Pardis Alamoda: “Design begins with a feeling long before it becomes a form.”
London continues to shape a new generation of designers whose work transcends traditional boundaries — and among the most compelling voices is Pardis Alamoda, a London-based fashion designer, art director and creative storyteller. Her career spans over a decade, evolving from launching her first bag brand to establishing her own label and designing capsule collections, and eventually stepping into the broader realm of art direction for campaigns, shoots, and fashion projects.
Today her creative world bridges multiple disciplines: she designs for Moodi Studio, leads visual concepts for Frencheye, and continues building her own artistic universe at Atelier Pardis, while actively contributing to projects for London Fashion Day. Her work has been recognised by i-D Magazine, where she was featured as a successful emerging fashion student, and awarded by the L’Oréal Group as an internal influencer of the year. Her academic background — BA in Fashion Design & Technology — remains the foundation of her approach to craftsmanship.
We met with Pardis to discuss her evolution, her philosophy, and why she believes fashion is one of the most powerful languages of our time.
Q: Pardis, let’s start from the beginning — how did your fashion journey begin?
A: A little over ten years ago I launched my first bag brand, and that was the moment everything clicked. Creating something from nothing made me realise how deeply I loved designing. From there I launched my own fashion label and started building capsule collections, which became the foundation of my identity as a designer. Over time, something shifted — I realised I wasn’t only interested in the clothes, I wanted to shape the entire atmosphere around them. That’s how art direction naturally became part of my work.
Q: Today you balance being a designer and an art director. How do these roles coexist?
A: They’re deeply connected. When I design, I’m thinking about the world the clothes live in. When I direct imagery, I’m thinking about how the story reflects the design. My work is about creating a complete visual universe, not isolated pieces. This balance is what defines my style today.
Q: You’ve collaborated with brands like Burberry, Moodi Studio, Adrianne Weber, Frencheye… How have these experiences shaped you?
A: Each collaboration pushed me to grow in different ways — from craftsmanship and technical precision to conceptual storytelling. I love working with teams that challenge me creatively and value emotional, thoughtful design.
Q: How would you describe your creative philosophy?
A: Intentional, emotional, visually honest. I’m obsessed with atmosphere — the feeling someone gets before they even notice the details. I love contrasts: softness and strength, structure and fluidity, raw and polished. Everything I create must carry purpose.
Q: What inspires you?
A: Human emotion. Movement. Light. Everyday drama. The way a moment transforms through shadow, texture, or colour. I’m influenced by designers and visual artists who build worlds, not just images.
Q: How do you see fashion’s role in the world today?
A: Fashion is communication. It expresses identity, emotion, mood, belonging. It also has a responsibility: to reflect the world we live in, to inspire, to provoke, to offer beauty and escape when people crave it most.
Q: What are you currently working on?
A: A new campaign for the latest Moodi Studio collection, and a full brand identity reimagining for Frencheye as their art director.
Q: Which values guide your work?
A: Intentionality, honesty, emotional connection. Craftsmanship matters deeply to me. And collaboration — the best work happens when every person in the room is seen and heard.
Q: What future do you imagine for fashion?
A: More storytelling. More meaning. More responsibility. I see the industry becoming more interdisciplinary and emotionally intelligent. Less about trends, more about authenticity.
Q: A quote that represents you?
A: “I can’t help leaving things better, sharper, and more beautiful than I found them.”
