Behnoode

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Behnood Javaherpour was born into a family involved in design and textiles in Tehran; Iran. His father was the pioneer of designing and producing camping equipment in Iran at the time. Behnood’s mother was an antique dealer who was also involved in the thriving textile world.

As a child Behnood grew up in a household of creativity and colour – hence his passion for art and design developed very early on in his life. Drawing and painting became second nature to him and he loved his little sketch book where he used to take everywhere with him. He spent his primary school years in Tehran and learnt about the different materials and fabrics from his dad’s trade. Behnood fell in love with the world of textiles and fabrics and started doing collage boards with different coloured materials to make garments for his sketches.

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Behnood always had a special eye for fashion and was very curious and observant of the outfits people wore around him. He started to develop his passion for fashion as he grew into a teenager and believed strongly that he can have a major influence in this industry. He believed that due to socio-economic situation, Iranians were limited in their choices of clothing and that they became very distanced and estranged with the world of fashion. He wanted to change that and the only way to do it was to master the industry through knowledge and experience. Behnood moved to Italy at the age of 17 and whilst studying, he also started working with the local tailors learning the trade during his vacations. This experience was a huge learning curve for Behnood as he was able to learn the tricks of the trade first hand and gain the confidence required to create garments. He started designing and tailoring outfits and this became a full time job after he finished his high school. Behnood managed to save money and funded his further education at the Politecnico di Milano where he studied International Business and then later he went on to Instituto Marangoni to continue his passion and enthusiasm for fashion. He graduated in 2005 and by then had his label Behnoode was established in Napoli. After years of successful business in Italy, Behnood has extended his brand into the Middle Eastern market where his outfits are popular amongst the young professionals. Behnood has also managed to inspire and attract the young Iranians with his unique yet simple designs and is proud to have been able to influence the fashion industry in that region. He strongly believed that one day he will bring back colour, design and style to his people and the Middle East and today he has achieved this goal.

Behnood is fully committed to producing high quality, fun and unique designs for the global fashion industry.

Established in Napoli, Italy 2005, Behnoode a luxury brand, was founded by Behnood Javaherpour, a Persian fashion designer with a love for design and style.

The brand initially aimed to produce high end and exclusive suits both for men & women with discerning taste.

His love for art & his taste for design led him in 2016 to not only collaborate with contemporary artists by incorporating their works in the design of his garments but also to extend his activity in the world of contemporary art by inauguration of Behnoode Art Foundation.

Starting from 2019 Behnoode includes also the production of Interiors & furniture under “Behnoode Home”.

“Beauty Behind The Barriers”

AW20/21 Behoonde explores the relationship between your external public persona versus your inner authentic self.

“We live in a world dominated by power, wealth and celebrity and it’s influence can create a projection of an altered reality. This season I want to explore the valor behind the veil and the beauty behind the barriers. The authenticity of the individual soul by dissolving away the external appearance and revealing the genuine grace within” Behoonde