ככה זה קרה

Hey, Yael here, I am a partnering founder and ATA’s fashion designer since we rebranded in 2016.

 My partner.Shahar Segal is a film and commercial director, a visionary, with whom I’ve worked alongside for many years. We met on set, when I worked as a costume designer and stylist. In 2011, he visited the ATA exhibition at the Eretz Israel Museum, and contemplated how it could be that ATA had disappeared from our lives. Shahar being Shahar, didn’t waste any time, and this is how the new ATA was born. Having worked with him for years I had no doubts about a collaboration and knew that I was the right designer to weave together this transformation; the renovation of our factory and the cultural reawakening to enlist the marvels created by the labour and dreams of our parents and grandparents.