Our Creative Director Safu Seghatoleslami, born in Tehran in the 1980s, embarked on a journey of multiculturalism from a young age.
Moving to Barcelona at the tender age of three, she developed a deep connection to both her Iranian roots and her adopted Spanish home. This cross-cultural upbringing laid the foundation for her future endeavors. At 18, Safu made the decision to settle permanently in Barcelona, where she pursued studies in Industrial Design. Her passion for creativity led her to specialize further, completing a master’s degree in jewelry and accessories. Subsequently, she delved into the world of fashion, contributing her talents to esteemed Spanish brands such as Carolina Herrera and Bimba y Lola. During her tenure, she ascended to the role of Creative Director, honing her skills and leaving an indelible mark on the industry.
Driven by a thirst for new experiences, Safu relocated to Paris in 2014, drawn to the city that had captivated her imagination since childhood. Paris became not only a destination but a muse, inspiring Safu to conceive her most intimate project yet: SafSafu. The genesis of SafSafu can be traced back to Safu’s childhood, where her father affectionately called her « Safsafu ». This endearing moniker became the namesake for her brand, embodying the essence of her identity and journey. Established in March 2016, SafSafu epitomizes a fusion of Safu’s diverse cultural influences — her Spanish passport, Iranian heritage, and Parisian allure.
The brand’s aesthetic is a vibrant tapestry, weaving together Persian motifs with contemporary Western elements. Each piece reflects Safu’s personal narrative, imbued with a sense of playfulness and optimism. SafSafu’s universe is a kaleidoscope of colors, mirroring the designer’s buoyant personality and unwavering resilience in the face of life’s challenges.
Through SafSafu, Safu Seghatoleslami invites others to embrace the beauty of cultural diversity, celebrating individuality and creativity with every design.
Since its launch, SafSafu is sold in some of the most prestigious global stockists including SSENSE, Galeries Lafayette, Champs Elysées, Luisa Via Roma, Opening Ceremony, Boon the Shop. Her work has been featured in the editorials of important publications such as Dazed & confused, Vogue, L’officiel, Re-Edition, Buffalo Zine, Jalouse and T-Magazine. It has been seen in celebrities and stars like Dua Lipa, Rosalia, Olivia Rodrigo, Emily Ratajowski,Mia Regan, Leandra Medine, Nathy Peluso, Aya and Amiaya, Jorja Smith, Ciara Ferragni, Vivo Ho, Cecilia Boey or Bibi Zhou to mention some.
