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a makeover
home  /  men  /  brands  /  paria farzaneh


"I love the idea of a woman dressed as a ma," declared Paria Farzaneh, a graduate in Men's Fashion from London's Ravensbourne University and founder of her eponymous brand, created in 2017. Granddaughter of an Iranian tailor, and raised in England, she regularly returned to her motherland. It is from this ethnic mix that the young designer draws inspiration for her men's Ready-to-Wear collections, tinged with Eastern references and just a hint of Brit underground. Paria Farzaneh intends to change Western perceptions of Middle Eastern design through her engaging runways. The result is a harmonious synergy of traditional paisley motifs, comfortable oversize cuts and carefully selected materials. Admirer of Rei Kawakubo's work and passionate about grime, a sub-genre of rap defined by sombre productions, the young woman creates a '90s streetwear style featuring embroidered tracksuits and colourful prints. The brand's complex DNA struck a chord. Paria Farzaneh was selected by the British Fashion Council's NEW GEN programme and named the "One to Watch" in 2018, also benefiting from Frank Ocean's support as he wore one of her t-shirts to London's Lovebox festival.
For her Spring-Summer 2020 collection, Paria Farzaneh stages a society under surveillance by projecting images of the audience rather than the runway. Models in wigs appear in patchwork sportswear with fishnet and geometric features, illuminated by energising colours ranging from purples to fluorescent yellow. Chuck Taylors are at their feet, revisited from her collaboration with Converse. For the finale, models distribute yellow roses to the crowd, a symbol of peace and freedom in the Middle East, bringing the show to a close on a note of hope. Paria Farzaneh once again brilliantly portrays her vision of urban multiculturalism in the 21st century.
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