FASHION. ART. PASSION

Tovale+

By fashion designers and artists Tovale & Naama Chasin

Tovale+ is not merely a fashion house—it’s an artistic sanctuary where fashion meets fine art, where each garment is a unique expression created by the hands of skilled artisans who understand the profound connection between wearable art and personal identity.

Tova Chasin, a leading Israeli fashion designer, launched her first designs under the brand name “Tovale” in the late 80’s when she opened a small shop in the center of Tel Aviv. A few weeks later, clients were lining up at her door in hope of owning an original Tovale piece. The word spread overnight: Tovale had made her mark in the Israeli fashion scene, a mark which enhanced year by year within the next 40 years, forming a solid, loyal clientele addicted to her distinctive creations.

Born and raised on a Kibbutz, Tovale spent her childhood in the fields and orchards, far away from the schools which expelled her on account of learning disabilities. These are the childhood scenes where her dreams were woven only to come alive in her designs years later. This unconventional background as an autodidact with no formal education in design ultimately became her greatest strength, allowing her a true advantage in the design process, eventually turning her into one of the most prominent pioneers in the Israeli fashion scene.

Every Tovale+ creation is meticulously handcrafted, ensuring no two pieces are ever identical. Each garment tells its own story through careful stitching, personalized embellishments, and artistic details that transform clothing into wearable masterpieces. The designs created by Tovale are rich in exquisite fabrics, frequently detailed with hand-sewn embroideries, gems, or intricate beadwork. Her collections include handmade accessories such as belts, bags, shoes and face masks.

In 2012, Naama Chasin, a renowned designer and artist in her own right, joined her mother, establishing the new mutual label, Tovale+. Naama, a graduate of the Fashion Institute of Technology in NYC, designed under her own label, Tovales, for almost 15 years before the two decided to join forces, creating a unique mother-daughter creative partnership that bridges generations of Israeli artistic expression.

Naama brings additional artistic dimensions to Tovale+. An accomplished ceramicist preparing for an upcoming exhibition, her sculptural sensibilities influence the structural elements of their designs. Meanwhile, Tovala creates striking collage photo works that often inspire the patterns and visual narratives found in their collections.

The Tovale+ atelier functions as both workshop and gallery space, where garments hang alongside art pieces, blurring the line between fashion showroom and exhibition. This reflects the Chasin philosophy that true fashion transcends trends and enters the realm of collectible art.

While The Tovale+ designs maintain the notorious Tovale signature, each collection is innovative and surprisingly creative, corresponding with the surrounding environment, attentive to political and social shifts, and deeply rooted in the rich cultural landscape of Israel.

Tovale+ invites connoisseurs who appreciate the artistry of fashion—particularly the unique character of Israeli design—to experience clothes as more than garments, but as expressions of heritage, craftsmanship, and artistic vision.