JAVA-SEPT-2016

It is hard to predict the new trends in fashion
unless you are absolutely plugged into Paris,
Milan or New York City. But some pioneering
young designers are making the decision to
go it alone. With steadfast confidence and the
building blocks for a solid brand identity, Parisa
Zahedi—the passion and energy behind the CURIIOS
online fashion experience—has launched her startup
empire.
Zahedi’s concept is not just a brand or label, but an
entire identity, as she explains it. CURIIOS is not just
about the clothes, it’s also about the lifestyle. Zahedi
is challenging young women and men to be part of
her movement. And judging from the volume of their
social media traffic, the CURIIOS team is proving
itself as a force to be reckoned with.
CURIIOS launched its online presence in October
2014. They stock all kinds of fashion, from daywear
to women’s dresses, shoes, bags and wallets, as well
as men’s clothing and accessories.
Zahedi shared some of her personal sources
of inspiration and ideas about the powerhouse/
party lifestyle.
What was your introduction to fashion and
styling?
My introduction was the cliché of all clichés: flipping
through magazines at a young age, dreaming of being
a part of it some way, somehow. As far as styling
goes, I was always playing dress-up with friends
or giving advice when we would go shopping. As I
became older, I realized I had a knack for it and began
to take on friends as clients. Through that, word
spread and it turned into a job!
I started as a personal stylist/shopper, and to this
day it’s my favorite part of the gig. The smile from a
happy client is enough to keep me going. This led to
styling creatively. I began to explore the editorial/
visual art world. It took my heart and never let go.
Being a part of that transformation on set is so
exhilarating. Seeing the pieces you’ve been pulling
for days come together is amazing. It keeps me going,
keeps my creative mind working, and allows me to
have a job I love. I’m so thankful for that.
Did you go to art school or fashion school for
this? What is your formal training background?
I graduated from FIDM in Los Angeles with a Fashion
Design degree. I mainly went there to learn the
technical side of things, as I previously had a hand
at sewing. This process of school, living in a big city
Photo: Alina Celik
and being surrounded by incredibly talented people
aided in my ideas and motivation to open shop. As
far as my styling work, I have never had any training.
Everything I know is self-taught through research,
experience and making mistakes. Is there any better
way to learn? Doubt it.
How long have you been styling in Phoenix?
Can you share any stories with high-profile
clients? Who is your favorite to work with
and why?
I have been styling on and off for 12 years. Personal
styling, editorial styling and workplace styling
through seminars. Styling has followed me away
from Phoenix, to San Diego and Los Angeles. I prefer
not to discuss the high-profile clients. There have
been two, and both were incredibly kind, open to
everything I threw their way, and so appreciative! I
couldn’t ask for anything more.
What kinds of looks inspire you? Where do you
go for inspiration?
Let’s just say I am all over the place! I go bananas
over designers such as Issey Miyake, Rick Owens,
Alexander McQueen, Gareth Pugh, Proenza Schouler,
etc. They may be different season to season, but
Photo: Travis Seale
you can always tell which pieces are theirs. I’m
influenced by design that is impactful, has something
to say on or off the body and makes you think. On the
flip side of that, I am influenced by people and their
personal styles. These are just a few of the closets
I would gladly rummage through: Daphne Guinness,
Gwen Stefani, Freddie Mercury, David Bowie, Anna
Dello Russo and more. I go to certain brands, humans,
music and basically anything tangible for inspiration.
Inspiration is such a powerful and integral part of
life. It comes and goes, and sometimes I find it in the
oddest of places.
What is your involvement with Phoenix Fashion
Week? We know you have been called “top”
stylist when working with them. What was the
context? Do you plan to work through Phoenix
Fashion Week to launch your own original
designs?
Phoenix Fashion Week had chosen six top stylists in
the state of Arizona to showcase their work at the
“Spring Into Style” show back in March. I was so
honored to be chosen as one of them, to show among
all these other incredible stylists. Through this, I have
had several opportunities to do other projects with
PHXFW and other fashion industry people around the
state. I am so grateful.
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