For a fashion house, securing a coveted spot on the official schedule of Paris Haute Couture Week (Instagram) is the ultimate accolade. This season, Swedish-Persian label ArdAzAei (Instagram) achieved that very dream, becoming a guest member and showcasing its Fall/Winter 2024-25 collection alongside the industry’s most esteemed names.
Integration into Paris Haute Couture Week is an incredibly selective process. The governing body, The Fédération de la Haute Couture et de la Mode (FHCM), has strict criteria that brands must meet. This includes a proven track record of high-quality design and craftsmanship, a commitment to made-to-order garments, and a Parisian atelier. For ArdAzAei, this meant not only years of honing their craft, but also establishing themselves within the Parisian fashion scene. Securing a guest member spot is a significant first step, and paves the way for potential future inclusion as a full member – a position that unlocks even greater prestige and access within the world of Haute Couture.
The Stockholm-based Maison, founded by artistic director Bahareh Ardakani in 2018, has rapidly gained a reputation for its unique aesthetic blend. ArdAzAei’s collections are a fusion of Scandinavian modernism, the rich heritage of Ardakani’s Persian background, and a touch of quintessential Parisian “savoir-faire.” This unique perspective is evident in the meticulous craftsmanship and timeless designs that characterise the label.
Beyond aesthetics, ArdAzAei champions sustainability within the luxury fashion world. The brand is a leading example of responsible practices, consistently seeking innovative ways to create using bespoke organic fabrics and collaborating with ateliers recognised for their commitment to ethical production. This dedication to eco-conscious practices makes ArdAzAei’s inclusion in Haute Couture Week all the more significant.
The runway show itself was a breathtaking exploration of Ardakani’s fascination with geometry and mathematics. Taking inspiration from the delicate petals of a Persian rose, the collection unfolded layers, pleats, and curves that transformed into mesmerizing interconnected loops when the garments moved. This interplay of form echoed the intricate structures of the universe, a theme further emphasized by the innovative use of 3D-printed ArdAzAei emblems meticulously hand-embroidered onto the garments. The collection wasn’t just visually stunning, it was also a testament to Ardakani’s meticulous attention to detail. Tailored silhouettes with corset shapes accentuated the figure, while the timeless quality of the pieces captured the essence of time as a non-linear dimension. ArdAzAei’s 2024-2025 Couture collection was a resounding success, leaving a lasting impression on the world of Haute Couture.
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