Since launching her fashion label in 2001, Behnaz Sarafpour worked on multiple limited edition collaborations, was nominated three times for a CFDA Swarovski Award, and named a finalist for the CFDA/Vogue Fashion Fund. Her newest project is Behnaz fragrances. Currently available at the CFDA Fred Segal Sustainability shop, her two fragrances – Rose and Neroli — are formulated without alcohol, dyes, oils, or preservatives, and focuses on using only natural fresh flower extracts. We caught up with the designer on her view of sustainability and the part it plays in her brand.
What inspired you to embrace sustainability in the first place?
I have had a focus on incorporating the idea of sustainability into my work since 2008. I began by using more organic fabrics and using natural plant based dyes in dying and printing my fabrics and producing the bulk of my collection locally.
How do you incorporate sustainable practices into your design process, and the way you run your company?
Being thoughtful about sustainability effects every step of the creative process. My first step was actually not in regards to product design, but going paperless in the office in preparation for fashion week. Today, my natural water-based fragrances are a very different way of approaching the art of fragrance-making. Using only natural fresh flower extracts, they contain no alcohol, oils dyes, or preservatives. Sustainability is also something I’m still mindful of even in the final step of product creation. We use only paper packaging that is certified by the Forest Stewardship Council to ensure that the paper packaging is made with materials sourced in an environmentally-friendly, socially responsible and economically viable manner.
Is the design approach for sustainable product different?
Only that there is more research required to find partners who share our thinking and cater to clients who are focused on this particular aspect.
What’s your advice for designers looking to become more sustainable?
Sustainability and an eco-friendly way of working is a state of mind and applies to every aspect of your work process, from your choice of office supplies to product development and logistics leading to your end product. No aspect of the process is too small.
Why is sustainability so important now, more than ever?
I think we need to see that our natural resources are our greatest assets, and their preservation leads to a better quality of life for all of us.
