IY Team. January 27 2025.
16 minutes read time.
Monir Shahroudy Farmanfarmaian, the renowned Persian artist from Qazvin, is celebrated for her groundbreaking mirror mosaics and geometric compositions that draw from the rich legacy of Persian geometries—once perceived and labeled as sacred. Her art reflects a profound understanding of symmetry, light, and reflection, inspired by the ancient patterns found in Persian architecture and craftsmanship. Monir, masterfully reimagined these elements, blending tradition with a modern perspective to create works that explore themes of unity, order, and self reflection. Her ability to transform heritage into a contemporary dialogue aligns deeply with the philosophy of Art’a. At Art’a, we have chosen Monir as the protagonist of our lifestyle story—one that is not only to be read and listened to but to be experienced and practiced. Her vision of interconnectedness and balance inspires us to embrace personal well-being and wiser living by finding harmony within ourselves and our environment.
Why a New Happiness?
At Intrigue Yellow®, we believe happiness isn’t a fleeting trend; it’s a timeless essence rooted in Jaan and Xerad—concepts simplified as wellness and wisdom. These Persian principles form the foundation of an intelligent humankind, creating a harmonious heaven on Earth. Inspired by the archetype of PersianNess, one of humanity’s earliest and most influential civilizations, this vision extends from the teachings of Ferdowsi’s poetry to Cyrus the Great’s Charter of Human Rights, written nearly 2,600 years ago. But why is this legacy not a cornerstone of global education? Why are these transformative ideas locked away in museums and libraries, misunderstood or forgotten? This is where Intrigue Yellow began. Fueled by curiosity, we traced the timeless blueprints of Persian living and reimagined them as an accessible, evidence-based roadmap for modern life—a clever resource for living well and wisely.
Why a New Happiness?
At Intrigue Yellow®, we believe happiness isn’t a fleeting trend; it’s a timeless essence rooted in Jaan and Xerad—concepts simplified as wellness and wisdom. These Persian principles form the foundation of an intelligent humankind, creating a harmonious heaven on Earth. Inspired by the archetype of PersianNess, one of humanity’s earliest and most influential civilizations, this vision extends from the teachings of Ferdowsi’s poetry to Cyrus the Great’s Charter of Human Rights, written nearly 2,600 years ago. But why is this legacy not a cornerstone of global education? Why are these transformative ideas locked away in museums and libraries, misunderstood or forgotten? This is where Intrigue Yellow began. Fueled by curiosity, we traced the timeless blueprints of Persian living and reimagined them as an accessible, evidence-based roadmap for modern life—a clever resource for living well and wisely.
The Y:
Why a New Beauty?
زندگی زیباست ای زیبا پسند زنده اندیشان به زیبایی رسند
زندگی زیباست ای زیبا پسند زنده اندیشان به زیبایی رسند
Life is beautiful, O the admirer of beauty, Lively thinkers are those who achieve beauty.
INTRODUCTION:
At Intrigue Yellow®, we blend the ethos of a museum and a library, transforming into a ‘happy sphere’—a concept that has evolved since 2019, even during the challenges of the ‘sad pandemic’. With the addition of scholar members, enthusiasts, and altruists, we have collectively studied, designed, and introduced a ‘way of life’ inspired by ancient wisdom and made accessible as an unbiased resource for modern humanity. Intrigue Yellow® has reimagined the concept of “finding remedies”—leading to hope and resilience through functional optimism and agile emotions. This innovative lifestyle model, inspired by ancient Persia, represents a timeless art and science of “Being Well and Living Wise”, offering solutions to modern-day stress while promoting health and humanity without reliance on superstitions or fleeting trends.
WHAT IS ART’A?
The term Art’a (ارته/آرتا) is an ancient Persian word decoded by IY researchers through the study of ancient languages and myths. Art’a embodies the three core principles of Balance, Beauty, and Brainpower, known at Intrigue Yellow® as the 3B Theory. Art’a of PersianNess is emerging as a powerful lifestyle concept by integrating emotional intelligence (EQ) and intellectual intelligence (IQ). We believe these sources of human wellness have been marginalized or misrepresented, possibly due to their antiquity or intentional oversight. In the words of IY, Art’a is “The Art and Architecture of a Unifiable Science”, an activated purpose that extends beyond mere philosophy—offering a framework for living wisely with intentional beauty and balance. This lifestyle draws from ancient Persian blueprints, which have contributed to humanity’s well-being for over 5,000 years. At the Intrigue Yellow® Foundation, our goal is to curate and replicate this timeless wellness wisdom in a world that increasingly needs a ‘facelift’, providing an organic, adaptable, and biologically attuned lifestyle.
