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comme il faut, the Tel-Aviv based fashion house strongly believes that when you create, advertise and sell, you make a stand. Over the years the company’s feminist agenda has been embedded in every part of the creative process.

2012 was a special year, celebrating the brand’s 25th anniversary.

The interactive exhibition “CHOOSE, TAKE OUT, KEEP” was designed as a timeline displaying over 100 images from campaigns and photo shoots since 1988.

The visitors were invited to choose their favorites and collect them into special envelopes they received when they arrived.

Designed by Michal Granit in colaboration with Carole Godin
Photographs by Yael Ilan