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About Morv

MORVARID SAHAFI, is the Iranian born, London based artist and designer of Morv London and Morv Moon. Born in Iran during the Revolution, Morv experienced many different countries and cultures in her formative years. As a young child, her family soon fled to nearby Afghanistan as a result of her father’s activism in politics. Subsequent childhood years were then spent between Afghanistan and Russia due to the conflict between the Taliban and Russians. Some six years later, the war eventually forced the family to move to Czechoslovakia. During the Velvet Revolution of 1989, Morv and her family fled to Sweden where she developed her passion for clothes and learnt how to stitch. At 18, Morv won a scholarship to Parsons School of Design in Paris which she followed with a Master’s in Contemporary Art Theory and Philosophy at Goldsmiths in London. Morv initially worked as an Art Consultant at the contemporary Middle Eastern art gallery Rose Issa for 8 years. It was during this time that she finally decided to launch her own collection. She travelled to India and returned with a collection that was then immediately launched at Selfridges and Avenue 32. After the success of her first collection, and with the support and influence of both Debonnaire von Bismark and Rosie Issa, she now returns to India every season to continue designing her collections in a factory that she has now set up in Noida, New Delhi. Passionate about art, fashion and female empowerment, both MORV LONDON and MORV MOON allow her to expertly blend both skills and explore her endless creativity, resulting in unique and striking collections that are inspired by the vibrant colours and textures of her childhood alongside her father’s love of music by The Rolling Stones and Bob Dylan. “My aim is to spread awareness to our consumers about the issues that women face in society, through our prints. Using our garments as a platform to advocate women’s empowerment.”

Our philosophy

Morv London inspires a sense of feminine identity. Our philosophy is rooted in feminism and multiculturalism; through our bold aesthetic, playful prints and contemporary design, we wish to empower women. Our clothes are flattering and individual, enabling the wearer to feel sexy and confident. Through our vibrant colours, witty slogans and ironic gun prints, our feisty pieces participate in the fight for equality. As a luxury brand we understand it is difficult to be completely sustainable; however, we try to be as environmentally friendly as possible. We only use naturally based dyes and ecologically smart fabrics, and we are in the process of powering our factory by solar energy. On an annual basis, 5 per cent of our production costs are given to a chosen charity.


Securing a spot near Battersea Park, our studio is on the top floor of an old converted laundry. The room is dimly lit and boldly painted, and has large open windows and a bright green door. Our visitors have said that it gives off the impression of an apartment loft in Manhattan. Come peruse the collection and meet our quirky team of five. We can offer fabulous clothes, a stiff drink and an insight to our organised chaos.


Follow Morv on Instagram and become part of the story.Instagram Social Feed: @MorvLondon

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