THE 3B THEORY OF ART’A: BEAUTY, BALANCE, BRAIN
Art’a is structured upon three essential pillars that contribute to human thriving:
1. Beauty: The universal language of well-being, fostering harmony and appreciation.
2. Balance: Establishing equilibrium across self, surroundings, and society (The 3S).
3. Brain: Cultivating emotional and intellectual intelligence by embracing multiple human intelligences.
Inspired by Howard Gardner’s
Theory of Multiple Intelligences and Maslow’s Hierarchy of Needs, Art’a poetically activates purposeful health and humanity. It assumes that humans are inherently kind, sound, & beautiful, capable of further self-improvement through recognizing diverse forms of intelligence, including:
• Visual-spatial
• Linguistic
• Interpersonal
• Intrapersonal
• Bodily-kinesthetic
Persian contributions such as human rights, polymathy, lifestyle medicine, textile craftsmanship, architecture, and Pahlavani sports exemplify these intelligences. Today, Art’a reimagines these ancient practices within a modern framework as tools for balanced living.
ART’A IN BEAUTY: FASHION AS AN INTELLIGENT IDENTITY
Art’a introduces visual intelligence as the first pillar of its 1/8 lifestyle series, inspired by Gardner’s Multiple Intelligences. In Art’a, beauty transcends aesthetics—an intentional science that promotes emotional intelligence alongside logical choices. Visual intelligence in Art’a starts with the precision of perception that proceeds well-being practices and evolves into a vision—influencing key aspects of life, such as:
• Identity: Asserting self-expression as a fundamental right.
• Art: Expressing emotions and individuality creatively.
• Architecture: Designing from the heart to head to home spaces harmonizing with human well-being.
• Wearable Crafts and Arts: Using beauty and fashion as a storytelling medium of identities.
• Cuisine Arts: Nourishing the heart, mind, and body through culinary practices that create health.
• Home Design: Creating healing environments that embrace mental peace and physical wellness for self or family.
PERSIAN WEARABLE ARTS: A STORY OF EMPOWERMENT AND EXPRESSION
Persian wearable arts hold a unique place in global heritage. Persian textiles, intricate patterns, and artisanal methods have long transcended aesthetics, embodying respect for natural resources, identity, and empowerment. Historically, Persian humans have used fashion for self-expression, class, and design appreciation. Persians were pioneers in fashion functionality, inventing pants and high heels for practical purposes such as horseback riding. This innovation, rooted in the Persian Empire, later influenced European fashion and military strategies.
Changing the Fashion Narrative: Forbidden Fashionistas
In 2019, Intrigue Yellow®, launched the Forbidden Fashionistas campaign to challenge the monopolized fashion industry and spotlight underdiscovered designers, especially women from the Middle East. The campaign aims to:
• Advocate for inclusivity and diversity in fashion.
•
Empower women to reclaim their cultural narratives.
• Highlight Persian wearable arts as a legacy of empowerment.
Renowned Persian designer, Leyla Kashani was selected by expert advisors as the ambassador of this mission, blending traditional Persian aesthetics with modern ethical fashion and bridging heritage and innovation.
The Need for Cultural Recognition & Attribution
Despite the rich contributions of Persian art and design to global fashion, much of its creative credit remains questionable. Intrigue Yellow® believes cultural and artistic works should be recognized with the same level of respect as scientific discoveries regardless of their antiquity, once inspired in the future of fashion, to understand better the world we live in.
The prestigious fashion magazines such as Vogue,
Harper's Bazaar,
Elle, and
W Magazine
consistently focus on renowned designers, while neglecting the rich cultural heritage and inspirations that underpin their work. This disregard not only undermines cultural values but also deprives the true creators of the recognition they rightfully deserve.
Intrigue Yellow® advocates for a system of recognition where creators receive proper credit for their cultural and intellectual contributions. This practice will ensure the reintroduction of the world’s heritage as an evolving knowledge for future generations.
