FW 24/25

For the Fall-Winter 2024/2025 season, 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 oriental 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.

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, the 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.