Thursday, May 06, 2010

photo shoot on a roof

Today I spent half the day on a Tel Avivian rooftop helping with a fashion catalogue photo shoot for the local label ShuShine. Amit was the photographer - his first time shooting a catalogue, and I was giving him a hand.

There was clothes, shoes, accessories, a large cat, make up, hairstyles, schnitzel, hummus, tehina, and lots of large cameras, but what I enjoyed most was being on the roof top and peering over the white rooftops of Tel Aviv.

Fashion, models, and the gorgeous Tel Avivian rooftops

It is a strange landscape - most buildings are about five stories high, with a flat tops glittering with solar hot water heaters. Over 90% of Israeli homes have solar hot water heating on their roof tops (1). Australia, in contrast, has a measly 5% of homes using solar hot water systems, which seems fairly ridiculous considering it is the continent with the highest about of solar radiation(2)! And heating water accounts for about 30% of your home electricity bill, so Israeli electricity bills are tiny!

You can see the hot water heaters on the roof (and a beautiful dress!)

It is true that on occasion (rarely) the sun doesn't shine here, and then we have to remember to turn the boiler on so we will have hot water. I have been stuck without hot water in the morning a few times, and that is something I really don't like - no hot water in the morning makes for a grumpy me.

Another thing about the skyline of Tel Aviv is that it's so random. There are a few skyscrapers, but there is no order to them, they are dotted all around the city. They are not very interesting to look at. The real highlight of this city is the masses of white apartment buildings, mostly with Bauhaus and minimalist architecture, mostly dilapidated and covered in electrical wires, but there is so much charm in that.

one of the random skyscrapers in the background

Getting back to fashion and the photo shoot, it was Amit's first photo shoot, but he really enjoyed it and there are some amazing pictures, as you can see. The designer, Shira, is super lovely and great to work with. I am amazed by people who can turn their ideas and creativity into designs and fashion, who can see their vision being worn by people.

You can see some more photos from the photo shoot in this gallery.

Great t-shirts, complete with Radiohead reference
Amit with his new toy - Canon 5D

Me with Shira's business card, the ShuShine label

Update 8 May

You can buy the new ShuShine summer collection at the following locations:
רד מאונטיין - שבזי 31 ת"א
ענת מיקולינסקי -דיזינגוף 121 ת"א, קניון רמת אביב
מאיפה זה? - בוגרשוב 57, ת"א
ONE BEDROOM - מרגוזה 12 יפו
אמילקה -סוקולוב 63 רמה"ש
אמילקה - אחוזה, רעננה
ריפ - הרצל 142, רחובות

You can find ShuShine on ebay as well

1 comment:

  1. love the article Jo!
    Thanks so much