informazione dal medio oriente
    information from middle east
    المعلومات من الشرق الأوسط

[ home page] | [ tutte le notizie/all news ] | [ download banner] | [ ultimo aggiornamento/last update 28/08/2019 00:45 ] 110344

english italiano

  [ Subscribe our newsletter!   -   Iscriviti alla nostra newsletter! ]  


Uruknet on Alexa

End Gaza Siege
End Gaza Siege


:: Segnala Uruknet agli amici. Clicka qui.
:: Invite your friends to Uruknet. Click here.

:: Segnalaci un articolo
:: Tell us of an article

After Killing 2,100 Gazans, Racy IDF Fashion Line Proclaims: “Make Love AND War”

by Richard Silverstein

October 22, 2014

Never missing an opportunity to shill both for Israel and the almighty shekel, two Israeli entrepreneurs determined now was the opportune moment to launch a military-focussed fashion line.  The fact that 2,100 Gazans were killed by the IDF only a few months ago seems not to have entered into their minds.  Or perhaps, being Israeli, they actually believed that Operation Protective Edge had burnished the street cred of the army, making it an opportune "hook" for promoting a racy new clothing line.

mtkl idf fashion

MTKL’s marketing campaign

From the look of the marketing, this seems little more than a Playboy-style fashion shoot.  There’s the requisite video featuring a throbbing Jerry Bruckheimer-style car chase score.  And of course, the sexy models who are, (how’s this for authenticity?), REAL IDF girls!  "Sapir" even features a tantalizing job description: "classified."  What a honey pot babe, eh?!

We’ve seen Bar Rafaeli as a Mossad agent in Kidon, who persuades the al-Mabouh to bury his head in her ample cleavage, while drinking forbidden alcohol.  So why not this?  No one ever complained about an abundance of good taste among those who market Israel, especially those who do it to make a quick buck (or shekel).

The script of the marketing video is so hoky, it has to be read to be fully appreciated:

Narrator: One of the biggest secrets of the Israeli army is about to be exposed.  A group of elite soldiers, armed and dangerous, fearless and highly trained, facing danger every day…but when the fighting stops that’s when they gear up and assemble to form one of the deadliest forces known to men: MTKL…

Missulawin: We created MTKL with the expectation of launching the sexiest and sharpest military-inspired  street-wear the world has ever seen.

Shenfeld: we are now producing the world’s first Israeli army girl calendar. We recruited a real group of Israeli soldiers as our models, and we tell the stories of their actual military service while sporting the best military-inspired apparel ever designed.

Missulawin: these are not your run-of-the-mill models.  These are real soldiers of an army which sees plenty of combat action.  Contribute a few dollars to help us publish this calendar as a premium printed product and take a stand with us in the name of freedom, life and having fun.

Narrator: Women who handle guns, lead operations, and fight terror; highly-trained army machines by day, super-models by night.  Because when you only have one shot, it has to be a killer one [sic].  Now, MTKL: over and out.

The two founders of MTKL (a play on the Hebrew acronym, Matkal, or "army high command") are Amnon Shenfeld and Ilan Missulawin.  Their LinkedIn profiles show that Missulawin did his IDF in the paratroopers, considered one of the army’s elite units.  His work background is in marketing.  Shenfeld doesn’t list his army experience and his work background focuses solely on computers and technology, specifically machine vision and gesture recognition.  I don’t see any fashion experience among them.  So how in hell are they going to sell clothes?  Or are they?

Their Facebook page doesn’t appear ready for primetime of anything else.  It’s a pastiche of girlie pics and inspirational sayings.

Given that their Indiegogo campaign seeks to raise $30,000 to fund the campaign, and offers donors a racy girl-of-the-month calendar, perhaps there isn’t really a fashion company here at all.  It may just be someone’s idea of a joke meant to bolster morale after the blood-letting of the past summer.  After killing so many Palestinians, the boys deserve to see something more healthy than dead bodies, don’t they?  Perhaps the IDF is investing in a fashion start-up to keep the boys spirits up, so to speak.

And if you think there’s an element of hasbara involved in the project…well, let’s let Missulawin speak on the subject:

In Israel, there’s an element [among those who see the marketing for the product] of [concern] for running down the army and its "values," but we don’t see it that way at all.  We believe, on the contrary, that we’re performing a service for the army and the nation.

