AGA BIBI is a fashion brand driven by the vision of Mehrnoush Shahhosseini—an architect, designer, storyteller and the creative team lead behind AGA BIBI. Born in 1973 in Tehran, she grew up as the youngest of a five-member family, with two older brothers. Her father was a university professor of literature and her mother was a schoolteacher. Positioned between two generations, Mehrnoush has always found herself bridging the past and the future, a theme that influences both her life and work.
More than just a brand, AGA BIBI is a journey that moves through time, constantly evolving and refusing to be confined to a single definition. As its tagline says,
“AGA BIBI—Today this, tomorrow that.”
Along this journey, AGA BIBI decodes the past and reimagines it for the present and future, breathing new life into familiar symbols, forgotten narratives and cultural fragments. With upcycling as a mindset, the brand repurposes not only materials but also ideas, perspectives and identities. To Mehrnoush, AGA BIBI is about freedom—it doesn’t conform to gender, age or social class. It’s an open invitation for people to find and express their truest selves, free from labels and limitations.
AGA BIBI is for those who pause, reflect and find meaning in the small moments of everyday life—those who question imposed norms and look for alternatives to the expected. It’s for individuals who reject labels, embrace change and view history as something alive. As Mehrnoush explains,
“We’re not here to disrupt—we’re here to evolve. In a place where everything changes by the minute, the only way to stay grounded is to stay fluid. If wearing AGA BIBI makes someone feel a little different, a little more connected to the past, present or themselves—that’s success for us.”
Born in Iran, its heartbeat lies in the capital, Tehran—a city of contradictions, where beauty and chaos, tradition and reinvention coexist. The brand draws inspiration from the details most people overlook: the patterns of an old tiled wall, the way light hits a faded curtain and the forgotten rituals woven into daily life.
AGA BIBI watches trends but walks its own path. It gathers echoes of the past—memories, symbols, aesthetics—tucking them carefully into a traveler’s bag. With each step, it refines, sheds the unnecessary and carries forward only what is timeless, what truly belongs to the journey ahead. As Mehrnoush puts it,
“More than anything, we are shaped by the ever-changing rhythm of contemporary Iranian pop culture—always shifting, always influencing, always evolving.”
Like any small business, AGA BIBI faces economic uncertainties, but that is simply part of the landscape. What defines the brand is its ability to stay true to its vision while adapting to change. Instability is not seen as a setback—instead, it is transformed into inspiration.
When asked why the brand is called AGA BIBI, Mehrnoush responds with a story. It all started at a family gathering when, deep in thought about finding the right name, she heard her mother mention “AGA BIBI” in passing. The sound of it felt both familiar and mysterious. Curious, she asked who AGA BIBI was and uncovered a story from the past—a woman who instinctively lived by the principles of sustainability long before it had a name.
The real AGA BIBI had a habit of carefully unraveling the stitches of an old quilt’s border and hanging the thread on a nail for later use—a small, thoughtful act of upcycling, embedded in daily life. In that moment, everything fell into place. AGA BIBI wasn’t just a name; it was a bridge between generations, a symbol of preserving, repurposing and redefining.
And that’s exactly what AGA BIBI is today—a reminder that sometimes, the most forward-thinking ideas are the ones hidden in the past, waiting to be rediscovered.