Inside the Studio with Shaghayegh Tafreshi

Discover the captivating world of Shaghayegh Tafreshi, a Toronto-based fashion designer whose studio is a testament to imagination and convenience. Nestled in the basement of her historic 1840s house, the space showcases her designs through personally painted walls and carefully chosen furniture. In this vibrant and harmonious environment, nature serves as Tafreshi's muse, inspiring her to weave vibrant hues and delicate textures into wearable art that celebrates the beauty of the world. Come along with us as we delve into the mind of Tafreshi and her creative brilliance. 

COURTESY OF SHAGHAYEGH TAFRESHI

TELL US ABOUT YOUR STUDIO AND THE INSPIRATION BEHIND ITS AESTHETIC

My studio/showroom is located in Downtown Toronto, Canada, which serves as the primary location for our business. After moving from my condo to a house, I dedicated three months to renovating the basement and transforming it into a studio/showroom. The house itself, constructed in 1840, is situated in a vibrant artistic area of Toronto, surrounded by fellow artists who provide constant inspiration. To reflect the essence of my clothing designs, I personally painted some of the walls in the basement, drawing inspiration from my own creations. In order to highlight my designs and clothes, I opted for subtle furniture colors, avoiding bold tones.

COURTESY OF SHAGHAYEGH TAFRESHI

HOW DO YOU EFFECTIVELY MANAGE A WORK-LIFE BALANCE?

Having the studio in the basement of my house helps me manage and organize my fashion business more effectively. The proximity of the studio to my living space allows for seamless integration of work and personal life. Being just a few steps away from my work area saves me time and effort that would otherwise be spent commuting to a separate location.

DO YOU HAVE ANY REGULAR VISITORS, AND HOW DO YOU ACCOMMODATE THEM?

Some clients visit my studio by appointment only to try on clothes and purchase, while stylists frequently visit for clothing pulls for photoshoots, film, and music videos. Additionally, friends and family occasionally drop by the studio. When it comes to meeting clients, I usually accommodate them either in my showroom at my place or at the various pop-up shops I participate in throughout Toronto on a monthly basis.

HOW MANY PEOPLE WORK IN YOUR STUDIO?

In total we are six people working together but only two of them are working in my studio. My team and I have developed a strong bond, which has evolved into a genuine friendship over time.

COURTESY OF SHAGHAYEGH TAFRESHI

HOW DO YOU CREATE A HEALTHY WORK ENVIRONMENT FOR YOUR TEAM?

The showroom features a welcoming ambiance with the music on the background and addition of pleasant scents from Saje diffusers. My team and I have developed a strong bond, which has evolved into a genuine friendship over time.

HOW DOES YOUR TEAM FOSTER A SENSE OF CAMARADERIE?

Since we are a very small team, with only two of us working in my studio and the rest having their own spaces to work, we often come together on special occasions. We enjoy gathering at a restaurant or hosting a small party in my studio, where everyone contributes in their own way to make the event more memorable and special.

COURTESY OF SHAGHAYEGH TAFRESHI

WHAT ROLE DOES MUSIC PLAY IN CREATING A PRODUCTIVE ATMOSPHERE?

One of my passions is classical music, which aids in fostering a calm and focused atmosphere conducive to my design work. I particularly enjoy listening to Bach's albums, which I frequently have playing in the background. My favorite is Bach - Concerto for two violins in D minor. I repeat it more than 10 times a day.

TELL US ABOUT THE SUSTAINABILITY MEASURES YOU HAVE IN PLACE

All the accessories I have to complement the clothes are made from our dead stock fabrics.

COURTESY OF SHAGHAYEGH TAFRESHI. 

TELL US ABOUT THE EQUIPMENT YOU HAVE IN YOUR WORKSPACE.

While our tailors have their individual sewing spaces equipped with industrial sewing machines, I personally have one sewing machine and one serger machine in my workspace. Additionally, we have essential equipment such as a steamer and other necessary tools required for the fashion studio.

DESCRIBE THE KIND OF AMBIANCE THAT FUELS YOUR CREATIVITY

I seek a serene and colorful environment with my fabrics to contemplate my future designs. I would describe the current atmosphere as fun, bold and at the same time calm.

COURTESY OF SHAGHAYEGH TAFRESHI

IF YOU HAD A MAGIC WAND, WHAT WOULD YOU ADD OR CHANGE ABOUT YOUR STUDIO?

To enhance the natural lighting and create a connection with the outdoors, I would incorporate skylights all over in my workspace. This would not only flood the area with sunlight and make all my silk and organza clothes shiny but also provide a view of the sky while I am seated at my table and designing. The presence of nature is a significant source of inspiration for me, and having this connection would further stimulate my creativity. I would also love to design and make my own furniture. I feel I need more time to focus on that as well and I wish I had more time.

COURTESY OF SHAGHAYEGH TAFRESHI

HOW DO YOU MAINTAIN A SENSE OF CONNECTION TO YOUR CULTURAL ROOTS WHILE LIVING ABROAD?

I usually tune in to the live broadcast of BBC Persian to stay updated on the latest news in my home country, Iran. Given that significant events unfold in Iran every minute, greatly impacting the lives of its people, staying informed has become crucial for me. As my family still resides in Iran, I feel a personal connection to the news and recognize how it can influence my own life. Therefore, following the news through BBC Persian has become an important aspect of my daily routine. 

COURTESY OF SHAGHAYEGH TAFRESHI

DESCRIBE A RECENT FUNNY MOMENT

While I was working alone in my studio, I had Alexa playing music, specifically listening to Bach. Suddenly, the music abruptly changed to a strange and unclear sound. It startled me, and I quickly went upstairs. After a few minutes, I found the situation amusing and laughed to myself before returning to work. Since my husband is working in Amazon music, I asked him to fix this bug.

Shop Shaghayegh Tafreshi's collection and see all of Shaghayegh Tafreshi's collections past and present in the Not Just A Label virtual showroom.