Pardis Alamoda: A designer shaping worlds, not wardrobes

There are creatives who design clothing — and then there are creatives like Pardis Alamoda, who design atmospheres. A London-based fashion designer and art director, Pardis moves seamlessly between garments, imagery, mood, and narrative. Her work spans collaborations with Moodi Studio, Atelier Pardis, London Fashion Day, and the reimagining of brand identities for Frencheye.

Her path began over a decade ago with the launch of her handbag brand, followed by her own label and capsule collections. But the turning point came when she realised design was no longer enough — she needed to craft the entire universe around her work. It’s this evolution from product design to full creative storytelling that defines her current practice.

Recognised by i-D Magazine, awarded by L’Oréal, and shaped by a BA in Fashion Design & Technology, Pardis has become one of London’s most intriguing multidisciplinary voices.

Q: When did fashion become your language?

A: When I started my bag brand. It was a small beginning, but it made something shift in me. From that moment I wanted to design more, build more, understand form more deeply. Eventually, I moved from fashion design into art direction because I realised I wasn’t just designing clothes — I was designing emotions, moods, atmospheres.

Q: You work across design, art direction, campaigns and visual worlds. What ties it all together?

A: Emotion. I don’t start with a sketch, I start with a feeling — tension, softness, nostalgia, light. My work is never just about garments or photographs; it’s about the whole world that surrounds them.

Q: What influences you creatively?

A: Human behaviour, raw emotion, movement, light. I love contrasts — fragility and power, past and future, rawness and precision. I’m drawn to artists and designers who build complete universes.

Q: Your work spans notable collaborations such as Burberry, Moodi Studio and Creative Sample Studio. How have these shaped your voice?

A: Each project expanded my vocabulary as a designer and a director. From large-scale creative teams to intimate studios — every environment taught me something different about storytelling.

Q: What are you working on right now?

A: A new campaign for Moodi Studio’s latest collection, and a brand image transformation for Frencheye — a full reimagination through the lens of visual narrative.

Q: What values define your practice?

A: Honesty. Intentionality. Emotional resonance. And a deep respect for the craft. I believe in collaboration; the strongest work always comes from shared vision.

Q: What kind of future do you envision for fashion?

A: A future with more meaning and less noise. Fashion that prioritises emotion, responsibility, and storytelling. A more interdisciplinary world where boundaries between design, art, and performance keep dissolving.

Q: And finally — your signature thought?

A: “I can’t help leaving things better, sharper, and more beautiful than I found them.”