Shifting gears
In the precise connection where the heartbeat of sport meets the rhythm of the street, the PUMA brand reveals its summer collection, and the boundary between the running track and the runway has never been more blurred. While the fashion world re-embraces the athletic aesthetic, PUMA is shifting gears with collections that combine iconic nostalgia, futuristic technology, and collaborations ranging from the worlds of gaming to cinema.
The collection marks the return of the Low Profile – thin, minimalist, and precise shoes. Models such as Speedcat and H–Street, inspired by the worlds of driving and motorsports, are becoming a must-have item in the urban wardrobe. The eternal icon PUMA Suede returns to center stage in contemporary adaptations, proving that a classic from the 70s is the most correct way to walk.
The new collections are a mosaic of pop culture and performance: From a fashion perspective, a collaboration with the premium brand Represent provides a luxury interpretation of the basketball world with wide cuts and technical fabrics. From a cinematic and nostalgic perspective, capsule collections with Pokémon sit alongside pure adrenaline in a collaboration with "Fast & Furious." From the HYROX division for hybrid training to the unveiling of the new Portugal national team kits for the World Cup, one sees a combination of national heritage and advanced moisture–wicking technology.
The brand's worlds connect under one roof in the brand's new flagship store in the BIG FASHION Glilot complex, designed with the Field of Play retail concept. This is not just another store; it is a 360° experience in a designed and dynamic space with over 400 different models. The store offers a full glimpse into the brand's new vision – a place where edge performance meets lifestyle; a first opportunity to experience the forefront of innovation at an international standard, moments before the models conquer the streets.
Double fashion
As home fashion leaves the room and enters street style, Femina launches a versatile summer collection that moves between romantic softness and glam, in a color palette of beige–pinkish, smoky pink, cloud blue, soft light green, and classics of black and ivory.
Among the worlds of inspiration:
Valley of Dolls: A nostalgic–romantic vibe inspired by vintage dolls, combined with delicate lace, mesh fabrics, pointelle, and viscose in a clean, precise, and mature look.
Dark Glam: The world of lingerie reaches fashionable and edgy realms with hooks, metallic elements, corsets, and items that work as underwear and as fashion pieces.
Nightwear Soft Romance: Nightwear made of semi–shiny, pleasant satin fabrics and a feminine touch of delicate lace.
Soft Summer Knit: An emphasis on light and summery comfort with a Seamless capsule in soft knitting without internal seams, bralettes in various textures, and panties in diverse cuts.
Alongside these, matching bras and panties are offered, from lace push–ups to balconette models combining lace and shiny satin, along with complementary summer items such as summer socks, slippers, and flip–flops, which continue the relaxed and fashionable line of the collection.
Mesmerizing night
At the moment when the evening melts into the night and the last light fades elegantly, Serge Lutens launches La Nuit Tombée – a mysterious, quiet, and mesmerizing chypre fragrance like a nocturnal mist spreading across the earth. The new perfume captures an elusive moment of intimacy and restraint, between memories and deep silence. The scent is refined yet possesses a dramatic presence that reveals the identified signature of Serge Lutens: Dark sophistication wrapped in notes of frankincense, patchouli, and cedarwood – a combination that creates a woody, warm, and mysterious depth that remains on the skin like an echo of a long night. The fragrance joins the brand's Noir collection, which embodies its DNA: A world of complex scents, rich in nuances and uncompromising in their quality.
The white revolution
Has the Holy Grail of hair straightening been found? Anyone who dreams of straight hair knows the exhausting dilemma: The polished look versus the fear of health damage. In a breached market where the word "regulation" is sometimes merely a recommendation, Yaniv Shoshan (the CEO and owner of Lee Investments) decided to break the rules of the game.
The result? The landing in Israel of the Brazilian brand ARGILÁ, which brings with it not only straight hair but primarily peace of mind for customers and hairdressers. Forget about formalin, harsh acids, and the familiar burning in the eyes – the next generation of straightening arrives in nano–plastia technology based on white clay from the Amazon and Murumuru oil; a clean formula that has won the strict quality seal of Obelis – the largest regulatory body in Europe.
