My Story ❤️
I believe that a great garment should be beautiful, comfortable, and make a woman feel like herself.
For the past 15 years, I have been designing clothing for women who love to dress with ease, feel comfortable in their bodies, and bring a little color, character, and personality into their everyday lives.
Every design begins with a simple question: how can I make a woman feel better when she wears it?That is why I focus on flattering cuts for a wide range of body shapes and sizes, comfortable fabrics, and thoughtful details that make a big difference—and yes, pockets in almost every piece.
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My name is Anat Friedman, and I am a fashion designer and graduate of the Jewelry and Fashion Department at Bezalel Academy of Arts and Design.
I founded my brand in 2011 out of a love for the connection between art, illustration, and textiles.
Many of the prints in my collections begin on a sheet of paper—as drawings, sketches, or brushstrokes of color. They are later transformed into unique fabrics that become part of the collection and give it its distinctive character.
I love creating garments that appear simple at first glance, but reveal another layer of thought, color, and detail when you look closer.
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My studio is based in Jerusalem, the city where I grew up and one that continues to inspire me to this day.My inspiration comes from many places—art, women, streets, books, and everyday encounters. Sometimes it begins with a small sketch in a notebook, and sometimes with a color I happen to notice along the way.
What connects all of these influences is the desire to create clothing that is unique, yet genuinely practical and wearable.
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Over the years, I have met countless women through my shop, studio, and online store.I have learned that they are not simply looking for beautiful clothes.
They want to feel comfortable, confident, and free to move, work, travel, meet people, and live their lives without constantly thinking about what they are wearing.
That is exactly why I continue to design.
To create clothes that find their place in a wardrobe with ease—and stay there for years.
Welcome,
Anat 🌸
