Jove san

By Homa Jamshidi

As a child, I was fortunate to spend a lot of time in nature and was intertwined with it. I remember finding a piece of wood, probably hand-carved, shaped like two leaves while playing. When I showed it to my mother, she said, “This is a lucky piece of wood that was once hung around the necks of oxen that pull the plow, symbolizing strength.”

For all these years, I thought that piece of wood could be incorporated into clothing and used as an accessory. As I grew older, my attention was drawn more to local garments and their embellishments. Unconsciously, I was influenced by the attire, colors, and details of these clothes, leading me to pursue painting. I learned sewing and clothing design and immersed myself in the world of colors.

In Bakhtiari culture, the idea behind designing most garments is derived from pristine nature, utilizing complementary colors, decorative stitching, and accessories adorned with sequins, stones, beads, and even coins. Based on my culture and the knowledge I’ve gained over the years, I strive to design and produce biodegradable, handmade fabric accessories and aim to have an impact in the field of sustainable fashion.

In the Bakhtiari language, “Jove” refers to the dress worn by women. It was important for me to name my brand in honor of Bakhtiari women and to foster the belief that we can all be independent and dynamic women.