For its SS25 collection, PAIRI DAEZA transports fashion enthusiasts to an enchanting world where the mysticism of ancient Persia meets the meticulous craftsmanship of modern Italy. Launched in 2020 by Iranian sisters Yasaman and Nastaran Rezaee, the brand has quickly carved out a niche with its unique hybrid style, blending Persian artisanal techniques with contemporary European tailoring. This collection exemplifies the brand’s ethos of slow, sustainable fashion, combining symbolism and practicality in an effortless yet profound way.
A Tribute to Persian Heritage
The very name PAIRI DAEZA means “walled garden” in ancient Persian, setting the stage for a collection that draws heavily on Persian art, culture, and nature. The brand’s mission is to reclaim a lost identity, preserving endangered heritage through stunning fashion creations. Every garment tells a story, infusing ancient Persian mysticism into avant-garde designs meant for the modern woman.
This season, the designers have worked closely with small, marginalized artisan communities in Iran, bringing their handcraft techniques to the global stage. Traditional Persian motifs and ancestral craftsmanship are seamlessly integrated into garments, allowing wearers to carry the spirit of Persian artistry with them.
A Wardrobe Rooted in Versatility
The SS25 collection focuses on creating versatile and symbolic pieces, making it ideal for the contemporary woman who seeks both practicality and meaning in her wardrobe. From intricately tailored jackets and flowing skirts to pieces imbued with European fabrics and Persian embroidery, the collection showcases a masterful blend of East and West.
One of the standout features of the collection is its ability to remain deeply rooted in Persian tradition while embracing modern sensibilities. The use of luxurious European fabrics alongside intricate Persian embroidery and craftsmanship provides a stunning contrast that speaks to the brand’s vision of a world where mysticism and practicality coexist.
Sustainable Fashion with a Personal Touch
PAIRI DAEZA places sustainability at the heart of its design process. The collection is built on the principles of slow fashion, ensuring that each piece is crafted with love and respect for both the people who make them and the environment. The slow, mindful processes used by the brand not only result in high-quality garments but also ensure that every piece feels deeply personal and significant.
Yasaman and Nastaran Rezaee’s focus on diversity, freedom, inclusivity, and craftsmanship shines through in their thoughtful designs. Every piece is more than just clothing—it’s a statement of cultural preservation, environmental consciousness, and creative expression.
Embracing the Future of Fashion
With PAIRI DAEZA, the Rezaee sisters have created a brand that challenges the norms of the fashion industry while embracing the beauty of their Persian roots. The SS25 collection is a testament to their commitment to blending old and new, offering timeless yet forward-thinking fashion that resonates with today’s global audience.
