At the age of 26 and following a Ministry of Labor course in public relations, he shifted to the fashion industry and in 1995, opened his own studio.
Besides fashion design for the broad public, Mr. Kedem began designing for dancers (Rina Sheinfeld, Vertigo), for the theater (Medea, Gesher Theater), for various musicals (the Idan Reichel Show), cinema (Secrets) and TV (In Treatment, Golden Girls, Dolls).
Kedem sasson known as an architect of clothing because of its sculptural cuts “for me the fabric is like a canvas to paint on or any other material that I can sculpt him.
The brand holds boutiques in Tel Aviv in addition to many boutiques worldwide (USA, Australia, Russia Germany and Finland) which sell the Kedem Sasson brand name.
In 2016 Kedem sasson opened a new brand by the name AmmA – over size for small women – bohemian chic in Shabazi st Tel Aviv.