AZHAND SHOKOHI

AZHAND SHOKOHI HAS ALWAYS DREAMT OF BEING A FASHION DESIGNER SINCE EARLY CHILDHOOD. SHE STARTED AZHAND SHOKOHI BRAND WITH
BEADS AND SEQUINS HER FATHER PURCHASED FOR HER 15 YEARS EARLIER AND A $1000. HERE IS HER STORY.


DESIGNER

AZHAND SHOKOHI WAS BORN IN TEHRAN, PERSIA. AT THE EARLY AGE OF 6 HER DRAWING ABILITY CAUGHT THE ATTENTION OF HER PARENTS.
SHE EXPRESSES THAT SHE INHERITED HER DRAWING TALENT FROM HER BELOVED FATHER. HE WAS A CIVIAL ENGINEER AT A PRESTIGIOUS OIL COMPANY,
THE NIOC (THE NATIONAL IRANIAN OIL COMPANY). HE WAS ALSO A PUBLISHED POET.
HER INTEREST IN DESIGNING STARTED SOME YERARS LATER AT A YOUNG AGE OF 10 WHEN HER BELOVED MOTHER, A BIOLOGY TEACHER AND PRINCIPLE, ENCOURAGED AZHAND TO LEARN THE CRAFT OF KNITTING, CROCHETING AND SEWING. SHE STARTED TO DESIGN PIECES OF CLOTHING AND JEWELRY FOR HERSELF.
AFTER MOVING FROM PERISA TO GERMANY AND THEN TO THE UNITED STATES, HER DESIRE OF BECOMING A DESIGNER WAS PUT ON HOLD.
SHE FOLLOWED HER PARENT'S WISHES AND STUDIED PRE-MED, MAJORING IN GERMAN.
AFTER MANY YEARS OF PERSUADING HER PARENTS TO ACKNOWLEDGE HER IN FASHION DESIGNING, SHE RECEIVED HER BACHELOR OF SCIENCE IN DESIGN FROM THE UNIVERSITY OF CINCINNATI. COLLEGE OF DESIGN, ARCHITECTURE, ART AND PLANNING (DAAP), DOUBLE MAJORING IN FASHION DESIGN AND PRODUCT DEVELOPMENT.
SHE WAS INSPIRED BY MANY DESIGNERS SUCH AS RALPH LAUREN, OSCAR DE LA RENTA, CHANEL, DIOR AND VALENTINO.
SHE WORKED IN THE FASHION INDUSTRY FOR MANY PROMINENT COMPANIES IN CALIFORNIA AND NEW YORK CITY INCLUDING WARNICO, CHAPS ® RALPH LAUREN.


AUTUM 2009, AZHAND SHOKOHI ORIGINATED A FASHION JEWELRY LINE UNDOUBTEDLY DIFFERENT FROM ANYTHING TRADITIONAL, INSPIRED BY MEDIUMS OTHER THAN METAL, EVOKING AN AESTHETIC THAT IS BOLD, CHIC, AND LUXURIOUS.
HER JOURNEY STARTED WITH SEQUINS, RIBBONS, CHAINS, VINTAGE TREASURES, YARNS, BEADS, SCARVES AND MANY MORE ESSENTIAL PIECES TO CREATE AN ELEGANT AND BEAUTIFUL FINISH. "TODAY I AM DESIGNING WITH RIBBONS AND YARNS.
TOMORROW WHO KNOWS WHAT WILL INSPIRE ME. "MY FATHER BOUGHT THOUSANDS OF SEQUINS AND BEADS FOR ME WHEN I WAS 15 YEARS OLD. HE ALWAYS BELIEVED IN ME AND HE KNEW THAT I WILL BE DESIGNING SOMETHING GREAT WITH THEM. AND I DID. MY FIRST COLLECTION WAS JEWELRY. I WANTED TO DESIGN SOMETHING UNUSUAL AND UNIQUE. A JEWELRY DESIGN OTHER THAN WHAT HAS ALWAYS BEEN IN THE MARKET."