The true news of ARGILÁ AMAZÔNIA is the flexibility: It does not impose one look, and the formula allows the hair stylist to choose between volume reduction and gentle order or full and powerful straightening. And the good news: For blondes and those with lightened hair, there is finally a straightening treatment that maintains the precise shade, without fading or yellowing of the hair and without stinging in the scalp. This is a story about the connection between the power of nature from the heart of Brazil and strict control and international standards. When science meets the Amazon, the result is soft, shiny, and healthy hair exactly as you always dreamed, just without the small print.
Smooth future
Forget what you knew about skincare; the beauty world is undergoing an earthquake and the new term you must know is regeneration – the skin's ability to recover and rebuild itself. Dermalogica launches Phyto Nature E2 – a breakthrough development that corresponds with Bio–hacking and Longevity, the hottest trends in the scientific world. This is not just another serum, but a powerful combination of enzymatic peeling and next–generation regenerative technology.
Why is plant exosome technology a scientific breakthrough? It uses tiny molecules to communicate with the cells and encourages them to renew in a natural and deep way. A combination of pumpkin enzymes and phyto–glycogen gently removes dead cells, smooths the texture, and provides a bright and glowing skin appearance. The formula treats the signs of time and strengthens the skin's internal mechanism so it can cope with environmental and time damage.
The silence after the storm
In a world where our skin is constantly exposed to climate change, pollution, and stress, the brand Sisley Paris returns to basics and launches the Sensitive Skin Soothing Care. No longer just a moisturizer, but a smart engineering–botanical approach that restores the balance that sensitive skin has lost. The formula acts like an invisible protective layer; from the moment of contact with the skin, immediate relief is felt, and with continuous use, it strengthens the skin barrier, which becomes more resilient. French precision is also reflected in the sterile packaging, which maintains the purity of the natural ingredients and the brand's minimalist philosophy.
Sisley does not stop at skincare and continues into the world of color with Phyto–Rouge Velvet. Here, the term "matte" receives a new interpretation – a velvety and radiant finish that does not dry the lips. At the heart of the lipstick is a phyto–cosmetic formula that blurs fine lines and provides double protection. There are eight shades with powerful pigment and a creamy texture that melts on the lips – an ultimate combination of luxury makeup and uncompromising skincare.
No limit
In a world where the boundaries between facial care and body care are blurred, Dr. Miri Lellouche (PhD) launches the Body Bliss series – a multi–dimensional approach to the body routine based on advanced formulas that combine active ingredients, fragrance, and the texture of a luxury spa. The series was developed with the aim of providing a medical–cosmetological solution for daily restoration and nourishment, using ingredients from the world of anti–aging:
Deep nourishment: The body cream in the series offers a velvety texture that combines hyaluronic acid for moisture retention, shea butter, and soothing plant extracts.
Light body oil: Which is absorbed instantly, based on coconut, jojoba, and vitamin E for a glowing skin look.
Additional products: Rich body butter and therapeutic hand cream.
A fiery match
What happens when the oldest brewery in the world meets the beloved bakery? A delicious collaboration is born: The Bavarian Weihenstephan, which has been operating since 1040, and Lehamim Bakery, have created a festive kit inspired by the wheat holiday, which connects the world of beer to the world of baking in an original and appetizing way.
At the center of the move is a sourdough bread based on beer specially developed by baker Uri Scheft, based on the clear and filtered Kristallweissbier. The bread is handmade and combines the aromas and characteristics of wheat beer with depth of flavors, a rich texture, and a delicate Bavarian scent that provides an intriguing culinary interpretation of the connection between malt, yeast, and sourdough. The kit includes a loaf of bread, a selection of Weihenstephan beers (including Kristallweissbier), and complementary products specially selected for holiday hosting. The kit is offered as a limited edition until 21.05.2026 or until stocks last, at points of sale and in the Lehamim Bakery online store.
Soft landing
In a world where the Burgundy region has become almost a synonym for rigid tradition, the French boutique brand Domaine de Châtillon has created a fresh, clean, and effortless interpretation of the iconic terroir. The Scottish wine division from Israeco is landing in Israel for the first time two white wines that stray from the familiar path of Chardonnay and offer an intelligent alternative for local wine lovers.
