The Brand

Magpie Goose is a Tel-Aviv-based fashion brand by Hila Herman, that was active between 2012 and 2022.

The brand focused on carefully constructed pieces and a minimalist aesthetic. Inspired by nature-originated shapes, and natural phenomenas. Considering and exploring the effect that clothes have on body language, posture, and self-perception, and mindful of the need to set ourselves free from the external, and mostly male, gaze.

The garments allow the expression of a full range of "amounts of femininity", where the wearer can find their personal, and perhaps ever-changing, stance.

The magpie goose is a waterbird species that is the sole living representative of it’s taxonomic family. With an eagle-like beak, only partially webbed feet, and a long thin neck, it has the appearance of a hybrid between a goose, a swan, and an eagle. Like the bird, the thought process behind the eponymous brand deals with hybrids: ideas, situations, and states of being that lie in between categories. Structure and flow, standing out and blending in, the emotional and the rational, femininity and masculinity (and the constant journey of defining the two).

The brand's studio & store was located in beautiful Jaffa Port, across the street from the Mediterranean Sea.