15 new models of eyeglasses joining the bestsellers.
Gloria Babai, trendologist, house designer, and collection designer, said the brand's commitment is ecological design that preserves the planet. The frames are made from advanced materials in the optics world, such as recycled acetate and titanium, produced under strict conditions. The ceramic nose pads are made using a unique resin filling method, making them unnoticeable on the nose. The hinges have a rigid internal addition made of stainless steel. The frames are light, flexible, and hypoallergenic. The lenses are made from advanced materials and undergo rigorous quality control tests to provide maximum protection and filtering of harmful radiation.
This season features clear lenses in pastel colors: blue, pink, purple, green, and yellow, and lenses that darken in the sun. Most frames are small and minimalist, with some large geometric ones. The collection's inspiration is sustainability and innovation, the journey glasses have gone through over generations, looking to an optimistic and better future, authentic design that combines classic charm with a modern twist. Curious? Check out the exciting pop-up store that opened at Ramat Aviv Mall, network stores, and the new Cattleya store at Mall Hayam in Eilat.
Independence with Beer
The Israeli craft brewery Shikma launches a limited edition of BERRIES, a red-colored ale with a fruity aroma, balanced sweetness, and low bitterness, with added apples and berries. The flavor was launched as part of the "Independence of Hope" pack, including Amber Ale and Bitter Wit. Walla and Shikma Brewery launched a project to rehabilitate pubs in the southern region, closed since the Black Saturday. Businesses will receive professional, culinary, and logistical support to rehabilitate the pub to suit community needs. Shikma emphasizes the value of Israeli identity, using local Israeli malt exclusive to Shikma Brewery in the country.
Israeli brewery Alexander launched a specially designed pack for Independence Day and the start of the summer season. The pack includes two bottles of BLONDE beer, the brand's best-selling English-style blonde ale, golden and light with a fruity aroma and precise balance between bitterness and sweetness, and two bottles of "Israeli Wheat" beer, from wheat straight from the Negev fields, light, refreshing, balanced with delicate bitterness, fruity flavors and aromas, and a special branded glass.
