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.
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 distant 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 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.
The latest men’s wear collection is a high energy colour explosive fashion line. This season, the collection will take you on a journey through the vintage glamour of Italian styling along with the sweeping vistas and landscapes of the Amalfi coastline.
The colours of the suits have been amplified to represent the vibrancy and energy of this region evoking an emotion that transports you there.
Even the suits have been named to represent its hues from - Aquatic Blues, Succulent Citrus, Luscious Lemons, Sunset Orange and Magical Mauves.
This collection is ideal to be worn during the day or night as the double breasted suits combined with an artistic tie and pocket square add a youthful playful and relaxed touch.
Whether the suits are worn with a simple t shirt or a sharp collared shirt, the timeless classic glamour of the vintage years will make you look effortlessly stylish any time of the day.
The collection is named Kaleidoscope Couture: Emotions in Motion. The collection represents HOPE - Harmony, Optimism, Progression, Elegance.
The Spring/Summer 2020 Collection gets experimental with an explosion of bright vibrant citrusy colours. Optimism meets Enthusiasm. Creativity meets Couture.
Bright vivid shades meet Bespoke tailoring. There is a fun, playful element to fashion this season.
“I wanted to create a collection that combines clashing colors that lift and brighten the mood. An escapism during these times. Just like a kaleidoscope that’s constantly changing its forms creating beautiful imagery, I wanted this collection to represent hope, celebration and nature to the ever evolving fashion industry” says Behnoode
Inspired by the nature of Napoli, my home town - with its dramatic coastline, succulent lemon trees and majestic mountains. This collection was a tribute to the Amalfi Coast and its kaleidoscope breathtaking scenery.
“The BEHNOODE S/S2020 Collection tells this story through colour and style. Aquatic blue’s combined with citrusy brights merge with vibrant orange. A journey inspired by the hedonistic glamour and awe of the Amalfi Coastline.” Behnoode added.
Additionally, the new collection’s style pays homage to the romantic heroes of the vintage years. A dapper gentleman who takes great pride in his style. Monotoned suits combined with printed wide ties, neon bright trousers against a classic white t-shirt. Double breasted suits in vibrant pops of colours.
“My collection represents joy, optimism and hope elegantly merged with luxury, couture and of course charity.” Behnoode said.