Even on the flight over, as the plane makes its way into Israel cutting through the clouds above the Tel Aviv beach strip, one is made aware of how central beach-style living is in the city’s psyche. It affects leisure, fashion and every other facet of its cultural fabric. It is no coincidence, then, that a major milestone in the emergence of Tel Aviv as a global city was its inclusion in 2010 as one of National Geographic’s top ten beachside cities. Unfortunately this evokes the perennial sartorial conundrum: what to wear to the beach in Tel Aviv?

Enter Gal Angel, who since launching her Ugly Duckling brand of women’s swimwear, has become a fashionista’s summertime best friend. Inspired by iconic designs of the 70’s and 80’s, she developed her self-proclaimed ‘retro-chic’ style as an alternative to the flashy, uncomfortable fits populating mainstream shops. Her past collections have already drawn attention from within the industry, creating a demand that may no longer be quenched solely by the pop-up shops and private appointments she has been utilising thus far.