A woman stands alone in the Iranian desert. 12 scarves blow in a gentle breeze. A door creaks back and forth.

A face appears out of the darkness - “it’s time”.

We see her imprisoned in her own domesticated environment, longing for freedom, hair hanging out of her window. A pigeon appears above.

As she discovers this movement growing outside, she begins to escape her confines both physically and metaphorically, becoming duplicated into multiples, as she represents all women, children and men of Iran. She is the breeze that gradually becomes the storm – a symbol of the women-led revolutions.

“Women, life, freedom”

Pairi Daeza initiated the The Woman Life Freedom project; a one-of-a-kind scarf collection, created in collaboration with 12 Iranian artists from all over the world. Each artist has created a unique design for their own custom scarf, incorporating messages related to the current revolution in Iran to continue sparking hope.

The brand wished to create a film that could stand as its own piece whilst still incorporating the scarfs, as all profits from the sales of the scarves will go to the Abdorrahman Boroumand Center to directly support the movement.

The goal with the project, besides financially supporting the movement, was to provide the artists a platform to express themselves and keep the conversation about the revolution in people's minds. More importantly, it should serve as a symbol of empowerment and hope in this exhausting fight.

We have seen great impact in the coverage from local media and KOL's (Key Opinion Leaders) sharing the story to millions of followers and viewers. They are pushing for change and this project has played a part in the fight against the pressure the Iranian regime has put on women in Iran.

The campaign has reached more than 60 million people - people influenced by the situation both inside and outside of Iran. More than 60% of people reached by the film and its message are in the core target group - a rare case when talking about viral films.

When local media and KOL's share and support the cause that goes against the government's laws, they put themselves in harms way, which makes their contribution incredibly important and powerful.

"Iran-e Man" has gained global attention since premiering online. The film incorporates powerful symbolism that reflects Iranian heritage and culture, alongside elements that relate to the movement in Iran. The film's success can be attributed to various traditional elements such as the music, voice-over, set-design, location, cast, and symbolism such as pomegranates, long hair, Persian rugs, traditional dancing, and scarves with related messages to the revolution. These elements provide the cultural context that resonates with Iranians both inside and outside of Iran. As a result, the film was picked up by the largest Iranian television show outside of Iran, as well as various Western media outlets. This is a testament to the universality of the film's message.

"Iran-e Man" offers a message of empowerment and hope to those who watch it, not only in Iran but across the world, by highlighting the beauty and resilience of Iran's rich cultural history.

Pairi Daeza (Nastaran Rezaee and her sister Yasaman) are looking to change the image of Iran and reclaim the country’s endangered Iranian heritage for a new future.

The Woman Life Freedom Project is a new scarf collection in collaboration with twelve Iranian artists from all over the world. Each artist has created a unique design, incorporating messages related to the current revolution in Iran, with the hope that these messages would travel through places and keep alive the conversation about this women-led revolution.

This project is for a culture that has resisted more than 40 years of dark ages and for all the girls, who have only seen a ray of freedom through old family pictures of before the Islamic republic or through internet on their computer screens. The girls we left behind in Iran and came out to find a better future for ourselves!”, says Nastaran Rezaee