Alexey Yagiv: From teenage isolation to leading Israel’s BDSM and sex-positive retail scene

Alexey Yagiv, a 46-year-old Israeli entrepreneur, has transformed his teenage experience of isolation and shame regarding his BDSM interests into a public-facing career. Today, he owns Fetish Deal, one of Israel’s largest sex shops, and produces 'Decadence,' a series of BDSM-themed parties. Yagiv also performs as his drag alter ego, Alexa Vanilla, using provocative music to address sexual topics. He aims to remove the stigma surrounding kink and sexual expression, noting that his new showroom in Tel Aviv is designed to be bright and welcoming, moving away from the traditional, hidden nature of such shops. Yagiv reports that his clientele spans the spectrum of Israeli society, including religious individuals and politicians. He rejects the notion that sex toys are substitutes for partners, describing them instead as tools to enhance personal experience. Having immigrated from the North Caucasus, Yagiv says he chose to live openly despite initial family pressures. He remains a vocal advocate for liberalism and LGBTQ rights, hoping that Tel Aviv will maintain its status as a progressive and open city.