Instruction:
Design facilitator - Maya Arazi Technical facilitator - Shlomi Antebi

Schuna – a term in Israeli slang used by neighborhood people to describe lack of seriousness, lack of professionalism and  contempt. It is an elitist concept that aims to sanctify institutions and traditions and belittle those who deviate from the path. The project RECLAIMING the concept from a place of respect and appreciation for the neighborhood and its cultures. Cultures that are not properly present in historical, academic, and cultural discourse.
“It’s a stigmatized game between white European culture, which also represents the establishment and tradition in the fashion world, and the characters I met in my family and neighborhood and the culture they bring with them from the empires of the Middle East and North Africa,” says the designer. Its purpose is – consciously – to “make a neighborhood” and sanctify mixing and blurring between all these without reference to the establishment and traditions.
This is a virtual STREET UNISEX RTW collection that in part can not exist in reality. The collection asks questions about the basic relationship of a body-garment in a world where a virtual representation of things is often more important than their actual representation, and perhaps in doing so also challenges the fashion establishment itself.

Photo: Ido Lavie, Adi Segal