What began as a birthday tour in the Binyamin Regional Council quickly turned into one of the week’s most viral moments — all thanks to a headscarf.
American Jewish influencer Lizzy Savetsky, who has become one of Israel’s most visible online advocates since Hamas’s October 7 terror attack, celebrated her 40th birthday with a visit to the region. During the tour, Eliana Fenstein, head of Binyamin’s international desk, showed Savetsky how to tie a traditional settler-style headscarf — known in Hebrew as a tichel.
American Jewish influencer Lizzy Savetsky
“I love accessories!” Savetsky exclaimed as Fenstein wrapped the scarf around her head. The result quickly won over social media: Savetsky posed proudly for the camera while joking that she might move to a settlement. “Guys, this is settler chic!” she announced in the clip, which has already gained over 130,000 views.
The influencer captioned the video: “In response to the keffiyeh, I’m bringing my tichel — designed by my settler queen, Eliana. Should I make it mainstream in New York?” Thousands of fans responded enthusiastically, calling the look “fascinating,” “fierce,” and “the perfect blend of faith and fashion.”
Savetsky, who first gained fame as a fashion and lifestyle influencer, has in the past year emerged as a leading pro-Israel voice online, using her platform to fight antisemitism and advocate for Israel. Her outspoken activism has come at a cost — she and her family have received death threats — but she remains undeterred.
Her visit to Binyamin included a surprise birthday cake and a tour highlighting the region’s historical and strategic importance to Israel. Still, it was the headscarf moment that captured the internet’s attention — a blend of fashion, faith, and identity that resonated with audiences far beyond Israel.
Now, many are asking: Will settler chic make it to the streets of Manhattan? If anyone can make it happen, it’s Lizzy Savetsky.