Born and bred in Jerusalem, Friedman, 35, graduated from the fashion design program at Bezalel Academy of Art and Design. Four years ago, she opened an eponymous shop and studio on “fashion row” across from the original Bezalel campus.
“It was my dream to open on this street because my mother used to take me from store to store here when I was small,” Friedman said.
She also carries jewelry created by two friends and by her husband, fellow Jerusalem native and Bezalel graduate Yitzhak Abecassis, head of the accessory department of Tamnoon, the only Jerusalem-based mass-market fashion brand.
An artist at heart, Friedman paints on some of her creations. “I’m trying to look at my garments as a canvas,” she explains.
She uses natural fabrics like cotton and linen “with a little bit of Lycra for flexibility” and describes her designs as “very minimalistic. I don’t want the garment to take over the person. I want it to be a dialogue. My clothing is classic with a twist, designed to flatter the body and to be very practical for day and evening.”
Friedman includes pockets in every garment she makes. That’s a rare utilitarian bonus in women’s fashion.