29 Mar 2024
Monday 21 November 2016 - 11:00
Story Code : 239906

Persian style guide: First fashion encyclopedia published in Iran

Sputnik- The first national encyclopedia of Iranian fashion and attire has been published in Iran. It introduces its readers to the fashion industry of the Islamic Republic. The book will be presented at the international exhibition of clothes Daheye Fajr in late January 2017.

According toMehr news agency, the encyclopedia was published incooperation withfashion experts and fashion designers, the Ministry ofCulture, Islamic guidance group- Majlis Commission, radio and television ofIran and university centers and other associations.

The encyclopedia was published bythe cultural association Gagnus (translated fromPersian- Phoenix). It consists ofa single 300-page volume. In the annex there is also an atlas which serves asa guide tothe world ofIran's fashion and clothing.

The authors hope that the encyclopedia will be an excellent resource foranyone interested infashion. They also noted that intoday's world there are so many brands and fashion houses that are actively advertised inthe Iranian press and various blogs that the local consumers are actually not familiar withIranian designers and local clothing manufacturers.

Hence, withthe help ofthis book, the authors hope that Iranians will be able toget better acquainted withthe local fashion industry. Sonya Puryamin, chairman ofthe working group onmatters offashion and clothing ofthe Ministry ofCulture and Islamic Guidance ofIran, spoke toSputnik Persian regarding the main trends inthe Iranian contemporary fashion today.

Clothing has a direct link withculture and traditions ofany given society. For each ofus, seeing someone wearing particular attire gives us an idea aboutthe person's neatness, we can estimate how much time they spent onselection oftheir clothes and so on. Surely every one ofus, uponseeing a person ina national dress will show him special respect, Puryamin said. She further said that Iranian society overthe course ofcenturies has been influenced bydifferent cultures.

However, the main trend inthe evolution ofthe national Iranian dress is that it is becoming more simplified, or casual. Therefore, we can say that today the most desirable style is casual, the most practical and convenient, the chairman said.

Although if we are tostay fair, we must point outthat the traditional clothing inindividual tribes and nationalities living inIran retains its classic features. However, the more traditional it is, the heavier it is because it consists ofseveral layers atonce, Puryamin said. When wearing the hijab became mandatory inIran in1979, asa result ofthe victory ofthe Islamic Revolution, fashion inIran changed tremendously.

Although, even the hijab experienced various changes overthe years and sincethen it has been significantly altered, even if initially it had very conservative tendencies. According tothe chairman, such changes infashion inIran are strongly linked tothe transformation ofsocieties due toglobalization ingeneral. Similarly, Western fashion has majorly affected the traditional Iranian clothing sense.

The Iranian government was forced toreact inorder topreserve Irans national identity. As a result, the country's leadership even put a ban onwearing European hats forboth men and women. However, even such bans did not stop western fashion toseep intothe Iranian culture and wardrobe. Today, Iranian designers are inneed ofindustrialization ofthe national textile industry.

In other words, they face the challenge ofcreating national brands that will surely one day be able towin widespread popularity, especially amongIranian youth, Puryamin told Sputnik Persian. She pointed outthat inorder forsuch a plan towork, it is important that all the elements ofthe industry work ascohesively aspossible.

Especially important is the element ofadvertising. According tothe chairman, interms ofquality offashion products inthe past8 years, Iranian designers came upwith some incredible ideas and their realization made a real breakthrough. I had never seen such progress inany country! In Tehran alone, there are thousands offashion houses.

Each one ofthem has its own distinctive style, Puryamin said. She further said that these unique fashion trends are visible inthe appearance ofIranian women today who seek tolook chic. They choose distinctive type ofmantos (Iranian headscarf) which they combine withtheir attire fora modern look. Men inIran are also quite fashion forward, according tothe chairman.
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