Come on, it was only a matter of time before Amit Farkash landed a fashion campaign. Over the past year—and we’ve talked about it here quite a bit—the actress began pumping out fashion and lifestyle content on her Instagram account. More than once, she shared with her 136,000 followers her desire to share more about her daily life, casual looks, and all kinds of goodies under the endless beauty category. As you may recall, since the start of the war in Gaza, she gave us months of her own basics under the fashion brand she owned alongside her colleague Lider Lamberg, Sun & Lilies—until she announced it was shut down immediately at the end of last April.
Now, the Israeli fashion brand Plan B is proud to announce a new collaboration with Farkash—her joining as the official presenter of the brand. The first campaign starring her was shot at her parents’ house—an intimate and emotional location that connects family values, simplicity, and the human warmth that also characterizes the brand. As you may recall, Amit is the younger sister of the late Captain Tom Farkash, who fell in the Second Lebanon War, and since then, the family has remained in the public consciousness and itself endured scandals we’d rather forget out of shame (including clashes with Likud activists).
“Amit represents for us the modern Israeli woman—someone who seeks comfort, quality, and style, without compromising on her authenticity,” said the brand’s management, which offers modern and accessible smart basic fashion. “The connection between us was born naturally, and we’re excited to embark on a shared journey together.” The summer campaign she will promote showcases the new pieces for the hottest season of the year—with flattering cuts, refreshing colors, and items suited for every moment of the day.
