The Maskit fashion house is launching, for the first time in its history, a men’s and unisex collection created in collaboration with leading Israeli photographer Shay Franco — a prominent fashion and branding photographer in the local industry, with international experience thanks to his work abroad as well as in Israel, known for his artistic, sensitive, and meticulous style behind the lens.
Right after the surprising collaboration with the minimalist brand COS, Franco strikes again and manages to surprise from a different direction, as the new collection with Maskit is inspired by the photographer’s personal style; masculine, clean, and sharp, where every detail carries meaning. Together with the design language associated with the house designer, Sharon Tal — haute couture tailoring, meticulous attention to the smallest details, uncompromising material quality and an aspiration for timeless creations — a collection was born that blends the worlds of photography and fashion, and connects precision, softness, and gender-fluid aesthetics. A field that is increasingly becoming “a thing” in social media trends, as well as in “real” life outside the small screens.
The collection includes 12 clothing items in a wide range of colors and materials: Tailored suits, men’s shirts, T-shirts with prints and embroideries from Franco’s photography world, trench coats and bomber jackets with surprising elements, alongside silk scarves with original prints created from his photos. One of the unique touches that give expression to the photographer’s work alongside Israel’s most famous personalities throughout his extensive career is the clothing labels. The labels are accompanied by artistic photos of Eden Fines and Nibar Madar, who gave their consent to integrate their likenesses into this capsule collection.
“Working on this collection with Maskit was for me a defining moment, like opening a secret door within myself,” the emotional photographer tells us. “We took the Israeli man as I see him: Sensitive and strong, precise and wild, gentle and full of presence. The connection with Sharon Tal and Liora Zak (the brand’s VP of commerce) allowed me to take my personal language one step further and create clothes that are quiet yet full of presence, precise yet remain open to breathing.”
According to Sharon Tal, Maskit’s designer, working with Franco — who has already photographed their collections for several seasons — was a natural meeting between fashion and photography. “The collection we created is a men’s collection — which women can totally wear in style, and it is accessible to both genders. We created items that speak to both her and him, with Maskit’s precise cuts and Shay’s amazing photographs.”
The collection will be available on the brand’s online store and in the fashion house’s boutiques, at a wide price range (NIS 399–NIS 1,790).
