The Istanbul boutique marked a new phase of experimentation for Salmani. She introduced new sub-brands, including “Ferani” and “Off Shoulder House.”
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Ferani specializes in wedding dresses and bridal couture, with a signature emphasis on hand-embroidered veils and minimalist silhouettes.
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Off Shoulder House focuses on cocktail dresses and women’s shoes, appealing to a younger audience interested in contemporary design with an Iranian touch.
The duality of her brand structure allowed her to target different markets simultaneously — luxury bridal wear for traditional clients and ready-to-wear lines for younger, trend-conscious consumers.
Her designs started attracting attention at international fashion shows and in glossy magazines. Marie Claire Turkey and Harper’s Bazaar Turkey both featured her collections, praising her ability to mix “Eastern romanticism with Western precision.”
Salmani’s success in Turkey also symbolized the soft power of Iranian artistry — a cultural dialogue expressed through fabric and form.
Signature Style and Philosophy
Farnaz Salmani’s style can be described as “modern romanticism with Persian roots.” She draws from the deep artistic history of her homeland — from the geometry of Islamic architecture to the floral patterns of Persian carpets — and transforms them into modern garments that resonate globally.
Her guiding principle has always been balance: between modesty and sensuality, tradition and innovation, art and practicality. In an interview with a Turkish fashion outlet in 2021, she described her creative philosophy as “designing for women who want to feel timeless rather than trendy.”
