In an era where anyone can define themselves as a content creator, the term “lifestyle” has sometimes become empty of meaning.But for Ira Simonov, one of the most prominent and influential lifestyle influencers in Israel, it’s a coherent and clear concept of life. Not aesthetics for aesthetics’ sake, not exposure for exposure’s sake, but a complete set of values that connects career, family, personal taste, and public responsibility.
When asked what her lifestyle is, the answer doesn’t start with clothes, hotels or vacations. “Lifestyle is a daily choice in aesthetics, values and energy,” she says. It’s the way she lives, the way she chooses what to bring into her life and what to leave out. It’s the connection between intensive work and conscious relaxation, between global action and local roots.
Ofri Paz| Stanley Home
In her opinion, a high quality of life in today’s Israel is first and foremost a balance. The ability to build a meaningful career, work with dozens of brands in the worlds of fashion, home design and beauty, promote international campaigns and photograph in some of the most beautiful locations in the world, while at the same time remaining true to herself and her family.
“To fulfill dreams and know how to stop,” she puts it. In Israel, a dynamic and sometimes challenging reality, the ability to maintain inner truth, family time, and personal peace is a true luxury. Not an external sign, but a profound quality of life.
Suit | Elizabeth Frankie
Simonov believes that there is a unique Israeli luxury. Not too formal, not distant, but warm and direct. A combination of high quality with accessibility and humanity. In her eyes, true luxury does not shout. It does not need exaggerated statements, but is evident in the small details, in quality, in service, in precise storytelling.
A true luxury brand, she says, creates a sense of complete coherence between what it presents and what it actually delivers. When there is a gap between what is desired and what is present, the audience feels it immediately. As someone who works with dozens of brands, local and international, she knows how to recognize the difference. The choice of collaborations is made “with the heart and with values.” If she can’t see herself truly living the brand, she won’t collaborate. Consistency, for her, is more important than momentary exposure.
Plaid jacket and jeans | Emmanuel Tel Aviv
The daily moment that most symbolizes her lifestyle is actually a seemingly quiet moment. A cup of coffee in the morning, planning an international campaign, coordinating a team of photographers, styling and location, while simultaneously managing a family routine and taking the girls to classes. The combination of non-stop dynamic activity and family intimacy is the story of her life.
There is no attempt here to separate the worlds, but to unite them. Career does not stand in front of family, but exists alongside it. This is a model of success that does not sacrifice tenderness for achievement, but rather connects them.
Brown Suit | Elizabeth Frankie
Taste as a developing ability
When asked about taste, Ira Simonov does not describe it as a mere accidental talent. According to her, there is a basic intuition, but true taste develops over the years. Continuous exposure to art, history, culture and life experiences deepens aesthetic understanding and sharpens the ability to choose. Over the years, she says, her taste has become more classic, precise and timeless, less influenced by passing trends and more based on awareness and choice.
Her professional activities reflect that connection to the worlds of quality and luxury. Simonov works with leading design companies, includingPitaro Hecht, and serves as the official ambassador in Israel for the Italian super brandElisabetta Franchi, as well as the prestigious watch brandLongines, imported into Israel byImpressIn addition, she collaborates with top international fashion and beauty houses, includingChaneland-Guerlain, alongside other leading luxury brands.
Black Dress – Elisabeth Frankie
The content she creates is exposed on international platforms and in some of the world’s most prestigious locations, including iconic hotels.One&Only Resortsand-Four Seasons Hotels and ResortsIn addition, she participates in the flagship events of the fashion and cultural world, from the Cannes Film Festival to coveted shows at fashion weeks around the world. As part of her activities, she is invited to press tours and exclusive launch events for super brands such asHermès, Givenchy, Kenzo, Chanel, Pretty Ballerinas, Chopard and Tiziano Terenzi.
However, behind the glittering world of lifestyle lies intensive and sometimes almost invisible work. Producing campaigns, creating content and collaborating with international brands requires precise planning, discipline and the ability to make decisions quickly. Simonov often talks about this side of the profession, about the need to be simultaneously creative, managerial and entrepreneurial. In her opinion, a true lifestyle is not just an aesthetic result, but an ongoing process of work, choices and precision.
Still, according to her, inspiration doesn’t just come from fashion runways or luxury hotels. Sometimes it’s the simplest moments that sharpen your sense of taste, a conversation with friends, a good movie at the end of a busy day, or a quiet walk on the beach. For her, lifestyle is not disconnected from life itself; it’s built from the accumulation of small, intriguing choices and attention to detail, which ultimately shape an entire way of life.
This aesthetic development is also evident in her private home. For her, home is the most accurate reflection of one’s personality and the path one has taken. Books, artwork, and carefully selected items from around the world create a classic, calm, and precise space, not a display space, but a personal story built layer by layer.
Dress | Elizabeth Frankie
Simonov promotes vacations in some of the most beautiful locations in the world, but even there the language is preserved. No longer a postcard image, but a narrative. It tells a story of experience, of depth, of choice. Whether it’s a fashion campaign, a collaboration in the beauty field or producing content for an international resort, the value line is maintained. Precision, depth and balance.
The platform she has built over the years has become a real influence system. Dozens of brands choose her not only for exposure, but for credibility. She understands that the audience’s trust is an asset, and treats it responsibly.
When asked to define her lifestyle in one sentence, she says: “Precision, depth and balance, living at the top, excelling in what she does and choosing to enjoy every moment.”
And that may be the secret to her success. In a world that celebrates speed and noise, she chooses consistency. In a world that confuses exposure with influence, she builds a personal brand based on values. And in a world where lifestyle is often a mask, she treats it as a way of life.
Photography | Andrey Majatinek | Diana Mayer
Location | Drisco Hotel, Tel Aviv
Makeup | Olya Davydenko
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Where design meets lifestyle
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Where design meets lifestyle
Where design meets lifestyle
