(photo credit: ELLA MANOR)
As some of you may know, Motty Reif is the larger than life producer and creative director who single-handedly initiated the reincarnation of fashion week in Israel three years ago upon his return from LA. Motty is not new to the fashion or production worlds, starting out as a young model who arrived to Tel Aviv from Haifa in 1988, 23 years old, full of passion for fashion and a remarkably strong entrepreneurial spirit.
In 1991 Reif started producing and directing fashion shows for brands such as Castro, Oberzon and Tovale.
He also produced new perfume and other luxury product launches. In the late 90’s Reif made a career switch to television production, including reality shows, the fashion awards ceremony and later on movies.
He spent eight years in LA still working as a producer and director for fashion events, television and movies, to come back to the holy land three years ago in 2011. This is also when he decided to recreate fashion week in Tel Aviv.
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