Spotlight on

This holiday season....check out a fabulous upcoming designer who has created her own niche in womenswear fashion, her designs are strong and reflect the modern woman beautifully. Perfect for an evening out or a red carpet, her designs are to die for. What greater joy, than to have one of her classic cut dresses brighten up our holidays this year.

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FASHION DESIGNER Porscia Yeganeh 

Porscia Yeganeh, the internationally acclaimed designer behind the renowned PORSCIA® fashion line, has been crafting designs that are the epitome of practical luxury for more than two decades.

Yeganeh’s remarkable talent and eye for fashion was evident since she was a child growing up in Iran. At the age of seven, while living in Greece, she fashioned her first couture piece – a dress made from pillowcases – and her love for handcrafted, meticulously designed clothes was born. She spent her childhood constructing Barbie dresses using her own distinctive style -- sewing the garments inside out with the colorful threads in the 80s in a method known today as topstitching.

Yeganeh debut her first collection in 2002 during the Vancouver Fashion Week, and, in 2003, she was honored as one the Top 10 Best Designers of the year. In 2004, Yeganeh received her first buying request from a major chain department store, The Bay, which catapulted her into the fashion spotlight.

 Since then, Yeganeh’s pieces have been worn by models at the Miss Universe pageant in 2007 and 2008, and her designs have appeared at numerous other fashion pageants, including Catwalk for the Cure, and the first Canadian Country Music Awards in 2010. Several celebrities are also fans of her work, including actress Agam Darshi VonRiedingerìn who displayed her designs on the red carpets at the Toronto International Film Festival in 2009 and at the LEO Film Awards in 2010.

Yeganeh’s broad range of cosmopolitan experiences is evident in the PORSCIA® line, making it a distinctive addition to the luxury fashion world. Yeganeh has traveled the world and lived abroad in exotic locations, including the Middle East, Iran, Turkey, North America, and Europe, and she remains inspired by her many international experiences. She currently resides in Italy, where she’s continuously moved by the country’s ceaseless fashion beauty.

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Here's an interview with the diva herself...

Q1) how did you get into fashion design?
Starting from a position a complete ignorance, I made my way. I knew nothing about designing, except for the ornamentation that I had done at school, I never apprenticed in the ateliers. I learned everything on my own, and I enjoyed it.

Q2) where did you go to school? What did you study?
I continued my fashion talent at Kwantlnes Polytechnic University, a 4 year intense program.

Q3) did you have to train or apprentice with another designer?
If yes, how was that?
I never trained or worked with other designers and followed my vision. It is my unique sophisticated styles which have brought BIG department stores like The Hudsons Bay  in wanting to carry my collection.

Q4) what inspires your designs?
I am my own inspiration and think of ways to manipulate an idea into something practical but yet screams for elegance. The biggest judge is ONLY yourself as I am the 1 who can see if any flaws but I make sure to perfect them!
That is my secret! INSPIRATION FOR SIMPLE BEAUTY. LESS IS MORE, flattering the body with simple innovation!

Q5) what about fashion as a business?
Fashion is the most competitive business in the world and especially Italy as it is the fashion Capital of the world. If you get accepted here, then you have made it! Always know, in any business, ITS NOT WHAT YOU KNOW, BUT ITS WHO YOU KNOW! Tip; always be good to others as you never know what doors can open.

Q6) tell us a little about your resent difficulties while launching your label in Europe, how do you feel about that?
My brand PORSCIA is federally trademarked in Canada without having received any opposition from a 2nd party.

As of 2009, PORSCIA was register in all 38 countries of Europe and USA with getting opposed by PORSCHE GA. The case stands intense with PORSCHE having a TM category in Clothing 025 too. Currently in negotiation stage but very likely PORSCIA will come on top as it is my legal name and having a powerful attorney Mr.Green handling the case for worldwide registration.

Q7) what advice would you give to a young upcoming designer and design students?

Socialise, follow your intuition. Don’t be afraid to show your talent. Follow your dream and have fun! That’s how I did it.

"Often the purest elements and simplest cuts are the most elaborate and difficult to achieve,” Yeganeh says. “My mother used to tell me, if you want to create beauty, do only what is necessary and no more.”

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Yeganeh’s collection reflects her elegance and belief that showing less is more. Her handmade craftsmanship is evident in all her creations and her designs are not overwhelmed with a lot of embellishment. Reflecting an extraordinary mix of romanticism, feminism, and modernity that symbolize Yeganeh, the PORSCIA collection is comprised of pieces that breed form with function and give life to the designer’s graceful, yet modern vision.

“Luxury is the privilege of those who know how to execute their life. It’s the freedom of representing your unique beauty without unveiling yourself.” - Porscia Yeganeh