Years ago, Iranian women, especially the younger generation, avidly sought the right “brands” – meaning foreign, most preferably western labels. Foreign brands seemed cooler, more fashionable and were therefore more expensive. There were few domestic brands out there, and the ones that were, weren't regarded as tasteful by the young generation’s standards.
But a few years ago, things began to change. Domestic designers emerged with their own unique ideas. Colourful local designs for women started to appear and catch interest.
Nowadays, there are dozens of local brands, registered and unregistered, in Iran. Like others in the global fashion industry, the new designs hit the market every season. Like other fashion designers, they have their own models, but unlike others in the business, they are not so much into advertising around town. Their professional photos have instead made a home on social media.
Poosh (also known as Pooshema) designs a range of products, from clothes to accessories to handmade purses to shoes. Farnaz Abdoli is the main designer behind the brand who manages a group of clothing designers who make up Poosh.
“As a young girl I wasn’t able to find my desired streetwear. I would always think, why should I be forced to follow a specific format when it comes to street clothing? Why shouldn’t I put on something that is likeable and at the same time doesn’t clash with the Islamic dress code?” Abdoli said.
