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8 May

L.A. Has a Recent Fashion Destination for Up-and-coming Designers

Persian creative Mina Alyeshmerni is bringing her online fashion boutique to a brick-and-mortar space with the opening of Maimoun at 8400 West Third Street in West Hollywood, not removed from the favored Raquel Allegra and Noodle Stories boutiques.

Maimoun is derived from the Persian word “meh-moun,” meaning the corporate invited to go to one’s home for a gathering, and the shop is designed to feel welcoming, with tasseled floor cushions inviting customers to remain and discover the up-and-coming brands Alyeshmerni has chosen.

“After being online for seven years now, it’s nice to have a house for all the pieces and see all of it together,” said Alyeshmerni, who moved from Brooklyn to L.A. in the course of the pandemic. “I’m hoping to champion somewhat of Recent York in L.A., proceed to work with emerging talent, and have this space continually change with one-off pieces or collaborations we would do.”


Nicholas Irizary

Taking a spin through the shop, you’ll find blazers and cookie bags by CFDA award-winning brand Puppets & Puppets; digital print shibori pleated kaftans by German designer Julia Heuer; realistic orchid-shaped earrings constituted of polymer floristry clay by Baggira, and more.

“I wear numerous SC103 — they create numerous their very own surface applications; it’s all small/medium, medium/large drawstrings, but fancy beautiful materials, they usually do these purses which can be very signature to them, using deadstock leather discs and linking them together,” she said of the choice, which also includes Eckhaus Latta, Maryim Nassir Zadeh, Anna Isabella and Rave Review.

“Maribaudi is considered one of our newer designers out of Spain. Her pieces are hand-appliquéd or ceramic,” she said, mentioning an oval link ceramic belt arranged on a low table.


Nicholas Irizary

For the shop design, the retailer partnered with Persian interior designer and inventive director Niloufar Mozafari, who was inspired by the ’90s, Issey Miyake storefronts, and Persian home references.

“My parents left in the course of the Iranian Revolution in 1979 and for them, hosting was a way of reconnecting to what they lost,” she said of taking inspiration from her parents gathering artists, poets and other friends at their home growing up.

Alyeshmerni worked with dressmaker James Phlemuns and his team to design the ethereal silk organza curtains within the fitting rooms, which feature ceramic lighting handmade by Chloe Park. The shop also has perforated metal chairs and cross-hatch leather stools sourced from vintage store Windows L.A., and a classy cinderblock table offering books on feminism, art and design.


“I call it Lowe’s home improvement,” Alyeshmerni laughed, explaining how they made the table using Lowe’s decorative cinder blocks with sheer fabric draped around them. “I loved after I lived in Recent York the buildings with the material scaffolding…that was the inspiration,” she said.

Back in 2016, Alyeshmerni began her e-store to bring together talent that was underrepresented. “I used to be coming across numerous young designers who didn’t have a house,” she said, adding that she also discovers things on Instagram, including artist Pat Carroll’s knitwear featuring snippets of poetry and words, equivalent to “I need the world to know.”

“Lucille Thievre is one other considered one of my favorites; we were the primary to bring her to market,” she said of the French designer’s deadstock pieces, including a silk knitted dress with glass bead and baroque pearl embroidery. Also art to wear? Bleach-painted tops by Brooklyn-based Persian artist Nadair Asghari.

“While they’re creating their very own communities on Instagram, it’s also essential to share more context behind their pieces and the storytelling that goes into them,” she said of the designers she works with. “That’s what I hope to do.”

Why brick-and-mortar now?

“I feel individuals are searching for experiences post-pandemic. I do know I’m,” she said. “I’m seeking to stumble across something, to fill my day with something that’s not sitting behind a pc screen.”


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