The secret lies in the precise connection between the "Old World" and contemporary technology: Cold fermentation that sanctifies the fruit aromas alongside six months of aging on the lees. The result – velvety texture and depth. In the collection:
Aligoté: If Chardonnay is the king, Aligoté is the sophisticated prince everyone wants to know. An essence of elegant freshness in a light golden hue, aromas of white blossom and green apple, and a sharp and precise citrus finish.
Saint Bris: The rebel Sauvignon Blanc. Saint Bris is the only village in Burgundy that dares and is authorized to grow Sauvignon Blanc. It is an understated exotic experience alongside classic aromas of grapefruit and mandarin, layers of lychee, mango, and peach, and a juicy finish with a subtle hint of spices.
Global indulgence
If you thought the American Express Platinum card had already given you everything, you should fasten your seatbelts. The luxury card is shifting gears and launching an upgraded value proposition that will make your lifestyle much more.
The big news is a collaboration with Jetex – a new and luxurious lounge that will open soon at Ben Gurion Airport. Platinum cardholders will be the first to enjoy access to it, and this joins an extensive network of over 1,350 lounges worldwide. American Express does not stop in the skies and brings indulgence to the worlds of fashion, retail, and wellness as well. At the heart of the upgrade is a new annual credit program with fixed credits to be redeemed every quarter at a variety of leading premium brands. The card will continue to provide a precise response to customers' needs, from traveling abroad to the small daily treat.
Alongside the innovations, the VIP benefits remain to ensure peace of mind:
Platinum Concierge: Personal service available 24/7 for any request.
Early access: Tickets for performances and unique events.
Comprehensive travel insurance: That covers all your bases.
Ciao Bella
Who needs a flight ticket to Italy when you can enter a culinary time tunnel? Imagine the smell of pizza in the air, street performers, and a glass of chilled wine in hand. This coming Sunday, TLV Mall will become for 4 days the set of an Italian movie.
No longer just "food stalls," but a peak connection between an urban mall and the maestros of Italian cuisine: Chef Benzi Arbel and restaurateur Omer Cohen. The space will be divided into 3 areas that you won't want to stop photographing:
The Piazza: The beating heart of the event. Seating around an authentic Italian fountain, a vibrant street atmosphere, and food that feels like it just came out of a kitchen in Naples.
The Romantic Cinema Complex: When Cinema Paradiso meets Tel Aviv – a huge screen, soft beanbags, and an intimate evening atmosphere.
The Iconic Love Wall: The perfect spot for your story.
On the menu? Crispy Roman pizzas, handmade pastas, rich cheese platters, and wines. The icing on the cake: Benzi Arbel will reveal a unique dish for the festival that has not yet been seen on his menus and is worth coming specially for. Prepare your forks and cameras.
Gad holiday
If there is something Gad knows how to do, it is to upgrade carbohydrates, this year with an emphasis on deli quality and convenience at the level of "open and serve." The new stars:
Truffle Burrata (24% fat): Remember when the Burrata landed in Israel and everyone was in shock from the magic that poured out of it? Now add to that a truffle cream filling. This is a holiday edition with a deep and luxurious taste that needs nothing more than olive oil and a bit of Atlantic salt to steal the show.
Stracciatella (24% fat): For this you used to have to go to an Italian restaurant, and here it arrives at the supermarket. These are fresh mozzarella shreds dipped in cream. The texture is soft and the taste is milky and delicate – exactly what you will want to place on hot pasta or a colorful tomato salad.
Whether you are into yogurts, salty cheeses, grated, or butter, there is a solution for every culinary need.
Sweet pop-up
The SHEMO bakery chain is launching a pop–up in the central plaza of Ayalon Mall with a celebration that is hard to remain indifferent to. At the center of the collection: A series of innovations developed especially for the holiday, including Basque cheesecake, cheese cake and crumbles, a round Austrian cheesecake, and a plum/apricot kadaif tart – an intriguing combination of classics and contemporary scents.
Alongside them, the iconic cakes: New York Cheesecake, baked cheese, crumbs and blueberries, and a variety of pastries, desserts, and products for hosting, with an emphasis on a precise connection between tradition and innovation. The pop–up will operate until 21.5 – hurry so you don't miss out.
