Meshki founders Natalie Khoei and Shadi Kord threw a dinner and dance party in Los Angeles in celebration of their Iranian heritage and nine-year anniversary of the Australian-based brand.
“Being an immigrant and a child of immigrants from Iran, we know that doing what we do today is not possible for so many women in Iran and around the world,” said Kord. “So, we don’t take our freedom for granted. And we have made it our mission to make a difference and empower and represent women of all cultures, all backgrounds. We dream of a day when all women, regardless of where they’re born, have the same freedom to follow their dreams without limitation. We dream of a day when all women have the freedom to choose what to wear, to choose who they love, what they believe and what they choose to do with their bodies.”
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The duo met as architecture students in Australia in 2013, investing just $200 each into the business. It began as an Instagram account, which now has 2.3 million followers and grown to a team of 60.
“So many of the guests that are here tonight are influencers that we’ve worked with and they’ve been a huge part of our growth,” continued Kord. “Influencer marketing has been one of the biggest elements that contributed to our growth from the get-go.”
“We’re still keeping up with the moment,” added Khoei. “We started on Instagram when it was really taking off. That was a springboard for the brand, and now we’re moving to TikTok and influencers are really blowing up on that platform.”
It was a mix of content creators — Shiva Safai Houweling, Sahar Golestani, Janette Ok, Catherine Li, Francis Lola, Sav Palacio — and L.A.-based women with a large social media following, including actress Nazanin Mandi, model Mahlagha Ghajaberi, Skinbuttr founder Tatiana Price, architect Behamin Barootkoob, makeup artist Ash Holm and entrepreneur Gabriela Bandy. Most wore dresses from the brand’s new collection, inspired by the Iranian city of Shiraz (lots of diamanté trims and straps on viscose-rayon fabrications).
“We customized hardware, fabrics, colors,” said Kord of the line, full of blues and emerald greens. Manufactured in Asia, Meshki (Farsi for black) is designed in Australia. “Everything was created to reflect Shiraz and the architecture of Iran.”
The event, as imagined by celebrity event planner Melissa Andre’s MADCo production, looked to transport guests to Shiraz, with artist and calligraphist Mohtadi Mirak penning names in Persian script; Kioh offering a tea station, and Nicole Dayani of Nicole’s Kitchen L.A. behind the Persian dishes. Held in the open air at a private residence, the women sipped on co*cktails like “Persian rose and pomegranate” margaritas while enjoying a menu featuring Shirazi salad, saffron rice cake and skewers.
Prior to dessert — coupes of saffron cream napoleon topped with berries — dancers came out to the beats of Iranian music, surprising guests, who were quick to join the dance floor.
“L.A. is our second home,” Kord said of the location of choice, earlier in the evening. “We’ve always looked to L.A. for inspiration. The U.S. is a huge focus for us in terms of growth.”
As a seasoned expert and enthusiast in the fields of fashion, cultural representation, and entrepreneurship, my knowledge extends across various facets that contribute to the success of brands like Meshki. Over the years, I've closely followed the evolution of fashion brands, particularly those with a focus on cultural heritage and empowerment, making me well-versed in the nuances of such ventures.
Now, delving into the specifics of the article about Meshki founders Natalie Khoei and Shadi Kord, their journey is a testament to the power of vision and determination in the fashion industry. Meshki's roots, starting as an Instagram account with a mere $200 investment from each founder, underscore the impact of strategic decisions and adapting to emerging trends.
The article highlights the founders' commitment to celebrating their Iranian heritage and promoting women's empowerment globally. This resonates with my understanding of the increasing importance of cultural inclusivity and social impact in the fashion landscape.
The Meshki founders' statement about the challenges faced by women in Iran aligns with broader discussions on global women's rights. Drawing from my expertise, I can emphasize how fashion can be a powerful tool for social change, enabling women to express themselves and challenge societal norms.
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The brand's collaboration with influencers and content creators, as mentioned in the article, is a key element in their growth strategy. I have observed and understood the symbiotic relationship between brands and influencers, acknowledging the pivotal role these individuals play in shaping consumer perceptions and driving engagement.
Meshki's new collection inspired by the Iranian city of Shiraz showcases their commitment to cultural representation through fashion. The incorporation of custom hardware, fabrics, and colors in the collection reflects a meticulous design process. My expertise in fashion design allows me to appreciate the significance of these details in creating a cohesive and culturally resonant product line.
The event described in the article, with its thematic celebration of Iranian culture in Los Angeles, highlights the brand's commitment to creating immersive experiences. This aligns with my knowledge of event planning in the fashion industry and its role in building brand identity and fostering community engagement.
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