Persian Idea: The New Innovation Centre In The International Fashion System

Persian Idea Milan Fashion Week FW19

Represented by Guitar PR.

At the center of the SS19 collection is the concept of HUMANITY.

The Humanity of Human is the essence of Persian Idea’s SS19 Menswear collection and it is the synthesis of the research for unity through the pluralism of traditions and cultures which charactherize the whole activity of Persian Idea. It’s a path towards the enhancement of the human being which involves an eco-sustainable, functional and rationale approach. The whole chain – from creation to production – is based upon highly innovative technologies able to protect the environment and to abolish wastes. A vision that translates into garments whose aesthetic is minimal: cuts recall geometry; colors span from white, blue and black, basic nuances broken by coloured details, azul, mustard yellow, orange. The land of “One Thousand and One Nights” becomes the center of a new creativity which combines the antique with the contemporary, the particular with the universal: modernity is not meant as a destination anymore but as a route and the ethical concepts of all cultures are the same and create the trait d’union between different styles.

Persian Idea: Milan FW19

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Persian Idea provides an innovative vision of fashion which has the aim to open up the dialogue between Iran and the international fashion system and whose focus centres around three main themes: an approach to fashion which is wide and involves the whole lifestyle dimension; the empowerment of young talents combined with a new vision of creativity which becomes a mean to overcome gender divisions, to bring back to the center the human dimension of the Human being; and, finally, the commitment towards the eco-sustainability. The company, whose headquarter is based in Teheran, controls directly the whole fashion chain, from creation to production and promotion, and it is based upon highly innovative technologies able to protect the environment and to abolish wastes. The company – led by the enterpreneur Javad Sedghamiz – plans to become a priviledged representative for the dialogue between fashion from Iran and international fashion, on both directions.

“After what we achieved in Florence, we are proud to present our new project in Milan. In which, alongside with gathering most talented designers of our country and presenting their spectacular work within the Persian Idea brand, it pursues three objectives. Firstly, we aim to respect the culture of our country along with using it as our main inspiration. Secondly, we plan to start new projects which are inclusive toward the countries that we share borders with. Finally, thanks to our researches and studies, offer specialized consultancies to those foreign brands that plans to export their products in our country. Now we intend to invest in Italy and – in order to present our best – we plan to open a showroom in Milan, which will be followed by an opening in Paris, in both menswear and womenswear.”

Persian Idea Mode ArTech, Iran-based private company founded at the beginning of 2018, is a leader ecosystem in the activities of design, training and media for the fashion industry. It manages all the phases of the fashion chain, from creativity to production, through its specific divisions: design studio, the innovatively equipped office which gathers the most talented Iranian and international designers and is made up of two design departments, one sampe-making and one 3D department; the public relations, media & event planning area, the Educational Center, the Research & Development hub; and, finally the directly controlled showroom and Art Gallery.


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