Kornit Fashion Week has returned to Tel Aviv, highlighting how collaboration between technology and fashion can elevate sustainable production and consumption practices all over the globe.

The event took place between 28 March and 1 April, with an opening gala hosted by supermodel Bar Rafaeli and Tel Aviv Fashion Week founder Motty Reif.

More than 40 fashion designers presented their work, with the event as a whole demonstrating how collaboration between digital printing technology and fashion can benefit the planet and the consumer.

‘A decade ago, I started Tel Aviv Fashion Week in order to promote our local talent internationally,’ Mr Reif explained. ‘For the past five years, we’ve been a driving force behind inclusivity in fashion, and now we are tackling the industry’s most pressing issue of our time and joining forces with Kornit in order to make production more sustainable—startup nation technology meets fashion, to change the world together.’

Kornit Fashion week returns to Tel Aviv

Examples of work by Vivi Bellaish, created using Kornit technology

Fashion is leading the e-commerce revolution (apparel represents the top category for online sales) and changing consumer behaviour is permanently disrupting traditional fashion cycles and creating a significant opportunity for on-demand production in the fashion world. Digital printing represents the best way the industry has of achieving true sustainability by producing only what is sold, eliminating overstocks, cutting down on wasteful shipping and transport, and eliminating waste and pollution of natural resources.

‘For more than a decade, Kornit has led the charge for on-demand production,’ said Kornit CEO Ronen Samuel. ‘Our innovations ensure fashion designers can deliver brilliant designs, limitless colour combinations, the finest hand-feel, and unparalleled durability, all while changing the game with production practices that are simultaneously more profitable, more responsive to spontaneous and shifting demand, and more eco-responsible. 

‘I couldn’t be prouder to present an event that is widely recognised as a beacon for global movements and agendas and demonstrate how diversity and individual expression can be enriched and celebrated hand-in-hand with our shared vision of a more sustainable world.’

Other key parts of the event included a show from Israel’s Shenkar College fashion department where second, third and fourth-year students showcased what they had produced using printing technology. There were also collections from fashion designers including Alon Livne, Victor Bellaish, Shahar Avnet, Dorin Frankfurt, Lara Rosnovsky and Sasson Kedem.