OfraStyle

OfraStyle: Helping Women Look Great, Feel Comfortable [VIDEO]

Offering comfortable, convertible women’s apparel, OfraStyle can turn casual, everyday fashion into elegant, evening wear.

Born and bred in Israel, designer Ofra Aricha combines her love for colors and fabrics with a need for practicality. With this combination, Aricha was selected as one of 12 emerging designers for this year’s Phoenix Fashion Week.

“I had a strong love for colors and fabric combinations from an early age,” Aricha says. “When I was 10, I went to my mother’s closet, cut out all the garment labels and made a pillow from them.”

Her emphasis on practicality stems from her cultural background and her personal preference.

“In Israel, you have to be very practical,” Aricha says. People want to be able to exercise in the morning and then go to a movie with friends in the afternoon, without changing clothes, she adds.

For instance, classic, simple black pants can be transformed into an even classier black jumpsuit after some folding. Each design offers versatility to fit multiple occasions.

While focusing on convertibility, OfraStyle upholds comfort. The garments are derived from internationally-sourced, custom-made fabrics, making them soft and complementary to the body.

“You don’t have to be uncomfortable to look great,” Aricha says. In fact, OfraStyle’s motto is “Look Great! Feel Comfortable!”

And, Aricha’s clothing is for everyone. OfraStyle customers range from women in their 20s to mid-50s.

Currently an online boutique, Aricha and business partner, Lisa Miller, plan to take things to the next level.

“In Israel, I did everything by hand, but I see that it’s different here,” Aricha says. “I recognize that in order to go global, I have to change with the fashion world.”

In an effort to grow, OfraStyle has paired up with a producer in Los Angeles to mass produce the clothing. Aricha has high hopes to take the brand to Nordstrom’s as well as to high-quality boutiques in the Valley.

“The goal is to have OfraStyle in 100 stores in one year,” Aricha says. Phoenix Fashion Week is preparing them for the exposure.

OfraStyle will be given different opportunities throughout the ongoing event to prove why their design should be selected as No. 1. But, Miller says it’s more than just having the best design. “You have to know how to use business techniques,” she adds.

The first challenge will be held on August 10 at Talking Stick Resort in Scottsdale. Models will hit the runway wearing brands from the emerging designers’ collections.

“It’s definitely keeping us on our toes, but we are very excited for it nonetheless,” Miller says.


OfraStyle’s Ofra Aricha discusses her convertible clothing, and more:


Video by Kristine Cannon


For more information about OfraStyle, visit ofrastyle.com. Or, follow OfraStyle on Twitter at @ofrastyle, and “like” OfraStyle on Facebook for updates on other events.