HEROINES
HEROINES
Fashion and Hope in World War II, an Exhibition at Design Museum Holon tells seven compelling stories from before, during, and after the war — a heartfelt journey through moments in history where hope endured against all odds.
The exhibition features seven powerful narratives. The first follows Hedi Strand, a Czech fashion designer whose story is woven with tragedy and resilience. When the Nazis took over Czechoslovakia, Hedi owned a successful couture house in Prague. She and her husband sent a letter to her family in the United States, attempting to escape. That attempt failed, and they were murdered in the Holocaust. Decades later, the lost letter was discovered—inside, Hedi’s sketches for a collection she had sent abroad. These sketches were sewn into real dresses, and in the exhibition, her story comes to life. Visitors are invited into a recreated street scene of Prague, opening into a imagined atelier of Hedi’s. At the back, a runway with mannequins showcases her dresses—elegant, European-designed, with chandeliers illuminating a glamorous scene.
Fashion and Hope in World War II, an Exhibition at Design Museum Holon tells seven compelling stories from before, during, and after the war — a heartfelt journey through moments in history where hope endured against all odds.
The exhibition features seven powerful narratives. The first follows Hedi Strand, a Czech fashion designer whose story is woven with tragedy and resilience. When the Nazis took over Czechoslovakia, Hedi owned a successful couture house in Prague. She and her husband sent a letter to her family in the United States, attempting to escape. That attempt failed, and they were murdered in the Holocaust. Decades later, the lost letter was discovered—inside, Hedi’s sketches for a collection she had sent abroad. These sketches were sewn into real dresses, and in the exhibition, her story comes to life. Visitors are invited into a recreated street scene of Prague, opening into a imagined atelier of Hedi’s. At the back, a runway with mannequins showcases her dresses—elegant, European-designed, with chandeliers illuminating a glamorous scene.
The second section displays artifacts from the Yad Vashem collection, each tellings a story of how people maintained their grooming and dignity during dark times. The third, titled “Soldiers Without Guns,” is a long corridor dominated by a mural of an armor , displaying hundreds of fashion items from the war era — lipsticks, textiles, pantyhose, and pins — capturing how beauty persisted amid hardship.
Next is “If There Is Flour, There Is Fashion,” which illustrates the ingenuity born out of scarcity: bags of flour patterned with designs from the war years, when women transformed them into dresses and even puppets for children. Following that, “Around the World” showcases how wartime silk maps became stunning couture dresses after the war, symbolizing hope and rebirth.
“Make Love, Not War” features wedding dresses crafted from white parachutes, a symbol of peace and love amid chaos. The final story celebrates Lea Gottlieb, Holocaust survivor and founder of the Gottex swimwear brand. From arriving in Israel with nothing, she rose to international fame, dressing icons like Princess Diana in her elegant swimsuits.
The second section displays artifacts from the Yad Vashem collection, each tellings a story of how people maintained their grooming and dignity during dark times. The third, titled “Soldiers Without Guns,” is a long corridor dominated by a mural of an armor , displaying hundreds of fashion items from the war era — lipsticks, textiles, pantyhose, and pins — capturing how beauty persisted amid hardship.
Next is “If There Is Flour, There Is Fashion,” which illustrates the ingenuity born out of scarcity: bags of flour patterned with designs from the war years, when women transformed them into dresses and even puppets for children. Following that, “Around the World” showcases how wartime silk maps became stunning couture dresses after the war, symbolizing hope and rebirth.
“Make Love, Not War” features wedding dresses crafted from white parachutes, a symbol of peace and love amid chaos. The final story celebrates Lea Gottlieb, Holocaust survivor and founder of the Gottex swimwear brand. From arriving in Israel with nothing, she rose to international fame, dressing icons like Princess Diana in her elegant swimsuits.
For the exhibition branding, we began with the logo—an intentional clash between the bold “Haim” typeface, reminiscent of memorial fonts, and a delicate, romantic script for “Heroines,” reflecting femininity and hope. We chose a palette of deep burgundy, red, pink, and gold, evoking optimism and light emerging from darkness. Each section received its own emblem, emphasizing the diverse stories and collections within. We crafted a pattern combining traditional floral motifs with war-related elements like rifles, missiles, and bullets.
The main poster features a striking photograph by Michael Topyol—a red jacket with a silhouetted woman missing, representing the countless women whose stories we honor here.
Beyond the exhibition, we designed a 260-page catalog, packed with in-depth stories, behind-the-scenes insights, and sneak peeks into the curated narratives.
For the exhibition branding, we began with the logo—an intentional clash between the bold “Haim” typeface, reminiscent of memorial fonts, and a delicate, romantic script for “Heroines,” reflecting femininity and hope. We chose a palette of deep burgundy, red, pink, and gold, evoking optimism and light emerging from darkness. Each section received its own emblem, emphasizing the diverse stories and collections within. We crafted a pattern combining traditional floral motifs with war-related elements like rifles, missiles, and bullets.
The main poster features a striking photograph by Michael Topyol—a red jacket with a silhouetted woman missing, representing the countless women whose stories we honor here.
Beyond the exhibition, we designed a 260-page catalog, packed with in-depth stories, behind-the-scenes insights, and sneak peeks into the curated narratives.
Our heartfelt thanks go to the incredible team at Design Museum Holon, Artistic Director Shmuel Ben Shalom, and especially Curator Ya’ara Keydar. Your trust allowed us to bring this extraordinary project to life.
Special thanks to our team: Concept and Design: Eilon Bregman Exhibition Design: Eyal Baumert Marketing Design: Hagar Liberman Exhibition Book: Anat Guteberg Iron Swords Heroines Booklet: Tal Guteberg Peripheral Corridor Wall Illustrations: Nadav Machete
Photography: Michael Topyol & Elad Sarig
Our heartfelt thanks go to the incredible team at Design Museum Holon, Artistic Director Shmuel Ben Shalom, and especially Curator Ya’ara Keydar. Your trust allowed us to bring this extraordinary project to life.
Special thanks to our team: Concept and Design: Eilon Bregman Exhibition Design: Eyal Baumert Marketing Design: Hagar Liberman Exhibition Book: Anat Guteberg Iron Swords Heroines Booklet: Tal Guteberg Peripheral Corridor Wall Illustrations: Nadav Machete
Photography: Michael Topyol & Elad Sarig
