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Born in Iran, educated in New York and working in Europe. The label’s Creative Director and Founder, Negarin Sadr, is an artist with a business mind.Negarin-SS13

As a trained sculptor and painter, Negarin conveys her message through clothing. Her strength lies in the experimentation of shape with texture and prints. She likes to take her inspiration from traveling to inspirational cities all around the world.

Negarin-SS13 blue

During her time at Donna Karan, Negarin’s unique style emerged as she carved out a new fashion direction, where garments became practical and visual art. Determined to shape her newfound career path, Negarin trained with some of the most respected high end and high street fashion houses in Italy to gain valuable experience and connections for her own label.

Soon she discovered the gap for adaptable, visually striking and affordable clothing. A business woman herself and in need of a suitable wardrobe, she quickly recognized the potential of her concept. Negarin took this opportunity into her own hands and hence founded her label in 2011. Today, her inquisitive and exploratory nature brings a youthful, urban buzz with architectural aesthetic to women’s fashion.

Negarin-SS13 white

Her approach to everyday luxury sees the very latest in high tech innovation cleverly concealed with fine attention to detail. Sophisticated tailoring creates sculp- tured garments and three dimentional depth to every outfit.

This season’s luxurious Italian fabrics combined with exotic prints put a fresh spin on timeless elegance for Spring Summer 2013.


Negarin-SS13 red


For AW13, Negarin reworks Kerouac’s “Beat Generation” into a fresh, new concept. The collection takes inspiration from the underground, anti-conformist 50s/60s vibe so prevalent in the literature of Kerouac and John Clellon Holmes. Silhouettes are slim and art house & reminiscent of Jane Birkin’s sense of freedom. The mood of the collection lets the rebellious 60s girl play into the world of her preppy sister.


Coats are oversized, peacoats are shrunken, knits are sumptuous, shirt dresses work into Negarin’s timelessness and travelled versatility. AW13’s dynamic Beetle and Geometric prints epitomize the fun & quirkiness of the brand. As with all Negarin’s collections colours are vibrant and uplifting, with innocent neutrals meeting dynamic jewel-like tones to create a colour mood that works from day through night and takes the Negarin woman from one time zone to another.


Polo necks are updated with Negarin’s signature intarsia detailing which incorporates the geometric print and shirting is beautifully thought out.

Negarin’s tailored pieces combine with fluid to meet the needs of every working woman’s wardrobe. Coats and jackets are once again at the forefront of the collection combining easy silhouettes with perfect fits and a clever reversible twist.




Negarin aw13 bootsSurplus





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