PAIRI DAEZA FW24 / Fall Winter 2024 – 2025 at Milan Fashion entitled URBAN MYSTICISM
For PAIRI DAEZA Fall Winter 2024 – 2025,the PAIRI DAEZA design ethos is channeled into timeless mix-and-match essentials. Grounded by eco-responsible pragmatism, poetry and mysticism infuses a range of garments, where clean occidental cuts are stitched together with culture details to create urban and contemporary pieces that embrace different morphologies and occasions.
Made in Italy, where the brand is based, but fueled by dreams of ancient Persia, the collection is produced in collaboration with small, marginalized communities of artisans living in Iran. The aim is to generate revenue streams for these craftsmen while rejuvenating traditional Iranian crafts.
Premium natural-blend and cruelty-free cloths have been sourced through collaboration with top Italian fabric stockists, who upcycle high quality deadstock and production surpluses. Richly colored symbolic motifs and hand-made embroideries recall everything from the carved wood latticework of orosi adorning the architecture of ancient Persian palaces to iconic Iranian kilims and solar zodiac signs.
An emblematic ‘boteh’ based on the shape of the evergreen cypress trees, represents a symbol of life and eternity, and appears as paisley motifs in suits and coats made of Persian jacquard, or as hand-embroidery decorating sweatshirts and cardigans made of cotton jersey.
Astrological signs, inspired by 13th-century Persian manuscript, are etched by craftsmen from Esfahan (Iran) into brooches made of brass; or carved into wooden blocks to handprint the pattern on tops and garments’ lining, through ancient Persian ‘Ghalamkar’ technique.
Detail and techniques PAIRI DAEZA FW24 with Baluch mirror-embroidery, which is a heritage art recognized by UNESCO, is carried out by craftswomen of Baluchistan and adorns the collars and sleeves of the shirts and the surface of denim skirts.
Denim suit, coat, dress and bags feature small rugs hand-knotted by nomadic women living in north west of Iran. Graphic bags and accessories are made through complex wood marquetry (‘Khatam-kari’ in Persian), and totes are cut in intricate Persian jacquard.
Defining the contours of a new ethical fashion brand without borders, PAIRI DAEZA Fall Winter 2024 – 2025 wardrobe, with its quiet power, sends a message of hope and passion for a new generation of dreamers who care about human stories and dare to speak out against oppression.
ABOUT THE BRAND
Made in Italy but fueled by dreams of ancient Persia, PAIRI DAEZA (which means “walled garden” in ancient Persian) was born in 2020 to create collections in collaboration with small, marginalized communities of artisans living in Iran.
Their vision is to reclaim a suppressed identity and an endangered heritage through Iranian art and craftsmanship, creating unique, hybrid and unconventional styles where orient meets occident and where mysticism is fused into practicality.
Centered on versatile, avant-garde pieces imbued with symbolism, the brand’s wardrobe fuses European fabrics, modern cuts and ancestral Persian artisanal techniques, lovingly crafted on the wings of diversity, self-expression, freedom, inclusivity, craftsmanship and sustainability. Slow processes are at the core of the PAIRI DAEZA universe, developing collections with a mindful approach to the people who make them, as much as to the wearers of the clothes and Mother Earth herself.
Behind the brand stand two Iranian sisters — YASAMAN REZAEE, the brand’s creative soul, and NASTARANREZAEE, the brand’s business mind. Complementing each other is what makes the sister-duo strong and creates an alluring mix of mystical practicality.
ABOUT THE DESIGNERS
YASAMAN REZAEE is the brand’s creative soul. She studied in Cyprus, worked as an architect in Iran, and then moved to Italy to continue her studies with a focus on Iranian sustainable architecture.
Being exposed to the influence and beauty of the Italian fashion industry, she decided to pursue her education in Fashion Design at Istituto Marangoni, Milan. Ever since her graduation her life goal has been to use fashion to bring back the glory to her suffering Iranian identity. For that purpose, she started to investigate and explore into Iranian arts and crafts to put together a network of marginalized artisans.
Through collaboration with this network, she started to incorporate refined Iranian craftsmanship into practical styles, first starting the project in Iran, then moving back to Italy in 2020 to start up PAIRI DAEZA on an international level together with her sister.
NASTARAN REZAEE is the brand’s business mind. She studied computer engineering in Cyprus and worked as a software developer in Iran, but then decided to pursue her education in Fashion and Luxury Brand Management at Istituto Marangoni, Milan.
After her Master she started to work at Borsalino, being involved in different parts of the value chain and understanding how to add value to the customer experience across different touchpoints. In 2020 she decided to join her sister in realizing their long-lasting wish, launching PAIRI DAEZA, to reclaim their suppressed identity and the endangered Iranian heritage.
All images PAIRI DAEZA FW24 by PAIRI Daeza
PR Maximilian Linz Milan