A Tel Aviv-based fashion firm is launching a calendar whose female models are also Israeli soldiers in an effort to promote its new line.
The calendar features scantly clad women who are, according to the company, “real soldiers” sporting the company’s military inspired apparel line MTKL, an Anglicization of the Hebrew acronym “matkal,” which refers to the IDF’s General Staff unit.
The company launched an Indiegogo crowd-funding campaign in order raise its profile and help finance its launch through the sale of the unabashedly racy calendar.
MTKL founders Amnon Shenfeld and Ilan Missulawin created a video to help explain the new calendar and their fashion sensibilities, highlighting the personal military contributions of each of their models.
“Take a stand with us in the name of freedom, life and having fun,” co-founder Missulawin says as smiling models holding sniper and assault rifles intermittently flash on the screen.
The video, which is scored to a pulsating, bass-heavy electronic jingle, articulates the company’s goal of launching “the sexiest and sharpest military-inspired street wear the world has ever seen.”
The calendars are available for a $25 donation ($35 for those who require shipping outside of the US), but donors can earn a variety of swag from the MTKL line with additional contributions, including an IDF-inspired dog tag for a $600 donation.
Although little of the MTKL line was featured on the campaign site, the line is slated to be released in early 2015.
This may not be the first time IDF soldiers posed suggestively for the camera, but it is likely the first time anyone called the IDF’s female soldiers “highly trained army machines by day, supermodels by night!”