Evoking the origins of
Paradise
Pairi Daeza is a womenswear and accessories brand that grabs onto the rich cultural and artistic heritage of Iran as the inspiration source, incorporating antique and beautiful Persian arts and craftsmanship, which are close to extinction, into trendy fashion items; thus, endowing a modern life to such masterworks.
The name ‘Pairi Daeza’ in ancient Persian (‘pardis’ in contemporary Persian) means closed garden. Persian gardens were so exceptional that the word Pairi Daeza entered into all European languages as well as Semitic, Hebrew and Arabic and shaped the concept of godly paradise. The graphic logo of the brand is a miniature Persian garden that entails some key elements of such gardens: circulating water, exotic animals and geometric and symmetrical architecture dividing the space in four sections containing trees (e.g. weeping willow, Cyprus trees), orchards (e.g. pomegranate, almond, nuts, etc.) and flowers (e.g. roses, tulips, violets, Jasmines, oleander, lilies, tamarisk).
Photographs by Mosio
Pairi Daeza’s woman is a confident, international and intellectual woman, who constantly seeks new cultural experiences. The brand soothes such curiosity by revealing the stories of an unknown, mysterious and ancient world and keeps alive the surprise element through each collection by introduction of a new Iranian art or handicraft belonging each time to a new specific region of Iran.
The creative minds behind the brand are two Iranian sisters: Yasaman Rezaee (designer) and Nastaran Rezaee (merchandiser and brand manager), who through the product concept and communicational activities strive to promote values such as craftsmanship, cultural diversity, women empowerment, sustainability and redefining stereo types.
Termeh
Termeh collection FW 18/19
Persian jacquard (Termeh) is a very delicate fabric that is woven in two layers of weft and warp fibers, so that weft remains loose in the back of the fabric with a high density. Due to its unique weaving technique and dense texture, Persian jacquard has a desirable resistance and is generally more durable than other types of fabric. Persian jacquard is mostly found in silk with tr
Geometrical and asymmetric silhouettes play an important role in the FW 18/19 collection of Pairi Daeza. The key inspiration source in the creation of such shapes have been the Persian architectural elements such as Ahoo-pay (moqarnas).The main fabrics used in this collection are Persian jacquard-Termeh, which is structured enough to create the desired volumes; and velvet, which is in harmony with Termeh in terms of thickness but makes up for the flowy parts of the silhouettes.
Ghalamkar
Ghalamkar collection SS 18
Ghalamkar is an Iranian textile printing technique to obtain detailed patterns on cotton fabrics. Through this method the pattern blocks are carved into wooden stamps (often made of pear wood), which are used to stamp the fabric for numerous times depending on the size of the fabric and the density of the pattern. Afterwards, to stabilize the design the printed fabric is steamed for at least an hour and then soaked in a great amount of running water (e.g. riverbed). Subsequently the fabric is boiled in large copper vessels containing stabilizers and then goes through another round of washing. In the end, it should be left to dry in the open air.
A variety of floral and traditional patterns created through Ghalamkar printing technique have been the main focus of the SS18 collection of Pairi Daeza. The colors used in the patterns are all natural, and different shades are created through the use and combination of three primary colors: yellow, blue and red. To not overcrowd the garments, the designed silhouettes are quite flowy and easy to wear, which makes them perfect for an edgy street style; thus, each item can be effortlessly mixed and matched with a white t-shirt or a pair of jeans.
11.May.2020