PAIRI DAEZA is a sustainable fashion brand founded by two Iranian sisters who fight to raise awareness of the condition of Iranian women, and which brought the Persian New Year “Nowruz” to the Senato Hotel Milan on 21 March 2024 between music, literature, culture of food and fashion.

The celebration of the Persian New Year is based on one of the most precise calendars in existence: the Khorshidi Calendar, still in use in Iran and determines the date and time of Nowruz, the Persian New Year. Nowruz, which means new day in the Persian language, coincides with the spring equinox, the time when day and night are equally long (usually around March 21).

In collaboration with Senato Hotel Milano and YAM112003, PAIRI DAEZA – sustainable fashion brand founded in Italy by two Iranian sisters who fight to raise awareness of the condition of Iranian women – brought Nowruz to the center of Milan, to celebrate the rebirth of nature in a event inspired by poetic Persian traditions, including music, literature, food culture and fashion.

During the event, PAIRI DAEZA presented a curated selection of its FW24/25 pieces, rich in Iranian craftsmanship from different parts of Iran: Persian jacquard dresses from Yazd, shirts with mirror embroidery from Baluchistan, cardigans with ‘ Pateh’ from Kerman, denim outfits with inserts of small Persian kilims handmade by nomadic women living in the north-west of Iran, tops with hand-printed ‘Ghalamkar’, brass brooches with hand-engraved zodiac signs and accessories made through the ‘Khatamkari’ wood inlay of Esfahan.

The top-quality fabrics in a natural and cruelty-free blend were obtained thanks to the collaboration with the best Italian fabric retailers who recycle high-quality inventory and production surpluses.

The collection is ‘Made in Italy’, where the brand is based, but is fueled by the PAIRI DAEZA dreams of ancient Persia and is in fact produced in collaboration with small marginalized communities of artisans in Iran with the aim of supporting them economically and at the same time as reviving traditional Iranian craftsmanship.

During the evening, PAIRI DAEZA also presented an installation of the scarf collection ‘Women, Life, Freedom’, a movement led by women, for the first time in an Islamic country. The collection is created in collaboration with twelve Iranian artists from all over the world. Each artist created a unique design, incorporating messages related to the movement in Iran, with the hope that these will travel across locations and keep the conversation about this women-led revolution alive. All profits from the sales of the scarves will go to the Abdorrahman Boroumand Center (www.iranrights.org), a human rights organization and supporter of the movement in Iran.

Defining the boundaries of a new ethical fashion brand, the PAIRI DAEZA collection, with its silent strength, sends a message of hope and passion to a new generation of dreamers who they care about human stories and have the courage to speak out against oppression.

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