Fashion & Innovation Brunnei

L’Officiel Arabia: How was your childhood as a fashion lover?

Elad Borenstein: In the town where I grew up there were street shops. In seventh grade, I went with my grandmother to buy a suit and went into one of the street shops called Studio Rose.

The saleswoman was a beautiful woman who was very enthusiastic about me as a child, I went in and chose the suit that Grandma bought. There was a very special connection between the shop owner and me. I would come to her after school and spend all afternoon with her. It started with tidying up the store, then working with the clients and tailoring clothes for them, over time I would go with her to choose collections. This relationship lasted for almost 10 years where I finally ran the store and the entire staff. I gained my first experience there.

Suit BAMOSS SQUARE; Polo SAINT LAURENT.

L’Officiel Arabia: How was your childhood as a fashion lover?

Elad Borenstein: In the town where I grew up there were street shops. In seventh grade, I went with my grandmother to buy a suit and went into one of the street shops called Studio Rose.

The saleswoman was a beautiful woman who was very enthusiastic about me as a child, I went in and chose the suit that Grandma bought. There was a very special connection between the shop owner and me. I would come to her after school and spend all afternoon with her. It started with tidying up the store, then working with the clients and tailoring clothes for them, over time I would go with her to choose collections. This relationship lasted for almost 10 years where I finally ran the store and the entire staff. I gained my first experience there.

L’OA: How did you start your way in the real fashion world?

EB: When I was 21 (2013), I met my ex-business partner who learned fashion Marangoni in London. He had a small studio of Bridal gowns and eveningwear in the main street of Tel-Aviv. I built a very strong strategy for the business which helped us a lot with the local celebrities and the business grew in seven months to a three floors studio in the most beautiful part of Tel-Aviv.

After two years of hard work I decide to open the gates for the world and we signed a contract with Kelly Cutrone (America’s Next Top Model Judge). After three months, we were invited to show in the main event of New York Fashion Week as the first Israeli Fashion house ever. After five years and with 38 point sales all over the world I sold the fashion house and opened Brunnei.

Jeans IRO PARIS; Denim Shirt IRO PARIS.

L’OA: Elad Borenstein, a young fashion entrepreneur to whom things seem to be going very well, what’s your recipe?

EB: I think my path to success is built on the frustrations I went through when I owned the Idan Cohen fashion house.

The difficulties faced by new and old designers are endless and the way to find the solutions costs a lot of money and most importantly it’s a waste of time.

Our firm is specially built to find the most professional and fastest solutions for every designer so that he can fulfill his fantasies without restraint. We combine an entire team in which everyone specializes in something different, and knows how to help the designer overcome the challenges they encounter in marketing, production and customers.

L’OA: Your customers seem to be able to really customize everything according to their tastes, how does the creation process happen?

EB: We meet with the client at a stage that even the sketches are not been done yet. We build the concept with them so that really their collection can express their ideas. Elad sits with each customer after formulating the collection and makes sure that the choice of colors is right, that there are all the required segments in order to be successful and then we accompany the customers at every stage in front of the professionals and make sure that things are done at the highest level.

Our team is divided into departments that deal with the production of wedding dresses, evening dresses, everyday clothes, children’s, women’s and men’s clothing.

Suit BAMOSS SQUARE; T-Shirt DIOR.

L’OA: Brunnei is also online. Have you noticed an increase in sales during the pandemic? How has the behavior of your customers changed?’

EB: The Brunnei Company broke its way during the Covid 19 period. The business owners who were closed were discouraged and from the situation and sought in every way quick and low cost creative solutions in order to preserve their business. We opened entire departments that handled the marketing of businesses through digital, a website that sold their products, celebrities and influencers who advertised businesses and were encouraged to purchase through social media.

During the pandemic, we opened measurement rooms for businesses that could no longer hold their expensive stores and thus reduced costs for a lot of businesses so that they could survive the period.

L’OA: Your business model seems to come from a long way off. What do you think of contemporary fashion? What are your plans for the future?

EB: Brunnei’s main plan is to set up a financing company for designers. Lots of designers are finishing their studies, or have started doing their thing in the fashion industry and have been left without a budget because of lots of mistakes. We will set up a financing company that will flow money to the selected designers in order to build the brand in the right way and together with our connections we shall carry out accelerated development for them. The finance company will enter as a partner in the same brands and thus the same designer will have a strong financial backing behind. At the end of the period, the designer will be able to buy back the shares of the financing company according to the market value it will reach or continue to remain in a multi-way partnership. With this vision, the designers will be able to develop and engage in their core which is the design and not in surviving the economic situation.

L’OA: Nicky Minaj, Jennifer Lopez, Paula Abdul, Nicole Scherzinger and many more are among your clients, what are the needs of a celebrity?

Shirt ETRO

EB: Working with celebrities is very difficult. We as a company try to meet their endless needs. The celebrities work under very hard time pressure, which is why sometimes the requirements are so complicated relative to the time it, takes to complete the task.

The bigger the celebrity, the more difficult the requirements are usually because they always try to be as original as possible.

At the end of the day, the celebrities give a tremendous platform to the designers and the exposure is multiple. One famous enough to make an anonymous brand successful and in question.

Working with the celebrities is also accompanied by a lot of disappointments, there are lots of times that people make clothes and work on them day and night and at the end of the 90th minute they decide not to wear because they have a more suitable option.

Working with them requires a lot of patience but in the end when you try repeatedly, the result pays off.

Following peace agreements with the United Arab Emirates, Brunnei was chosen for the first time in history to choose which of the Israeli designers will represent at Dubai Fashion Week to be held in October 2021 in the presence of the Royal Family and 30 ambassadors from around the world.

Elad Borenstein examined a lot of designers and finally chose 30 fashion houses from Israel that will arrive in an organized delegation.

I would be happy to say that I built something that became within four years a prominent name in the world of wedding and evening dresses all over the world. A brand that opened 38 points of sale, whose clients included Jennifer Lopez, Nicki Minaj and many other great ones.

The fashion house was chosen to be the first Israeli fashion house to present at New York Fashion Week. And is considered a tremendous achievement because of which we received a certificate of appreciation from the Dominican Republic for being a guest designer also at their fashion week in memory of Oscar de la Renta.

You can register that the person who discovered Elad Bornstein was Kelly Cutrone, the tough judge in America’s Next Top Model and she was my agent in the first two years of business activity.

In October, Elad is bringing to Dubai 30 Israeli designers to World Fashion Festival Dubai who will present their collections for the first time in the UAE.

Suit BAMOSS SQUARE; Polo SAINT LAURENT.

Credits:

Talent Elad Borenstein
Photographer Shai Franco
Styling Eyal Hagbi
Hair Lidor Hadida
MU Tali Moas

sourcing: lofficielarabia

Leave a Comment

Your email address will not be published.

Shopping Cart
Skip to content