IN 2011, AZHAND SHOKOHI, ESTABLISHED AZHAND SHOKOHI BRAND, AN AVANT-GARDE LABEL. SINCE IT'S LAUNCH, THE BRAND HAS EXPANDED TO INCLUDE A RANGE OF ELEGANT EVENING-WEAR, ONE-OF-A-KIND FASHION JEWELRY, CHIC READY-TO-WEAR, ROMANTIC BRIDAL AND EDGY GOLF LINE.
HER SIGNATURE FASHION JEWELRY AND READY-TO-WEAR COLLECTION INSTANTLY RECEIVED THE ATTENTION FROM HER HIGH SOCIETY CLIENTS INCLUDING CELEBRITIES, MAGAZINES AND BLOGS ALL AROUND THE GLOBE.

AZHAND SHOKOHI LAUNCHED HER BRIDAL COLLECTION WITH A CREATIVITY AND CLASSICAL ELEGANCE COMBINED WITH TIME-HONORED TECHNIQUES TO CREATE A GLAMOROUS COLLECTION THAT ENCHANTS THE SENSES AND REDEFINES ROMANCE. THERE IS ALWAYS AN ELEMENT OF INTEREST, EITHER IN THE SILHOUETTE OR WITH LUXURIOUS DETAIL. CREATION OF EXCLUSIVE AND DISTINCTIVE PIECES FOR HER CLIENTS, ONCE AGAIN SHE OFFERS SPECIALTY UNIQUE HANDMADE DESIGNS.
PERSIA REMAINS HER SOURCE OF INSPIRATION. THE BRAND REFLECTS OF TIMELESS ELEGANCE, LUXURY, AND MAINTAINS A FORM OF SOPHISTICATION WITH INTRICATE DETAILS. "THE DESIGNER THAT I AM TODAY IS EFFECTED ENORMOUSLY BY THE RICHNESS OF THE PERSIAN CULTURE. IN ADDITION, I AM PASSIONATE ABOUT THE EXTRAVAGANT WORLD OF HAUTE COUTURE - THE LAVISH FABRICS, EXQUISITE JEWELS, ADN ORNATE TRIMS.

AZHAND SHOKOHI VISION IS TO MERGE ART THROUGH FASHION BY CROSSING TRADITIONAL BOUNDARIES OF DESIGN TO PRESENT GARMENTS AND ACCESSORIES AS ENGAGING, ATMOSPHERIC ART, SOPHISTICATED, YET EDGY. THE COLLECTION IS ELEGANT AND BEAUTIFUL WITH ATTENTION TO DETAIL. THE CREATION OF EXCLUSIVE AND DISTINCTIVE HANDMADE DESIGNS.

AZHAND SHOKOHI CONTRIBUTES TO THE WORLD'S OBLIGATION FOR THE PROTECTION OF THE ENVIRONMENT, ANIMALS AND CONTRIBUTES THE ECONOMIC STRENGTH OF SOCIETY, AND FUNCTIONS AS A GOOD CORPORATE CITIZEN ON A LOCAL, REGIONAL, NATIONAL AND GLOBAL BASIS. WE DON NOT USE FUR OR NAY ANIMAL PRODUCTS IN OUR WORK.
THE COLLECTIONS ARE MADE AND PASSED THROUGH THE HANDS OF THE DESIGNER. WE ARE AN INDEPENDENTLY OWNED SLOW FASHION HOUSE. OUR DESIGNS ARE CREATED AND HANDMADE IN THE UNITED STATES. THE BRAND AINS TO SUPPORT HIGH-END FASHION MANUFACTURING.
WE PRESERVE OUR METHODS OF MICRO-PRODUCTION AND HOLD THE MOST INVOLVEMENT IN THE PRODUCTION PROCESS. OUR CRAFTSMANSHIP THROUGH AND CULTURAL PROCESSES ARE OFTEN RECOGNIZED AND APPRECIATED BY ASPIRATIONAL CLIENTS.

