SOHO RETAILER USHERS IN A BOLD AND COLORFUL SPRING

ZCRAVE’s Latest Looks Exude Feminine Attitude with an Urban Edge

By Stephanie Destefano

ZCRAVE is the go-to destination for New York City’s chic high-end streetwear fashionistas. Located at 25 Mercer Street in the SoHo district, the shop abuts similar retailers like Alexander Wang, Kenzo and Pharrell Williams’ Billionaire Boys Club. “I love being in Soho around all of the stores that are literally defining what is hot in fashion today,” muses Hila Shtork Zigdon, the store’s founder and head curator. “It’s like being invited to sit at the table in the cafeteria with all of the cool kids. It’s an honor. We’re welcoming everyone to join us at the table.”

Born and raised in Tel Aviv, Israel, Hila - as she is simply and affectionately known as in SoHo - got her start in apparel working for Nike, Puma and Umbro, where she learned to design and pair garments in ways that tell stories. “My job at ZCRAVE is to scout out the very latest in trendy couture and pair them up in deliciously uncommon, unexpected and guaranteed ways,” she explains.

She is drawn to items that exude feminine attitude with an urban edge; pieces with clean lines, cut with sharp sophistication and bold, edgy flair. “All of my pieces scream New York,” she says. We caught up with Hila Shtork Zigdon at her downtown store.

What is on Z’ Hot List for spring/summer at ZCRAVE?

Hila Shtork Zigdon: Ruffles, tulle and high octane sequins! We’re also seeing a lot of interest in blazers and tailored pants. The F3TISH and NAOMA are particular favorites.

We noticed a lot of lighter tones on red carpets this year. Is that indicative of what is hot at ZCRAVE?

HSZ: Not exactly. The most requested colors have been fuchsia and greens. Also blood red hues and blazing yellow are very popular right now on the streets of downtown NYC.

Most creatives draw inspiration from other people, places or things. From where do you draw you inspiration from when creating new collections?

HSZ: Art. Art is omnipresent in Manhattan and ZCRAVE is a collection of artwork and garments. Igael Tumarkin, an Israeli painter and sculptor, is my biggest inspiration. I am drawn to forms, colors, textures and broader socio-cultural references. Also, the romance I see on the streets of New York, most times healthy and beautiful but sometimes toxic, is often reflected on my daily moodboard.

Do you also see yourself as a curator of looks for women?

HSZ: Absolutely. I’m a storyteller. I believe that there is a direct correlation in how one feels to how one chooses to look. That motivates me to curate multiple looks that meet a wide range of a woman’s state of mind and style.

What other designers wear well with ZCRAVE looks?

HSZ: I love combining ZCRAVE with Balenciaga, R13, and Jordan.

What is something that you have seen on the streets of NYC that you feel might make it into a future ZCRAVE collection?

HSZ: I am deeply inspired by the pop art, typo and mixed media that I see. I simply love anything that celebrates the city's rich and vibrant artistic heritage and urban culture. All of it will find its way into future ZCRAVE collections.

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