Azadeh’s Moment

San Francisco designer Azadeh Riaz received the best possible promotional coverage this weekend when our unofficial Social Ambassador to Washington D.C., Pamela Joyner, was extensively photographed in the Chronicle wearing pieces the designer had created for her to wear to various Inauguration week activities.

Ms. Joyner told the Chronicle’s Sylvia Rubin, “I’ve known Azadeh for a long time, and I knew we could come up with some beautiful things, and her price points are really reasonable.”

Azadeh on the runway. Photo: Kelsey Winterkorn.

While we’re always devoted to Chanel, Prada, Gucci, and the wonderful folks at Neiman’s, Barney’s, Saks, Bloomingdales, Nordstrom’s and Macy’s (did we leave anyone out?) we think Pamela is really smart to work with smaller designers such as Azadeh in San Francisco, and Zang Toi in New York.

Think about it — you get a gown that’s made specifically for you, with personal service and beautiful attention to detail, at less cost than a dress you would buy off the rack at a major store.

So we hate to say it, but what’s bad for Saks Fifth Avenue is great for 140 Geary Street (the location of Azadeh’s San Francisco atelier.)

Azadeh is probably best known for her evening wear, although she also has a large daywear collection and a very popular bridal line. Her designs have a body-conscious, sexy cut, yet there’s also something very regal about them. Perhaps it has something to do with her background — she spent five years designing for the Royal Family of Saudi Arabia, and then served as the head designer for Bebe stores nationwide.

  • Further Information: Azadeh [azadehcouture.com]