Human beings are multifaceted creatures with many interests and dreams. While it is easy to feel torn between all the different parts of ourselves, Israeli illustrator, Talia Zoref shows us how, with a little bit of creativity and a lot of hard work, it is possible to channel all of our passions into one successful endeavor. An internationally acclaimed artist and “Forbes 30 Under 30” honoree, Zoref created Eyes of Fashion, a brand that bridges digital fashion, fine art, and Web3 technology while empowering women through education and innovation. We sat down with Zoref to understand her unique mission as an artist, the role of technology in her work, some of the hardships she has encountered along the way, and what the future has in store for her.
But, first things first: What is Eyes of Fashion?
For years, Zoref has been known for creating art during Fashion Weeks worldwide and meeting and sketching celebrities, including Celine Dion, Kendall Jenner, Gal Gadot, and Mariah Carrey. Her art has been featured in many prestigious publications, including Vogue, NY Times, ELLE, Harper’s Bazaar, and Forbes, and she has collaborated with global fashion giants, such as Chanel, Dior, and Fendi.
“Zoref has been known for creating art during Fashion Weeks worldwide and meeting and sketching celebrities, including Celine Dion, Kendall Jenner, Gal Gadot, and Mariah Carrey."
After more than a decade of working as a freelance fashion illustrator, relatively disconnected from the rapid changes taking place in the world of technology, Zoref one day heard about how an American graphic designer made history by selling a digital NFT piece for $69 million. Intrigued by the topic and excited about the opportunities in the industry, she started to pay attention to this emerging space, where major artists were launching digital collections and famous celebrities were jumping in as collectors.
So in February 2022, Zoref boldly launched Eyes of Fashion, a collection of 8,888 unique illustrations that explore the contrast between the colorful and fun fashion world and the judging eye that dominates the industry. To Zoref’s delight, 4,000 pieces were purchased in the pre-sale of the collection, the public sale sold out in two minutes flat, and the brand was evaluated at a USD 3 million volume trade.
And what about all the tech stuff?
Eyes of Fashion aims to bridge fashion and art to Web3, an open, 3D-immersive internet ecosystem built on top of the blockchain and augmented by decentralized products and NFTs. Short for Non-Fungible Token, NFTs are unique digital assets, each with their own digital certificate confirming the original ownership of the work. According to Zoref, NFTs have brought an unprecedented revolution to the artworld, offering artists endless opportunities thanks to the royalty automation on each subsequent sale and the ability to use one’s art for charity, community building, and even digital real estate investments where events can be hosted for NFT collectors.
“When I began this journey, my excitement far exceeded my knowledge of programming, crypto, or blockchain technology,” admits Zoref, “After doing my own research to understand the meaning behind these terms, the next step was to check where to upload my work.
The first time Zoref posted her work on a Facebook group dealing with NFTs, she quickly got several comments and even offers for collaborations. Assaf Sela, who ultimately became the Co-Founder of one of her projects, suggested creating a massive collection of art pieces with AI. From there, things began to happen very quickly. “From Paris Hilton retweeting us to an amazing collaboration with Quentin Tarantino’s NFTs – now I can say that when it comes to NFT projects, the sky is the limit!” expressed Zoref.
Is the future of fashion purely digital?
With remote working, online learning, and the Metaverse quickly changing the way our world operates, Zoref definitely feels that the fashion and art industries are being completely transformed. “People are starting to build their fashion reputations virtually with NFTs. We see this happening with big brands such as Gucci and Balmain as well as individual consumers and style connoisseurs,” Zoref explains, “With the trend towards remote work, there will be more opportunities for people to socialize in the digital space.”
“With the trend towards remote work, there will be more opportunities for people to socialize in the digital space.”
That being said, she still sees tremendous and irreplaceable value in physical fashion and face-to-face community. “In the near future, you will be able to walk into any fashion store and buy a physical bag to wear as well as receive an exclusive virtual version as a package deal. I believe the future of fashion will continue to have a place in the physical world but will also expand into the virtual realm.”
What about the social element?
For Zoref, one of the greatest opportunities presented by the digital revolution is actually the ability to make a social and community impact. The Eyes of Fashion brand aims to empower and support women in the tech, art, and fashion industries by providing education and opportunities. “We plan to host events ‘in real life’ and in the Metaverse to spend time together as a community,” says Zoref, “There will also be collaborations with different brands and artists as well as workshops educating women about NFTs and technology in support of women rights and women-led opportunities.”
“For Zoref, one of the greatest opportunities presented by the digital revolution is actually the ability to make a social and community impact."
Additionally, NFT projects provide high ROI value to the community by establishing donations for charities chosen by collectors, fashion events, and even a creation of a fashion show in the Metaverse.
What have been some of the greatest challenges along the way?
While Zoref has been deeply immersed in and inspired by the fashion industry world since she was just fifteen years old, her journey has been far from simple. “As a woman with a size 14 body type, I would walk into these fashion shows and get these judgemental looks of, ‘What are you doing here?” Zoref recalls, “I looked nothing like the supermodels on the runway, and none of the clothes were my size.” However, Zoref turned these interactions into inspiration. In some ways, Eyes of Fashion is an internal critique of the judgemental side of the fashion industry, with large open eyes featuring as the main motif in every piece.
Additionally, based in Israel, Zoref has always felt that she is removed from the action in the industry. It can be challenging to find relevant information and opportunities and connect with experts in the space. However, as more and more moves online, Zoref believes this challenge will become less significant.
Launching a brand in this rapidly evolving world brings its own set of complications. “The crypto and NFT space is changing everyday,” Zoref explains, “But we have our finger on the pulse and are constantly adapting and pivoting in new directions.”
What have been the best things about the journey so far?
According to Zoref, Launching Eyes of Fashion has opened up many opportunities for her as an artist. “I have been invited to speak around the world about my collection and the world of NFT and Digital Fashion,” she gushes with enthusiasm, “it is such an honor to know that there are collectors all over the world who are interested in my work.”
On a personal level, Zoref has enjoyed the transition from freelancing to being part of a team. “It has been exhilarating to work together with other talented people in the industry to launch something new - especially something that has succeeded beyond our wildest dreams.”
On a personal level, Zoref has enjoyed the transition from freelancing to being part of a team. “It has been exhilarating to work together with other talented people in the industry to launch something new - especially something that has succeeded beyond our wildest dreams.”
