Opened in Tehran the first boutique of Italian high fashion in Iran after-embargo
Seductive and glamorous evening gowns, leather miniskirts perfect in every detail, over the knee boots with stiletto heels. The ladies in the chador ‘Tehran-good’ will rub their eyes and wonder if it’s all true. Yes, it’s all true. In Iran post-embargo was opened the first luxury boutiques and single-brand of Made in Italy and to sign it is the Florentine designer Roberto Cavalli. (Elisa Pinna by Ansa – Tehran)
In short, in a month, it will also open a Versace store and insignia are ready, alongside those of horses, at 1 Alef North Street, Zaferaniyeh, one of the most elegant and rich of the Iranian capital. The Cavalli shop, a two-story structure built to the smallest detail – from the colors lights marble – as indicated by the Italian brand, is crowded. The prices do not scare, although a jacket can cost several thousand Euros, or worse, in the Iranian currency, tens and tens of millions of riyals.
Iran is experiencing a slice of the population that does not have money problems and is eager to taste the ‘joie de vivre’, if only within their own homes. Thus, an Iranian entrepreneur, Medhi Firouzan, president of KelideTalaei, along with Abbas Firouzan, and a third partner, Moezeddini, has thought to ask the franchise for the Republic of the ayatollahs of fashion brands and Italian luxury, one of the most popular products and appreciated in the world. The operation started two years ago, when Iran was still under slap by the international community.
Italians, however, designers have believed in the potential of a young market, cultured, hungry for culture and, in some groups, wealthy.
Thus, the first flag planted by Italy at the end of economic sanctions in Iran was in one of its areas of excellence. The members of the Iranian project is ambitious. “We want to transform Alef Street in via Montenapoleone in Tehran,” said Mehdi Firouzan ANSA, referring to the famous Milanese luxury street. “We asked Ferragamo, Armani, to other Italian and even European designers to open their single-brand stores in Iran. What we want more of our people is the quality of life and we want to offer it. Italy can help us” , he stressed. “The high fashion can become a bridge to bring Europe to Iran and to bring a future Iran to Europe,” added Abbas Firouzan.
So far in the Islamic Republic luxury garments made in Italy you could be found occasionally in some stores, but with a reduced choice to minimum and with a high risk of purchasing counterfeit products. The opening of the Cavalli store marks the start of a new season. The desire to change step is confirmed by Hanayeh, a young man of thirty degree in chemical engineering who, fascinated by the world of fashion, she decided to work in the new Cavalli boutique. “Iran is not the dark country, closed, violent which is described in foreign newspapers. Far from it,” he says. “A week ago, when we were still closed, people flocked to the windows, curious and proud that Tehran had finally such a store.”