IY researchers believe many Western fashion brands, such as
Ralph Lauren
and
Christian Louboutin, have drawn inspiration from Ancient Persian motifs, yet their historical influences often go unacknowledged.
For example:
• Ralph Lauren’s equestrian-polo and
Tabriz carpet
designs for homeware.
• Christian Louboutin’s red soles inspired by
Achaemenid kings
as an aristocrat footwear.
• Persian motifs predating modern luxury brands, such as patterns on the
Soltaniyeh Dome
in Zanjan, resemble the
Louis Vuitton
logo.
Chicago Gives-Chic-A-Go 2023: The First Global ‘Persian Catwalk’ From Ancient to the Modern Runway
In February 2023, Intrigue Yellow® created and hosted the first-ever honoring global Persian fashionista runway for western audience at Waldorf Astoria Chicago, supported by key advisors such as Shirene Rifai, founder of Jordan Fashion Week in the Middle East.
The event marked a historic moment after half a century, introducing a sole runway for Persian women fashionistas to a global audience and paving the way for future showcases in Paris Couture Week 2025.
The Future of Art’a of PersianNess
Intrigue Yellow® is committed to expanding Art’a’s influence by:
• Reinterpreting Persian heritage for emotional intelligence and ethical living as a tangible and intangible cultural world heritage.
•
Encouraging balanced, creative, and humane lifestyles through well-being practices that enhance human adaptability during Earth’s climate changes.
• Hosting experiences and global events funded by grants, crowd funds, and joint ventures to elevate Persian contributions to the history of humanity for educational purposes.
Art’a is more than a maximalist and luxurious lifestyle; it is a visionary and functional concept that connects and forefronts ancient Persia as a world heritage with contemporary minimal design for modern human use and accessibility.
Intrigue Yellow®, ensures Persian culture and visual intelligence are preserved and celebrated through initiatives such as Forbidden Fashionistas—enriching the global narrative of fashion, identity, and wellness.
Signature Creative Thoughts from FoundR
My first fashion experience in Paris—an invitation to embrace self-expression in harmony with the beauty of the event’s aesthetics. I did my best, three sizes larger than what I wore in my 40s, yet I felt good. I am Mahtab, the “moonlight” in Persian, and I let myself shine in what I can humanistically own as my physical aesthetics. My sense of beauty?
A solid 7 out of 10!
I wore a LAPOINTE black top, a sequined green skirt, my pointy-as-a-witch’s-nose YSL shoes—just because I wanted to experience Parisian fashion too—Tiffany’s earrings, and, of course, pieces from Leyla Kashani, the Persian fashionista whose personality and vision I adore. Her Echoes of Isfahan brown jacket—go see her Instagram, and you’ll understand how the geometry and flow speak of Isfahan, with tassels that bring a playful touch I love. I also wore a necklace from her Khorshid Collection—Khorshid, meaning “the sun.” After all, I do chase the sun daily in all aspects of my intelligence, so I had to own that piece too from LK.
For a touch of color, I added another layer—a vintage emerald necklace from my grandmother. It was too much “PersianNess Expressing” now … It turned out not to be the smartest styling move, and that’s how I lost those 3 points from my beauty rating!
I stood tall and proud in low heels, embracing effortless elegance with an unpoised, fun-loving demeanor—just being me. I worked too hard on my natural presence, and at times, I felt stiff. For a moment, I felt like Emily in Paris, living a fashion dream—of course, from a different generation.
The white lilies—symbolizing Haurvatat (see YouTube) spring celebration—glowed perfectly three days before Sadeh winter celebration , the ancient Earth celebrations we are working on too at I. The floral arrangements and intricate details of Shangri-La were breathtaking. The gold and seafoam interiors, punctuated by red velvet seating, were a visual delight. Naturally, I had to take pictures—perhaps for future inspiration in my home décor… hey, just for “inspo”!
Everyone from the Middle East was there—a region I sometimes understand through my cultural DNA better than I understand my naturalized American one, although I have lived in America almost 3/4 of my life so far. I generously accepted the invitation to witness a journey that began in 2019 and was now unfolding right in front of my admiring eyes in a ‘catwalk’—finally Persia Catwalks from Chicago to Paris ! A PersianNess in flair and beauty, continuing into 2025.
It made me reflect—three passionate women, empowering each other through humanity, science, and art- the protagonists of this one story I am writing about. Shirene in law, Mahtab in science, Leyla in art. I imagined our paths crossing, whispering stories beyond Fashion with a Purpose.
