Overview
Established in 2014 by Elham Atighi in Tehran, Iran, Elham Atiqie Womenswear is a brand born from a passion for crafting limited, slow-made streetwear pieces for Iranian women. More than just garments, each piece narrates a story infused with hard work, meticulous attention to detail, and love.
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My Role
Founder, Lead Fashion Designer, Market Research
TimeLine
January 2014 - January 2022
About
In her fashion journey, Elham embraced storytelling. Growing up in Iran, a land rich with stories, she naturally honed this skill. Passionate about collaboration, she used storytelling to create clothing inspired by real people's experiences. For Elham, clothing is a personal and interactive way to share strong stories.
Recent Project
Elham Atighi's latest project, a component of her thesis work, integrates both physical and digital products. The research centers around leveraging storytelling as a framework for design, fostering connection, and enabling self-expression. The outcome is a platform named Binding Threads, which encourages people to interact with fashion. This platform allows a designer/researcher to explore, critique, and propose an alternative perspective on the fashion service and design process through the lens of multi-storytelling.
Creative Direction
Manage the entire design process from market research to deliver the products
Establish future roadmap for the brand
Create a cohesive theme for the seasonal line.
Design the core components of the styles for the line
Ensure that each style executes on the creative vision
Worked closely with tailors
Developed brand identity and lead the digital marketing team
Visited retail stores consistently to understand how our products are showing up
Design
Research industry, design and art channels, and present relevant concepts in order to inform product ideation and conception
Create concept, inspiration boards, and seasonal colour palettes
Articulate design vision through sketches, technical and detail drawings
Develop strong knowledge of construction standards, fabrics/trims, keyfits, etc.
Collaborated with developers through the sampling process
Select materials and trims based on functionality, aesthetic, and trend
Manage and organize samples, trims, headers and colour palettes
Manage carryover styles and begin designing basic styles
Pattern making and technical design
Make patterns for prototyping
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