Susamusa: the British-Iranian Label Flooding the Closets of Hollywood

Bringing the spirit of 60s cool-girl Persian partywear to fashionistas from London to Beverly Hills, Asal Tehrani’s label, Susamusa, started out as an online vintage store on the clothing resale app Depop.

The store was 2019’s one-stop destination for it-girl wannabes who had a penchant for vintage styles and an environmentalist streak. Tehrani’s store was so meticulously curated that you wanted to do away with what suddenly appeared to be your abomination of a wardrobe and replace it with her entire stock.

Tehrani quickly rose to her rank as the queen of the internet vintage game and started releasing her own original designs. Classy, sexy, grown-up, and monochrome are the words that spring to mind. From there, it wasn’t long before Susamusa became a staple for models-off-duty.

TikTok superstar Addison Rae and supermodel Bella Hadid have been repeat offenders for years, but most recently, Susamusa’s Nova Set was donned by none other than Kendall Jenner in the Kardashian clan’s latest trailer for their Hulu show. Naturally, the label shared there freakout on Instagram:

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The Iranian-born designer’s pieces are visually informed by the art and fashion of Iran; in the summer of 2022, Susamusa debuted the Suri dress, which is ‘inspired by Persian parties’, and is a clear love letter to the skater dress silhouettes featured in the reference images posted to the label’s Instagram.

The label’s latest drop, The Wave, uses the words of famed Iranian poet Forugh Farrokhzad as its muse. The collection features more silhouettes from the party-girl cuts that inspired the Suri, as well as daring all-lace dresses and flowing chiffon miniskirt sets which serve as the brand’s tribute to Farrokhzad’s art and life.