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In conversation with the fashion entrepreneur and influencer, Parysatis

Franco-Iranian, Parysatis built her career in the fashion world as an influencer and entrepreneur between Paris and Marseille. Recently, she launched the very first collection of her brand Syrah Paris, presenting some timeless pieces in limited quantities produced in France. Discover her universe and her connection with art!

Could you tell us about your career in the world of fashion?

I started by going to a business school in Reims, and I did my very first internship at Louis Vuitton. There, I was in charge of communication, advertising and image. That’s when I realized that I preferred to do that rather than finance.

So when I went back to school, I switched to fast-tracking my studies in luxury management. Then I did the IFM (the French Fashion Institute), to deepen my knowledge and it was very enriching. Then I ventured to Dubai to work in an agency. I went there to be able to get in touch with the key players in big fashion houses. I wanted to be able to mix and explore the DNA of each brand without limits and be able to work with everyone. Later I joined Ykon, an influencer marketing agency based in Paris when they were opening offices in the Middle East. I stayed there for three years before going back to Paris and started my own venture.

So it was after Dubai that you started your entrepreneurial career?

Yes! I created my own brand Syrah which focuses on lifestyle, clothing and other products. At the very beginning, from mid-2019 to mid-2020, it was more of a hobby that I was doing next to consulting for brands. I also really wanted to explore my own brand identity and create my own DNA. So I took on a partner 6 months ago and together we created the whole brand universe. We called it Syrah in reference to my Franco-Iranian origins, I really wanted to mix my two origins together.

Credits: Syrah Paris

Why did you choose the name Syrah?

It’s inspired by my origins but also the city Chiraz in Iran, where red wine was historically produced. What we liked about the brand name is that it is rather gender neutral. Also, the production process of this wine and the philosophy that accompanies it perfectly illustrate what we want to do with Syrah.

The first focus for the brand was being about celebration, being about items we have when we’re happy around the table. Additionally, we liked the idea of connecting our ethos to wine, creating a product that ages like wine in that it only gets better with age.

We launched our first women’s line on December 21st, 2020 with three pieces, a skirt, a dress and a top. We also upcycled vintage pieces such as reworked sweaters. Additionally, towels and tablecloths. We wanted to collaborate with other entrepreneurs, artists and so on. We are a brand that makes synergistic products with other brands. I always love working with others.

What do you think about consumption in relation to fashion?

I personally have stopped buying fast fashion three years ago. I don’t go to Zara or H&M anymore because I realized that I don’t keep most of the pieces I buy from there. I stopped buying that kind of ‘Kleenex’ trendy clothes since they are only used once or twice. I prefer to invest in pieces that may cost a bit more but last in my closet.

Credits: Syrah Paris

Is sustainability at the core of the Syrah brand?

We have reasonable prices that make our pieces accessible and sustainable. They are made in France, so yes, we may not make historical margins or anything like that but it’s a choice that we made. However, we do not forbid ourselves from creating premium capsule collections, which are more expensive due to their material design or sales channel. We also do not limit ourselves to make products in Portugal or Italy if it makes sense.

We also want to be careful with our workshop choices, making sure that we are supporting ethical work practices. We also have a limited stock, we sell each piece in pre-order to avoid overproduction.

Where do you find your daily inspiration?

That’s a bit complicated right now with COVID obviously, but I find inspiration on the internet. Generally, I find inspiration during my travels, discovering little villages. I live between Paris and Marseille, so I love to explore those two regions when I can. It’s often during my wandering through the streets in those places that I get inspired.

Credits: Syrah Paris

What was your last artistic discovery?

Recently it was an Israeli-Iranian singer Liraz Naz and I loved her inspiring songs. I love that she connects the two countries that are so often in such political turmoil, she manages to make it beautiful.

How does art influence your life?

I love colors, it’s not that obvious with Syrah at the moment. Art by my friend on SINGULART, Laura Gulshani perfectly represents the kind of art that I love. It’s feminine, but not too over the top, her work her works just add sunshine to everyday life and that’s what I like in art. It can be something that radiates and transports you. With Gulshani, I am taken somewhere unknown, since she is Colombian, Canadian, Iranian and lives in Paris, and she loves the Mediterranean. There is all this mix that she shares in her works. In fact, I love to dream and escape somewhere else from where I am at one point and the images make me travel, it’s my breath of fresh air. I also like Zahra Holm’s work very much, we enter into a magnificent universe.

What artistic sytle represents the Syrah brand best?

With our summer collection, I would say impressionism. With the themes of the ocean, lakes, the powder and pastel colors.

Credits: Syrah Paris

Is fashion an art? How do these two circles come together?

Yes, I think the two feed off each other. Typically when you see Laura Gulshani create for brands, it’s an art. She magnifies everything to show the best of a brand’s DNA while keeping her signature. When you look at the fashion shows, for example, Dior’s last show, I feel like I’m looking at a renaissance painting and I felt like I was in a museum. The runways are truly cultural events. So art and fashion really need each other and feed off each other to define each other.

What is your fondest memory from your career in fashion?

The Chanel fashion shows. I found them magical. All of that work for a 10-minute show, it’s completely crazy and then when you see the pieces, you understand.

What is your biggest dream?

Dress Farah Diba, the former Empress of Iran, for a social gathering in Paris on a summer evening. And then make Made in Iran happen and succeed in connecting Iran and France and dress women and men I admire, like the Obamas or Robert Hossein. But hey, as long as I bring joy to the people I work with and with what I create, I’m fulfilled.

Credits: Syrah Paris

Do you have a piece of advice for young artists and creators who are hesitating to embark on their career?

I’ve always hated taking huge risks in my life, I think the current situation is even less conducive to that. But when you follow what you like to do and when you are really passionate and happy in what you do, you don’t sleep and you just want to work. You’ll always find the time to do what matters to you, by taking small jobs on the side and devoting all your free time to your passion. Anyone can breakthrough with a lot of work! You have to be patient, stay in the long run, there is no age or deadline in your life to start new projects!