Amit and Reut Zantkern

May 31, 2026By Eden Asherian

ASHIA MUSE

Conversation Between Worlds

Amit and Reut Zantkern - Co-founder and editor of Israel's first independent fashion magazine ARE.

You share a very special connection. You are sisters, creators, and know each other on the deepest levels. How has growing up side by side shaped the way you see women, beauty, and culture?

For many years, our mother charted the path, so her point of view shaped the way we looked at things. But over time, each of us brought into our shared world the things that intrigued and interested her and together we learned, adopted and absorbed them into our lives. Our shared journey began with a world of content that was completely identical when we were children, but as we grow older and each of us develops and shapes her own subjective perspective, we are cultivating a vision that shares the same values while enriching them in different, unique, and distinct ways.

ARE presents a very distinctive and meaningful perspective within the Israeli landscape. What was missing from the cultural or fashion scene in Israel when you began creating the magazine?

We are the third generation of Israeli fashion in the State of Israel. Ever since we were little, we were given the space to create and dream, and we grew up hearing the stories and unique history of the Israeli industry. As we matured, we realized that the rich and special world embedded within us was unfamiliar to many others. The more we spoke about it with those around us, the more we saw interest in it grow. We wanted to create a space that would allow anyone who is curious and interested to explore the worlds of design and take part in them themselves.

You operate in a world that is fast paced and saturated with images. How do you preserve truth and depth in a reality that constantly demands more content?

Everyone sees fashion and creativity from a different perspective. We grew up learning to appreciate fashion through its values and artistic dimensions. This was also the perspective we wanted to offer to a wider audience. We always kept our ultimate goal in sight: to establish a new conversation around the subject in Israel. So we stayed committed to that goal and made sure to create only what supported it, even if it was not the most popular thing.

It feels like the way you create together is very intuitive. How do you know when an idea, image, or story belongs in the world of ARE, and what makes you reject something?

Much like the previous question, we believe it always comes back to values. Reut has very strong intuition, and I am constantly overflowing with ideas, but everything is always examined and measured against the message, purpose, and values we feel are important to encourage. There are things you simply know are right. There are also topics that may seem completely unrelated at first, but we know that through deep research and thoughtful analysis they can advance our purpose and encourage meaningful dialogue, so we pursue them.

When creating together over many years, especially as sisters, the boundaries between life and creation can become blurred. How has your relationship evolved through working together?

We both agree that we have always been this way, close and deeply connected. But working together strengthened that relationship in ways we could never have imagined. We share dreams, challenges, rejections, and even successes. It is a crazy journey that is difficult to navigate even without being sisters. But the fact that we cannot simply “part ways” taught us that there is no choice but to resolve everything. That still does not mean we do not argue at least twice a day, though.

As women who are exposed to everything happening both locally and globally, what do you feel women are searching for today? And how has that changed over the years?

In our view, the past two decades have transformed the way women see themselves and the world around them. In a relatively short period of time, women have gone through profound processes that allow us to make better choices, guided by deep awareness and mutual respect. In fashion, we can see how both consumption and design have become more present and more aligned with our lives and needs. It is no coincidence that some of the most successful brands today are those where women design for women. In the beauty world as well, we are gradually seeing more groundedness and self love.

Amit,

You live in a world saturated with images, trends, and content. What still manages to move you or truly capture your attention today?

I have always absorbed and enjoyed taking a little bit from everything the world has to offer. But I feel that my generation, those who grew up alongside technology, experienced life “faster” because of it. As a result, we are less impressed by it. Today, I find myself touched by things that are much smaller and simpler. A phrase I once heard and loved because of its meaning. Birds and insects that appear with the arrival of spring and catch my attention. And of course,beyond fashion, cinema has always moved me.

Where do you feel we are heading culturally and as women in the coming years? What is changing in the way women want to look, feel, and present themselves to the world?

Not everyone will agree with me, but I think we are in a period of slowing down. It is very clear when looking at consumer trends, sales data, and growth figures across international sectors. But even more so when we see that companies and women around us are becoming more attentive to themselves and their surroundings. A viral campaign is no longer enough to excite us, and the desperate attempts of consumer culture to convince us that “something is missing” have become transparent.

In my opinion, after years of “brainwashing,” we have finally arrived at a place of deep awareness about what it means to be a woman. And from there, each woman, in her own quiet way, will find her place and her path to express herself authentically, without worrying about who or what is around her.

What, in your view, is the difference between beautiful content and content that stays with you?

Message and value. There are millions of talented people who can create something beautiful. But something that stays with you is something that touches you. And what I believe truly touches people is beauty that carries a genuine message and a value that anyone can take with them, learn from, and keep inside for a lifetime.

When you think about the future of ARE, what is the one thing you most hope will change through your work?

Our goal has always been to change the conversation and create a new platform for the industry. Changing a conversation, especially one that hardly existed in the first place, is an impossible task, and that is the most polite way to describe it. But slowly, we are beginning to see people who want to be part of it, who embrace it and bring their own interpretation and uniqueness to it. To me, that is incredibly moving, and I hope it continues to happen.

Reut,

What are you most sensitive to when you create?

Aesthetics.

The older I get, the more I understand how deeply connected I am to aesthetics and to the smallest details. In every project, it is important for me to reach a level of beauty and refinement that I can truly be proud of.

What kind of women always capture your attention, and why?

Successful businesswomen.

Maybe because there still are not many of them and it is something that genuinely fascinates me. Leadership, business, finance, building companies.

I have great admiration for women who have gone far in worlds that have traditionally been dominated by men. And if they have built a family alongside that journey, I admire them even more.

You have a unique ability to see people deeply. What usually draws you to the artists and creators you choose to work with?

What a compliment.

I am a very spiritual person. I believe in souls, energy, creativity, and connection. I think that is also one of the reasons I feel such a strong connection to ASHIA.

What draws me in first is kindness. Genuine kindness. Positive people, people who smile, people who want to contribute something good to the world and come from an authentic place.