Couldn’t have said it better myself.  What do you get for your contribution?  The calendar, of course.  For the big daddy donors there are replica IDF dogtags.  Presumably not those of Oron Shaul or Hadar Goldin.  But maybe those belonging to one of the models?  A guy can always hope, can’t he? If you can’t get the girl at least you can get her dogtag.  Sigh.

The message: killing is cool and sexy.  It’s a tough job but some girls just gotta do it.  All for the sake of love, Israel and fun!


:: Article nr. 110344 sent on 02-feb-2015 03:09 ECT


:: The views expressed in this article are the sole responsibility of the author and do not necessarily reflect those of this website.

The section for the comments of our readers has been closed, because of many out-of-topics.
Now you can post your own comments into our Facebook page: www.facebook.com/uruknet

Warning: include(./share/share2.php): failed to open stream: No such file or directory in /home/content/25/8427425/html/vhosts/uruknet/colonna-centrale-pagina-ansi.php on line 385

Warning: include(): Failed opening './share/share2.php' for inclusion (include_path='.:/usr/local/php5_6/lib/php') in /home/content/25/8427425/html/vhosts/uruknet/colonna-centrale-pagina-ansi.php on line 385

[ Printable version ] | [ Send it to a friend ]

[ Contatto/Contact ] | [ Home Page ] | [Tutte le notizie/All news ]

Uruknet on Twitter

:: RSS updated to 2.0

:: English
:: Italiano

:: Uruknet for your mobile phone:

Uruknet on Facebook

:: Motore di ricerca / Search Engine

the web

:: Immagini / Pictures


The newsletter archive

L'Impero si è fermato a Bahgdad, by Valeria Poletti

Modulo per ordini


:: Newsletter

:: Comments

Haq Agency
Haq Agency - English

Haq Agency - Arabic

AMSI - Association of Muslim Scholars in Iraq - English

AMSI - Association of Muslim Scholars in Iraq - Arabic

Font size
1 2 3

:: All events


[ home page] | [ tutte le notizie/all news ] | [ download banner] | [ ultimo aggiornamento/last update 28/08/2019 00:45 ]

Uruknet receives daily many hacking attempts. To prevent this, we have 10 websites on 6 servers in different places. So, if the website is slow or it does not answer, you can recall one of the other web sites: www.uruknet.info www.uruknet.de www.uruknet.biz www.uruknet.org.uk www.uruknet.com www.uruknet.org - www.uruknet.it www.uruknet.eu www.uruknet.net www.uruknet.web.at.it

:: This site contains copyrighted material the use of which has not always been specifically authorized by the copyright owner. We are making such material available in our efforts to advance understanding of environmental, political, human rights, economic, democracy, scientific, and social justice issues, etc. We believe this constitutes a 'fair use' of any such copyrighted material as provided for in section 107 of the US Copyright Law. In accordance with Title 17 U.S.C. Section 107, the material on this site is distributed without profit to those who have expressed a prior interest in receiving the included information for research and educational purposes. For more info go to: http://www.law.cornell.edu/uscode/17/107.shtml. If you wish to use copyrighted material from this site for purposes of your own that go beyond 'fair use', you must obtain permission from the copyright owner.
::  We always mention the author and link the original site and page of every article.
uruknet, uruklink, iraq, uruqlink, iraq, irak, irakeno, iraqui, uruk, uruqlink, saddam hussein, baghdad, mesopotamia, babilonia, uday, qusay, udai, qusai,hussein, feddayn, fedayn saddam, mujaheddin, mojahidin, tarek aziz, chalabi, iraqui, baath, ba'ht, Aljazira, aljazeera, Iraq, Saddam Hussein, Palestina, Sharon, Israele, Nasser, ahram, hayat, sharq awsat, iraqwar,irakwar All pictures


I nostri partner - Our Partners:

TEV S.r.l.

TEV S.r.l.: hosting


Progetto Niz

niz: news management



digitbrand: ".it" domains


Worlwide Mirror Web-Sites:
www.uruknet.info (Main)
www.uruknet.us (USA)
www.uruknet.su (Soviet Union)
www.uruknet.ru (Russia)
www.uruknet.it (Association)
www.uruknet.mobi (For Mobile Phones)
www.uruknet.org.uk (UK)
www.uruknet.de (Germany)
www.uruknet.ir (Iran)
www.uruknet.eu (Europe)
wap.uruknet.info (For Mobile Phones)
rss.uruknet.info (For Rss Feeds)

Vat Number: IT-97475012153