“I recognize a trend in my clients, a longing for a more dressed but not grandiose and exaggerated look. The desire to come back to life, to get dressed,” says Hila Toledano, 36, owner of the TOLEDANO handbag brand. “We go back to dressing but the desire is to maintain practicality and a calculated purchase. My audience sees the bag as a kind of jewel, an item that upgrades the look.”
The brand that has become a favorite of Slavs and one of the most coveted bag brands in Israel has undergone many changes in the last year and Toledano says that something has changed in the collections themselves – “I prefer to work now with smooth grains with a gently grained texture over the lizard prints identified with me. Smooth skin was important to me. The color palette was important. I added new shades to my selection of colors: orange, bluish with a touch of lavender, deep green, sand color. A color that simulates going out into the sun that paints everything in a lighter and happier glow.
For the summer, I designed straw and leather bags in two sizes that can accompany us during the day and the largest of which is also suitable for the sea. The oversize canvas bag is called JACOB returns to the collection – and every such bag purchased, NIS 50 is donated to GREENPEACE ISRAEL – for the sea and beach cleaning project. “
“In the last year, the strategy has been to release a new drop every few months,” she says. The collections include handbags in different cuts, Bucket handbags in different sizes, limited edition models with wicker handles that give them a vintage look, classic shoulder bags, such as the AUDREY, a handbag she designed for the brand’s tenth anniversary, in which the clasp is a gold-plated horseshoe. “Along with hard leather bags, I now also like to work with soft skins, ones that take on the shape of the body when carried. My designs reflect my dreams, the places I traveled and the ones I still want to see. I design the bags with comfort in mind. “They will be lightweight and can be carried in a variety of options to suit any situation.”
TOLEDANO’s story began in 2008 after a trip to Argentina that changed all the cards.
“I did not study fashion design at an organized institution, I learned in the process, and especially from hard work and a great love for my work,” Toledano shares. “After the army I traveled the world and came to Argentina, an unplanned trip so I was spontaneous. In El Bolson I liked to visit markets where Native American handicrafts were sold, and at one of the fairs I met an Indian who weaved handbags – you could choose the colors of the laces, the decorations and the color. I stood and looked at it at work and I was just fascinated, I wanted to sit there instead. When I returned from the trip I worked in various positions at international fashion brands, so I found myself looking for a bag for everyday and did not like what stores had to offer on a budget I had. “I grew up in Moshav (Zoran). I was looking for something less discarded. I started groping in the field of production, bought skins and designed bags for myself. I found a” leather man “in Jaffa who taught me the craft. Companies were enthusiastic and asked me to make bags for them as well.
“In Argentina, I experienced many horse rides, where the idea of the horseshoe symbol was born. Something in the shape of the horseshoe excites me, even before I knew I would have a brand, I decided that if I had a business, it would be its symbol. Horseshoe symbolizes luck and abundance in different cultures. trim”.
Ten fingers, a Japanese knife and a lot of desire
“My brand was established without investors or partners and was built with ten fingers,” Toledano shares. “And the most challenging part was when I decided to open a studio, which is also a sales space, where the models are developed and cut using traditional methods, with a Japanese knife without computer intervention, with leather artists working with me from the beginning. Persistence, involvement and high level of finish continue to challenge me. As a young designer without any financial backing, the road was not easy, the banks in Israel piled difficulties on brands in the beginning and I found myself struggling with them over and over again, because I did not agree to compromise on the quality of skins or work.This time the state and banks support and encourage Israeli fashion and production. Old ones I found in Europe, of metallic details (METAL DETAILS) that have undergone a gold plating, in a limited edition of course.These are things that give my bags their special character, I did not give up and will not give up, because they are what make my bags mine.
“The brand maintains its values in the work process, from choosing quality leathers, handcrafted blue and white, meticulousness and design characterized by a classic line – one that is not banal, with my twist, incorporates leather cuts with a Japanese knife that are seen on the edge of the bag.
price range: Wallets from 1180 to a bag of 2880 NIS
By appointment at the studio – Rambam 5 Tel Aviv. In the online store: www.toledano.studio
Source: Maariv.co.il – אופנה by www.maariv.co.il.
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