Even in the gym: Maskit goes out in the active collection

The veteran Maskit fashion house, which these days is celebrating its 70th anniversary, decides to join the trend and launches an active collection. This is the first time that the fashion house goes beyond the boundaries of high fashion, and presents a sporty and everyday collection.

If this sounds like a surprising step to you, then it's not really. Recently, many fashion houses have zigzagged into the world of sports, mainly due to changes in our lifestyles and the recent Corona period. Maskit's connection to Spur fashion comes this time from Sharon Tal, the head designer of the fashion house and who also happens to be a yoga teacher.

In this case, Tal tried to combine two loves: sports and fashion.

The result - a practical and chic collection. One that can be fun to accompany you throughout the day. Also, the collection is made of dry-fit fabrics and includes details that can be used to create a total look.

Tal: "I had a dream to bring Maskit to the active worlds that are so close to my heart, in today's world the combination of active fashion and street fashion is almost inevitable and the combinations allow flexibility and above all suit our customer's lifestyle. I'm happy to say that this is the first time that Beit Maskit in its seventy years has launched an active collection and it's a great feeling.'

The campaign that accompanies the collection was created by the fashion house with the Israeli startup company Botika. The campaign showcases the collection using images all created by artificial intelligence. The campaign combines the history of the fashion house with technological innovation, bringing the past and the future to meet in one impossible point.

Prices: NIS 490-250, on the website and in stores.