Comme il Faut

Brand Profile

Comme il Faut is one of Israel's most culturally significant fashion institutions, founded in 1987 by Sybil Goldfiner and Carole Godin with an explicit mandate to advance feminist awareness through the language of design and commerce. The company's founding premise was a market position of radical differentiation: the conviction that a fashion house could simultaneously function as spa, restaurant, gallery, library, and cultural platform, rejecting the narrowness of category in favor of a model that addressed the full breadth of female experience. Located at Beit Banamal within the Tel Aviv port complex, Comme il Faut has maintained the tension between avant-garde agenda and commercial viability across nearly four decades of continuous operation, a record that constitutes one of the most durable institutional identities in Israeli design culture.

Design Strategy & Execution

The studio developed an identity for Comme il Faut to mark its 25th anniversary, a moment requiring not reinvention but a restatement of accumulated authority. The challenge was to construct a visual system capable of representing an institution that resisted singular categorization: a brand operating across fashion, hospitality, cultural programming, retail, and civic discourse simultaneously. The design navigated this complexity by developing a visual language that could speak with equal fluency across these distinct domains, articulating the brand's coherence without flattening its range, and honoring the weight of 25 years without allowing the identity to calcify into retrospection. The work structured a new visual chapter for Comme il Faut that remained recognizably its own.

Commissioned by Roof.

Proof of Success

Founded 1987; operating continuously for nearly 40 years, sustaining relevance across successive cycles of the Israeli and international fashion industry.
Rated the world's most ethical company in the apparel and fashion category for three consecutive years by the Ethisphere Institute, one of the most rigorous third-party ethical benchmarks in global business.
Active participant in Tel Aviv Fashion Week 2025, confirming continued standing within the Israeli fashion industry.
Multi-venue operation across fashion house, women's-only spa, chef's restaurant, gallery, and library, all within the Tel Aviv port complex.