Artistic expression has always been at the heart of Gita Zeltzer’s life. Israeli-born with a background in theater, Gita’s belief in the transformative power of self-expression shaped every aspect of her creative and professional journey. She saw diversity as creative fuel, play as a path to joy, and art as something that should be woven into every human experience. For Gita, creativity was its own language, one that belonged everywhere, especially beyond the stage.

When she moved with her family to Los Angeles in 1989, she found those same principles alive in the world of fashion. It became a new medium through which to speak her familiar creative language. In the mid-1990s, Gita and her husband, Marik, opened a small boutique on Melrose Avenue. Immersed in L.A.’s eclectic energy, Gita drew inspiration from the many cultural intersections around her but she also noticed a glaring gap in the casual clothing market. Most daily wear felt lifeless. Her artistic instincts saw an opportunity: to bring a fresh perspective to clothing that embodied movement, comfort, and creative freedom.

Gita set out to rewrite the narrative with pieces that were elevated, expressive, and effortless. She envisioned everyday women’s wear that merged comfort and style, firm in her belief that one should never come at the expense of the other. She wanted to create clothes women could truly live in, pieces that moved with them, supported them, and celebrated who they were without compromise.

In 1996 (or XCVI, in Roman numerals), she launched the brand’s first collection from the back of their Melrose store. The response was immediate and enthusiastic. As demand grew, Gita brought on Latvian designer Lilia Gorodnitski to expand the vision. Together, they crafted a line rooted in breathability, versatility, and thoughtful design, built on the belief that feeling good and looking good are inherently connected.

More than three decades later, XCVI remains true to that mission. In an industry shaped by fleeting trends and fast fashion, the brand continues to prioritize quality, integrity, and care. Today, XCVI is led by Gita’s children, Alon and Daniela, who grew up surrounded by sketches, swatches, and the hum of constant creativity. With fresh eyes and deep roots, they carry their parents’ legacy forward, anchored by the same unwavering principle: that style and comfort can and should always go hand in hand.

Fashion is a form of self-expression that persistently honors real life and the people living it, and