Photo courtesy of Shaghayegh Mouradzadegun.

Zudegan is reshaping the conversation between fashion and identity. Founded by Shaghayegh Mouradzadegun, the New York–based label places cultural storytelling at its core. Each collection introduces new silhouettes that bridge different cultures and eras, offering more than aesthetics – they invite participation. Zudegan’s garments encourage reflection on heritage, placing meaning before excess and intention before spectacle.

Mouradzadegun embeds culture at the core of her design language , not as ornament, but as structure. She constructs silhouettes that carry memory, using unexpected fabric choices and subtle references that echo across geographies. Drawing from both Eastern and Western influences, her work resists caricature and invites contemplation. Zudegan encourages its wearers to pause and consider where something comes from, who made it, and why that matters.
This design philosophy stands in contrast to the norm. While many luxury labels focus on scarcity or trend, Zudegan opens the door to cultural context, craftsmanship, and long-term significance.

The language of silhouette

“When people wear a Zudegan piece, I want them to feel like they are part of a larger global story,” she says. Each garment carries layers of history, tradition, and purpose. The intention is not just aesthetic; it is corrective. Zudegan seeks to reintroduce cultures that have been muted or misrepresented, offering a renewed image of Eastern communities as modern, evolving, and influential. Through her silhouettes, Mouradzadegun reveals how East and West have always shaped one another – challenging the narrative that innovation belongs to one side of the world.

By placing craftspeople into the framework of luxury fashion, she invites new definitions of value. These clothes carry more than trend – they carry intention. And through them, Zudegan is opening space for deeper conversation about representation, authorship, and dignity in design.

Photo courtesy of Shaghayegh Mouradzadegun.

Recognized, but rooted

In 2024, Mouradzadegun was selected by the Council of Fashion Designers of America (CFDA) for the Future of Fashion Runway Show, presented by Macy’s. Her collaborative work extends into larger circles, where she engages in creative exchanges that challenge dominant aesthetics and invite broader cultural participation. These experiences expand her perspective without compromising her values, reinforcing her commitment to nuance, intention, and cultural integrity.

But Mouradzadegun does not build Zudegan on external validation. Her perspective remains steady: design rooted in cultural knowledge, shaped by time and technique, and built with respect for the makers behind the material.

Photo courtesy of Shaghayegh Mouradzadegun.

Fashion that reflects legacies

Zudegan does not participate in seasonal churn. Mouradzadegun designs garments meant to last – not only physically, but emotionally. Each silhouette is measured, timeless, and grounded in craft. These garments are more than items to be worn; they are pieces to be cherished, passed down, and valued for their integrity. Every detail is intentional, and each collection reflects a commitment to introducing cultures that have often been muted, shifting the conversation towards a deeper understanding of global heritage.

In focusing on the intersection of history and modernity, Zudegan brings attention to communities whose stories have long been overshadowed. By embracing elements of these cultures, Mouradzadegun creates a dialogue that challenges the simplified narratives often presented by the fashion industry.
The designer’s intention is for each piece to be more than just a garment; it is a reflection of deeper cultural and historical significance. Her work offers something else–an invitation to wear with awareness, to dress with memory, and to engage with design as a form of dialogue.

Harper’s Bazaar Vietnam