Tobi’s House. Aviad Arik Herman

Tobi Rubinstein, CEO and founder of The House Of Faith & Fashion is our Contributing Fashion Editor from New York.

By the time Aviad Arik Herman presented his jeweled caftan at my New York Fashion Week show, Desert Flower, in 2016, he had already emerged as one of Israel’s most distinctive creative voices. What impressed me was not only the intricacy of his work, but his ability to move effortlessly between couture, performance, and cultural storytelling.

The look he created for Desert Flower—a floor-length caftan adorned with jewelwork and paired with a sculptural waist piece by artist Eyal Assoukline—captured the style that has come to define his career. Even then, his designs balanced narrative and craftsmanship.

Aviad is featured in both of my books, The House Of Faith & Fashion: What My Wardrobe Taught Me About Gd and its sequel, Haute & Holy, reflecting our shared belief that fashion can illuminate questions of faith, identity, and human connection.

Today, Herman is internationally recognized as a leading figure in haute couture and costume design and a true ambassador for Israeli fashion. His creations have dressed celebrities, performers, and cultural institutions worldwide, appearing on red carpets, theatrical stages, and global pageants. His portfolio includes award-winning national costumes for Miss Universe contestants from more than fifteen countries, as well as designs for Barbie.

His work extends far beyond eveningwear. Herman has designed costumes for theater productions, musicals, ballet companies, and dance ensembles around the world. He has also received the blessing of Her Majesty Queen Silvia of Sweden and a certificate of recognition from Guam Senator Dennis G. Rodriguez Jr. for his contributions to the arts.

Among his most celebrated creations is the iconic “Jerusalem Dress,” worn by Israel’s former Minister of Culture, Miri Regev, at the Cannes Film Festival and often described as the most famous dress in Israeli fashion history. He also designed an exclusive suit for Israel’s First Lady, Sarah Netanyahu, for Israel’s seventy-fifth Independence Day, and created the “Democracy Dress” worn by pop star Ivri Lider at the opening of Tel Aviv Fashion Week.

I had the privilege of witnessing Herman’s artistry again at my Haute & Holy runway presentation, where he designed the evening’s final look: the national costume worn by Miss Morocco at Miss Universe. It was a fitting finale that showcased his ability to weave history, symbolism, and craftsmanship into a single design.

Beyond the runway, Herman has dedicated himself to empowering others through lectures, workshops, and inspirational talks. This commitment led him to establish One Life Dreams in Sweden, an organization devoted to international cultural projects and social impact.

For me, Aviad will always be more than an acclaimed designer. He is a dear friend and an exceptional talent whose creations leave a lasting impression long after the runway lights have dimmed.

Images supplied by Tobi Rubinsten