Before I knew it, I was writing—because life must carry meaning beyond do’s and don’ts or fleeting impressions. I must heal, embrace life’s ups and downs, and cherish the present with stories that feel true—if nowhere else, then right here in my yellow sphere:
Under the Parisian “moonlight”—like the timeless tales of PersianNess in love and compassion, like the origins of ancient Persian poetry— from Polymath Nezami , I felt the joy of Khosro and “Shirin”, “Leyla” and Majnoon.
Three women, from three corners of the world, coming together like a knot in their missions ; to create ripples of beauty. May every garment inspire new versions of ourselves—in health, humanity, and, of course, the right to express beauty.
IY Team. Jan 27 2025.
16 minutes read time.
Monir Shahroudy Farmanfarmaian,
the renowned Persian artist from Qazvin, is celebrated for her groundbreaking mirror mosaics and geometric compositions that draw from the rich legacy of Persian geometries—once perceived and labeled as sacred. Her art reflects a profound understanding of symmetry, light, and reflection, inspired by the ancient patterns found in Persian architecture and craftsmanship. Monir, masterfully reimagined these elements, blending tradition with a modern perspective to create works that explore themes of unity, order, and self reflection. Her ability to transform heritage into a contemporary dialogue aligns deeply with the philosophy of Art’a. At Art’a, we have chosen Monir as the protagonist of our lifestyle story—one that is not only to be read and listened to but to be experienced and practiced. Her vision of interconnectedness and balance inspires us to embrace personal well-being and wiser living by finding harmony within ourselves and our environment.
The Y:
Why a New Beauty?
زندگی زیباست ای زیبا پسند
زنده اندیشان به زیبایی رسند
Life is beautiful, O the admirer of beauty.
Lively thinkers are those who achieve beauty.
INTRODUCTION:
At Intrigue Yellow®, we blend the ethos of a museum and a library, transforming into a ‘happy sphere’—a concept that has evolved since 2019, even during the challenges of the ‘sad pandemic’. With the addition of scholar members, enthusiasts, and altruists, we have collectively studied, designed, and introduced a ‘way of life’ inspired by ancient wisdom and made accessible as an unbiased resource for modern humanity. Intrigue Yellow® has reimagined the concept of “finding remedies”—leading to hope and resilience through functional optimism and agile emotions. This innovative lifestyle model, inspired by ancient Persia, represents a timeless art and science of “Being Well and Living Wise”, offering solutions to modern-day stress while promoting health and humanity without reliance on superstitions or fleeting trends.
WHAT IS ART’A?
The term Art’a (ارته/آرتا) is an ancient Persian word decoded by IY researchers through the study of ancient languages and myths. Art’a embodies the three core principles of Balance, Beauty, and Brainpower, known at Intrigue Yellow® as the 3B Theory. Art’a of PersianNess is emerging as a powerful lifestyle concept by integrating emotional intelligence (EQ) and intellectual intelligence (IQ). We believe these sources of human wellness have been marginalized or misrepresented, possibly due to their antiquity or intentional oversight. In the words of IY, Art’a is “The Art and Architecture of a Unifiable Science”, an activated purpose that extends beyond mere philosophy—offering a framework for living wisely with intentional beauty and balance. This lifestyle draws from ancient Persian blueprints, which have contributed to humanity’s well-being for over 5,000 years. At the Intrigue Yellow® Foundation, our goal is to curate and replicate this timeless wellness wisdom in a world that increasingly needs a ‘facelift’, providing an organic, adaptable, and biologically attuned lifestyle.
THE 3B THEORY OF ART’A: BEAUTY, BALANCE, BRAIN
Art’a is structured upon three essential pillars that contribute to human thriving:
1. Beauty: The universal language of well-being, fostering harmony and appreciation.
2. Balance: Establishing equilibrium across self, surroundings, and society (The 3S).
3. Brain: Cultivating emotional and intellectual intelligence by embracing multiple human intelligences.
Inspired by Howard Gardner’s
Theory of Multiple Intelligences and Maslow’s Hierarchy of Needs, Art’a poetically activates purposeful health and humanity. It assumes that humans are inherently kind, sound, & beautiful, capable of further self-improvement through recognizing diverse forms of intelligence, including:
• Visual-spatial
• Linguistic
• Interpersonal
• Intrapersonal
• Bodily-kinesthetic
Persian contributions such as human rights, polymathy, lifestyle medicine, textile craftsmanship, architecture, and Pahlavani sports exemplify these intelligences. Today, Art’a reimagines these ancient practices within a modern framework as tools for balanced living.
