KORSHID KHANOOM
CREATIVE DIRECTION
This project holds a special place in my heart as a way for me to connect with and celebrate my Iranian heritage. Inspired by the traditional “Khorshid Khanoom,” or “Sun Lady,” imagery of Iranian women, I explore themes of femininity, strength, beauty, and cultural identity. Through portraiture, styling, colour, and personal family elements, I wanted to create a contemporary interpretation of this traditional imagery while keeping its cultural significance at the centre. The project reflects my experience as an Iranian-Canadian and my desire to preserve, embrace, and share a part of my identity.
Creative Director: Vivien Nikfardjam
Photographer: Vivien Nikfardjam
Art Directors: Vivien Nikfardjam and Shakiba Nikfardjam
Stylists: Vivien Nikfardjam and Shakiba Nikfardjam
Model: Desiree Nikfardjam
BRIEF
The task was to develop and execute a cohesive creative direction inspired by the traditional “Khorshid Khanoom” imagery of Iranian women. The goal was to create a contemporary interpretation of this visual tradition through styling, art direction, photography, set design, and personal family elements, using our home as the setting.
For this project, I took on the roles of creative director, art director, stylist, photographer, and editor. I collaborated closely with my mother, who contributed to the styling and art direction, and my sister, who was the model. Together, we transformed our home into the setting for the project.
MOOD BOARD & RESEARCH:
The visual direction for this project came from my personal connection to Iranian culture and my desire to reconnect with my heritage. I looked through cultural and anthropological books on Iran at my great-uncle’s and grandparents’ homes, studying traditional portraiture, clothing, patterns, and representations of Iranian women. I was especially inspired by “Khorshid Khanoom,” or “Sun Lady,” portraits, which influenced the rich colours, layered fabrics, jewellery, and ornate styling.
I incorporated termeh, traditional Persian textiles, along with meaningful family objects such as a samovar and tasbi. Makeup was also influenced by traditional Iranian beauty, particularly the unibrow seen in Khorshid Khanoom imagery. For the video, I used a recording of my grandfather singing a song he wrote for me when I was born, creating a personal connection between Iranian history, family, and my own identity.
