A Common Dream.
Photography by Merav Ben Loulou
Interview by Ursula Lake
Make meets the trio behind Israeli handbag pioneers Complét to hear about their working process and their inspiration.
Q.Tell us a bit about how you all met and how you started the company.
A. Sivan and Leonora met eight years ago whilst working in the local Tel Aviv fashion industry. Their relationship was founded on mutual respect and a common vision. After launching the brand, Emily joined to help bring Complét to the world. In a way, Complét celebrates our journey through life and how three unique girls found each other to realise a common dream. We like to tell the design story of our bags, showing the practical details of functionality that are found throughout the collection, while we feel that the end designs complete any woman’s look.
Q. There are three people that make up Complét, how do you divide your roles?
A. Sivan is the designer, creating new styles all the way through to the production of each collection in our Italian factory.
Leonora is the creative director, handling the brand’s visual online presence whether it’s the website or social media. She is in charge of our local market, based in Tel Aviv.
Emily handles all the strategic international development and the wholesale element of the brand. Our different strengths and areas of expertise came together to build the foundation of the brand and continue to implement our strategies and creative approach.
Q. What would you say influences your designs the most?
A. Strong independent women are a major influence for us. We are mostly inspired by women of previous generations: like Jacqueline de Ribes, Lauren Bacall, Bianca Jagger, Chloe Sevigny and Lou Doillon. They portray a life of style that is uniquely their own. A style that was developed over time, with a unique character and charisma. Women who are not afraid to express themselves in a modern and effortlessly individualistic way. Naturally, we constantly rediscover our surroundings at home and our travels.
Q. Do you have a muse or a dream idea of the woman that you design for?
A. We understand the contemporary market; we are those customers. We wanted to introduce a product that all kinds of women can wear, regardless of age and a style that isn’t defined by labels. Our dream woman is contemporary, playing with the classic sense of style and making it her own.
Q. Does coming from Tel Aviv have an influence on the brand?
A. The local scene is alive with creative energy and entrepreneurial spirit; it effectively gave us the courage to share our brand with the rest of the world. That being said, we may be based in Tel Aviv but really, we are citizens of the world. Tel Aviv’s unique innovative approach and eclectic social mix are part of the reasons the city is so appealing to outsiders. Social media and design platforms who showcase global talent have helped pave the way for international market expansion. Many of the local designers are also graduates of Shenkar College and there is a lot of local talent.
Tel Aviv has an eclectic style and is filled with colourful, fashion–savvy individuals. Since it is a city on the Mediterranean, the climate and unpretentious lifestyle are key factors in everyday dressing. With the rising local design scene, there is an element of modern detailing, minimalist yet not too serious.
Q. How do you incorporate sustainability into your designs?
A. Firstly, our manufacturer practises sustainability in the workplace. This means they provide an ethical and fair workplace in terms of safety, health and personal wellbeing. They also ensure environmental consciousness to minimize impact in regards to the raw materials that are used. We use real leather but we are looking for creative ways to implement recycled materials and more alternative materials and incorporate them into future collections.
Q. Does social media influence what you do or have a real impact on your work?
A. Social media is undeniably influential for independent brands looking to reach broader audiences. We see it as a tool to help the world see us and for us to see the world, what women are excited by and how they are shopping as well as allowing us to engage with brand ambassadors in the US, Europe and Asia. Everyone from Jenny Walton and Thora Valdimars to Linda Tol and Celine Dion have worn our bags thanks to and for social media content. Even stores who now carry our bags credit Instagram to lead them to us. This is the new reality and we’re on board with it!
Q. What are your plans or hopes for the future, are you planning to move into clothing or other areas of the fashion industry?
A. Our vision is to continue to develop our e-commerce and stay close to our customers providing the best possible customer relations. We are embracing the future of retail and the unknown. While we are currently selling direct to customers via our e-shop, we continue to work with opinion-leading multi-brands and online retailers. We still covet the idea of our customers being able to touch and feel our product. In addition, we want to expand our product lines and grow our focus on sustainability.
Q. The theme of this issue is ‘Classic’. What does Classic mean to you?
A. When we think of classic, the word “timeless” comes to mind. Design that transcends past trends or fads. Our Valery Mini satchel is our version of the classic envelope clutch while the signature bracelet handle lends a modern and creative finish.
Q. If you weren’t working on Complét, what would be your other dream jobs?
A. We would love to work in an environment that adds value and empowers women in the areas of design, aesthetics and the arts.
Complét bags are available online at www.complet-o.com
Or at Browns and other retailers worldwide.