ARTIST

AZHAND SHOKOHI'S ABILITY TO DRAW WITHOUT ANY PRIOR TRAINING CAPTURED THE ATTENTION OF HER PARENTS WHEN SHE WAS ONLY 6 YEARS OLD. AZHAND PRODUCED MANY DRAWINGS AND SKETCHES THAT INCLUDE STILL LIFE DRAWINGS, DOMESTIC INTERIORS, PORTRAITS (OF HERSELF AND OTHERS) AND IMAGINATION-BASED DRAWINGS. PENCIL DRAWINGS ARE INTENSE AND HARD TO DRAW BUT THIS MEDIUM IS HER FAVORED CHOICE.

IT WAS NATURE THAT FIRST STIRRED AZHAND SHOKOHI'S ARTISTIC INCLINATIONS. PERSIAN OR IRANIAN GARDENS HAVE INFLUENCED THE DESIGN OF PERSIAN ARTISTS THROUGHOUT CENTURIES. THE IDEA OF AN EARTHLY PARADISE SPREAD THROUGH PERSIAN LITERATURE AND EXAMPLE TO OTHER CULTURES, THESE GARDEN'S, A FORM OF GARDEN THAT ATTEMPTS TO EMULATE THE GARDEN OF EDEN, PURPOSE WAS, AND IS, TO PROVIDE A PLACE FOR PROTECTED RELAXATION IN A VARIETY OF MANNERS: SPIRITUAL, AND LEISURELY. DRIVEN IN PART BY THE DISSATISFACTION WITH THE PRESENT GOVERNMENT IN PERSIA, AZHAND WAS ENCOURAGED BY HER PARENTS TO SOUGHT OUT PLACES RESEMBLING EARTHLY PARADISES, FEEDING ITS PSYCHOLOGICAL AND SPIRITUAL RESONANCES INTO HER WORK.

AZHAND IS ALSO "VERY SENSITIVE TO PERSIAN MINIATURE PAINTING'S COLORS AND PERSIAN LANGUAGE (FARSI), ITS EFFECTS OF COMPLEMENTARIES, CONTRASTS AND HARMONY." PERSIAN MINIATURES ARE INCREASINGLY CREATIVE AND COMPLEX. THESE DELICATE, LUSH PAINTINGS ARE TYPICALLY VISUALLY STUNNING, WITH A LEVEL OF DETAIL WHICH CAN ONLY BE ACHIEVED WITH A VERY FINE HAND AND AN EXTREMELY SMALL BRUSH.

HER DESIRE TO PURSUE TO DRAW WAS REFOCUSED WHEN SHE REALIZED HER LOVE FOR FASHION. ALTHOUGH, SHE ALWAYS SAYS HER FIRST PASSION IS DRAWING, SHE PAID MORE ATTENTION TO HER LOVE FOR FASHION. BUT LIKE A TRUE ARTISTS SHE NEVER STOPPED HER DRAWING COMPLETELY.

BETWEEN 2006-2008, AZHAND REVISITED HER PLACE IN ART AND PRODUCED EMOTIONAL, VISUALLY ARRESTING DRAWINGS OVER THE 2 YEARS COURSE. PRIOR TO 2006, SHE EXPERIENCED A LIFE ALTERING LOSS IN THE FAMILY. TO HELP HER GETTING THROUGH THESE HARD TIMES SHE RELIED ON HER DRAWINGS.

"TO ME DRAWING IS RELAXING AND TIME JUST DOESN'T EXIST ANY LONGER". ~AZHAND

THIS WEBSITE IS DEDICATED TO MY BELOVED PARENTS, MALIEHEH DAVAR SHOKOHI AND AMIR HUSHANG SHOKOHI, THUS, WITHOUT I WOULD NOT BE HERE.

© 2011-18 AZHAND SHOKOHI, ALL RIGHTS RESERVED.
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