WE HAVE A LOT TO BE PROUD OF, ATA'S FAMOUS BUCKET HAT THE "KOVA TEMBEL" IS NOW FEATURING AS PART OF A NEW EXHIBITION AT THE MOMA IN NYC. WE TALKED WITH YAEL SHENBERGER, ATA'S CREATIVE DIRECTOR ABOUT THE EXHIBITION, HER INSPIRATION AND WHAT'S NEXT FOR THE MOST ISRAELI BRAND
AN INTERVIEW WITH YAEL SHENBERGER, ATA'S CREATIVE DIRECTOR
How did the Israeli bucket hat (AKA- Tembel hat) get into the MOMA?
Obviously, there were thousands of items that were suggested to the curator’s deputy, but only 111 items got in.
The selection process lasted over a year, at first Yaara Keidar, an Israeli curator who lives in NYC, told us about the upcoming exhibition and has told the MOMA's curating department about ATA’s story. We then sent the selection committee information about the company, its history and some examples of our bucket hats. I followed up with them every few months to check our status, and gladly- finally we got the confirmation!
You came here, to NYC, to see the exhibition. What were your thoughts?
I think that the curator did an amazing job, it is a very well- done exhibition. What I was impressed with in the exhibition is the number of layers that each item represents, the exhibition reveals the depth of the presented items which have become part of everyone's life.
You can say it is a fashion exhibition, but in my mind, it is more of a culture exhibition.
Another thing I liked in the exhibition is that there is no hierarchy between the artifacts among items that you might consider as “low” fashion, bought in markets and others you might consider as “high” fashion made by the top designers such as Chanel, Donna Karan etc.
The topic of the exhibition is “Items: Is Fashion Modern?” What is more important for you in ATA’s designs today, to preserve the past or to bring something new, modern and trendy?
In my opinion the garment must come first and fashion second. You can wear “non- fashionable” clothes and still look very fashionable. If the item is with an excellent quality, aesthetically good and effortless than you have an item that is priceless and can be used over time.
I keep on having a dialog with ATA’s past, I try to create an esthetic language from one side and combine it with fabrics and tailoring that have an existence that is longer than what fast fashion has nowadays.
When I started to design for ATA I researched the brand’s values as it interests me much more than doing research only on the type of designs or the kind of buttons ATA had used. I was curious why people bought ATA and I have realized that people truly wanted to buy quality clothes in the past.
For me, trends make us all victims- by wearing a trendy item you are enforced to a certain style and next year or even next season you will be enforced to wear a different style.
What do you think define Israeli Fashion today?
I believe the environment we work in is not necessarily based on location. As Israelis we expose to everything that is going on in the world.
But, I also believe that that no matter if you aware of it or not, the DNA of a place really effects the process of creation and esthetics.
What’s next for ATA?
To continue to evolve, grow, be better and expand, even beyond Israel.
More about MOMA's Exhibition- NYC
MOMA 's new exhibition; "Items: Is Fashion Modern?" explores 111 items of clothing and accessories that have had a strong impact on the world in the last two centuries.
It is Moma's first fashion show in over 70 years!
The exhibition is big (the whole 6th floor of the MOMA) and among the pieces presented there you can find Levi’s 501s, the Little Black Dress, sari, the pearl necklace, the kippah, and the keffiyeh (and of course our bucket hat!)
According to Moma's website the exhibition is "Driven first and foremost by objects, not designers, the exhibition considers the many relationships between fashion and functionality, culture, aesthetics, politics, labor, identity, economy, and technology" I totally agree with it. Don't just come to see the items, read the signs too to learn more about the cultural aspect of each one of them!
When: Now till January 28th, 2018
Where: MOMA- The Museum of Modern Art, NYC
ATA's story in brief:
ATA the first Israeli textile and design company was established in 1934 by the Moller family. Before the establishment of Israel, they produced uniforms for the British military and later on they created clothes with a more "worker's attire" that were worn by the early settlers.
ATA was known for its great quality and back then everyone including David Ben- Gurion, Israel's first Prime Minister, wore ATA which was known as the "National wardrober", .
The company closed in 1984 and recently the brand re-opened by Shahar Segal. Today their collection has nostalgic items with a modern twist.