The Story of Behnoode

The Story of Behnoode

//Words: José Berrocoso//

The iconic luxury men’s & women’s wear brand takes you on a magical, mystical journey across the Persian mountains on an enchanting Iranian carpet by Heidarian in his Fall/Winter Collection.

Behnood Javaherpour was born into a family involved in design and textiles in Tehran; Iran. His father was the pioneer of designing and producing camping equipment in Iran at the time. Behnood’s mother was an antique dealer who was also involved in the thriving textile world.
As a child, Behnood grew up in a household of creativity and colour – hence his passion for art and design developed very early on in his life. Drawing and painting became second nature to him and he loved his little sketchbook where he used to take everywhere with him. He spent his primary school years in Tehran and learnt about the different materials and fabrics from his dad’s trade. Behnood fell in love with the world of textiles and fabrics and started doing collage boards with different coloured materials to make garments for his sketches.

The designer always had a special eye for fashion and was very curious and observant of the outfits people wore around him. He started to develop his passion for fashion as he grew into a teenager and believed strongly that he can have a major influence in this industry. He believed that due to socio-economic situation, Iranians were limited in their choices of clothing and that they became very distanced and estranged with the world of fashion. He wanted to change that and the only way to do it was to master the industry through knowledge and experience.

Behnood moved to Italy at the age of 17 and whilst studying, he also started working with the local tailors learning the trade during his vacations. This experience was a huge learning curve for Behnood as he was able to learn the tricks of the trade first hand and gain the confidence required to create garments. He started designing and tailoring outfits and this became a full time job after he finished his high school. Behnood managed to save money and funded his further education at the Politecnico di Milano where he studied International Business and then later he went on to Instituto Marangoni to continue his passion and enthusiasm for fashion. He graduated in 2005 and by then his label Behnoode was established in Napoli. After years of successful business in Italy, Behnood has extended his brand into the Middle Eastern market where his outfits are popular amongst the young professionals. Behnood has also managed to inspire and attract the young Iranians with his unique yet simple designs and is proud to have been able to influence the fashion industry in that region. He strongly believed that one day he will bring back colour, design and style to his people and the Middle East, and today he has achieved this goal.

His latest collection pays homage to the Iranian art world. This highly artistic vibrant collection merges couture, carpets and paintings. A collaboration that fuses creative minds from different perspectives to bring you another form of art. Behnoode blends couture fabrics inspired by renowned painters Wahed Khakdan, Mohsen Ahmadvand, Mehrdad Mohebali and Ali Akbar Sadeghi to transform his jackets into art pieces.

The collection is a collaboration and a celebration of Persian textiles and fabrics. A historical heritage that infuses both glamour and luxury on a backdrop of majestic mountains. As fabrics intertwine to create intricate designs, producing carpets and clothing that honor the Persian ancestry. Fashion and culture combine to ensure our customs and tradition are able to thrive.

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