Touchka Fashion Tales
Touchka Fashion Tales is a company founded by Jenny Lumelsky & Tomer Ronen based in Israel. The duo founded the company out of their love for storytelling. The company features a narrative collection of scarves, creating a wearable art collection. Each scarf is illustrated and inspired by a favorite quote from a story or fairytale: Alice in Wonderland, Peter Pan, The Little Prince, The Jungle Book and The Hap py Prince. All the designs are painted by hand, using watercolor and gouache, then scanned and refined in Photoshop, making the final composition. All the scarves are digitally printed in Italy, on a fine lightweight Italian (silk and modal) fabric. An additional section on their website asks users to send their favorite quotes from stories and fairytales. Each week, they choose one of the quotes and create a tiny illustration to match. If the quote is chosen for their new selection, the contributor will receive a scarf featuring the illustration.
What I love about this company is the new take on book quotations, creating something usable and wearable that the user can take with him and continue being inspired by. The use of well-known books and fairytales as a common starting point is a smart choice, making it easy for others to recognize and relate. Another part of the project that I like is the community built around the creating process- letting users suggest quotes that inspire them and then creating new designs based on them gives the users a sense of participation and creates a delightful experience for them.