VIDEO - Israeli high fashion just got higher after well-loved clothing label Frau Blau launched an innovative new fashion show aboard Hungarian airline Wizz Air’s first flight from Tel Aviv to Budapest last week.
Passengers were kept in the dark about the unconventional cat walk until they boarded the plane, when they were presented with models strutting down the aisle wearing the brand’s distinctive fairy-tale inspired clothing.
The Israeli fashion couple behind the label, Philip Blau and Helena Blaunstein, said they hoped the show would highlight ties between their home country and Eastern Europe, or more particularly Hungary.
According to Frau Blau co-founder and designer Philip Blau, "Our collection is based on popular European fairy tales. And of course of tradition of Jewish European fashion. So I think we created a kind of a link between the hot Israeli clime and European tradition. A lot of very famous Israeli designers have Hungarian roots."
The show comes as part of a campaign by the Israeli Tourism Ministry to promote cultural exchanges between the two countries and encourage visitors from both sides.
"I think that any discussion about Israel shouldn't be a discussion of Middle East, conflict, tanks, bombs, etc," says Israel Textile and Fashion Association Director Ofir Lev. "I think that we have a normal life here. It's a very normative life and country, and we should show that part to the world. The world doesn't know that.
"I think that fashion is in a way an international language and we can speak out any language that we want, but fashion is behind it and we just show the world that we have something else. We have very interesting culture, great food, great fashion."
As models were primped and styled ahead of the show in a small backstage area in Tel Aviv’s Ben-Gurion Airport, passengers little suspected that they would soon be joining the exclusive mile-high fashion club and a very different style of runway.