ART’A IN BEAUTY: FASHION AS AN INTELLIGENT IDENTITY
Art’a introduces visual intelligence as the first pillar of its 1/8 lifestyle series, inspired by Gardner’s Multiple Intelligences. In Art’a, beauty transcends aesthetics—an intentional science that promotes emotional intelligence alongside logical choices. Visual intelligence in Art’a starts with the precision of perception that proceeds well-being practices and evolves into a vision—influencing key aspects of life, such as:
• Identity: Asserting self-expression as a fundamental right.
• Art: Expressing emotions and individuality creatively.
• Architecture: Designing from the heart to head to home spaces harmonizing with human well-being.
• Wearable Crafts and Arts: Using beauty and fashion as a storytelling medium of identities.
• Cuisine Arts: Nourishing the heart, mind, and body through culinary practices that create health.
• Home Design: Creating healing environments that embrace mental peace and physical wellness for self or family.
PERSIAN WEARABLE ARTS: A STORY OF EMPOWERMENT & EXPRESSION
Persian wearable arts hold a unique place in global heritage. Persian textiles, intricate patterns, and artisanal methods have long transcended aesthetics, embodying respect for natural resources, identity, and empowerment. Historically, Persian humans have used fashion for self-expression, class, and design appreciation. Persians were pioneers in fashion functionality, inventing pants and high heels for practical purposes such as horseback riding. This innovation, rooted in the Persian Empire, later influenced European fashion and military strategies.
Changing the Fashion Narrative: Forbidden Fashionistas
In 2019, Intrigue Yellow®, launched the Forbidden Fashionistas campaign to challenge the monopolized fashion industry and spotlight underdiscovered designers, especially women from the Middle East. The campaign aims to:
• Advocate for inclusivity and diversity in fashion.
•
Empower women to reclaim their cultural narratives.
• Highlight Persian wearable arts as a legacy of empowerment.
Renowned Persian designer, Leyla Kashani was selected by expert advisors as the ambassador of this mission, blending traditional Persian aesthetics with modern ethical fashion and bridging heritage and innovation.
The Need for Cultural Recognition & Attribution
Despite the rich contributions of Persian art and design to global fashion, much of its creative credit remains questionable. Intrigue Yellow® believes cultural and artistic works should be recognized with the same level of respect as scientific discoveries regardless of their antiquity, once inspired in the future of fashion, to understand better the world we live in.
The prestigious fashion magazines such as Vogue,
Harper's Bazaar,
Elle, and
W Magazine
consistently focus on renowned designers, while neglecting the rich cultural heritage and inspirations that underpin their work. This disregard not only undermines cultural values but also deprives the true creators of the recognition they rightfully deserve.
Intrigue Yellow® advocates for a system of recognition where creators receive proper credit for their cultural and intellectual contributions. This practice will ensure the reintroduction of the world’s heritage as an evolving knowledge for future generations.
IY researchers believe many Western fashion brands, such as
Ralph Lauren
and
Christian Louboutin, have drawn inspiration from Ancient Persian motifs, yet their historical influences often go unacknowledged.
For example:
• Ralph Lauren’s equestrian-polo and
Tabriz carpet
designs for homeware.
• Christian Louboutin’s red soles inspired by
Achaemenid kings
as an aristocrat footwear.
• Persian motifs predating modern luxury brands, such as patterns on the
Soltaniyeh Dome
in Zanjan, resemble the
Louis Vuitton
logo.
Chicago Gives-Chic-A-Go 2023: The First Global ‘Persian Catwalk’ From Ancient to the Modern Runway
In February 2023, Intrigue Yellow® created and hosted the first-ever honoring global Persian fashionista runway for western audience at Waldorf Astoria Chicago, supported by key advisors such as Shirene Rifai, founder of Jordan Fashion Week in the Middle East.
The event marked a historic moment after half a century, introducing a sole runway for Persian women fashionistas to a global audience and paving the way for future showcases in Paris Couture Week 2025.
The Future of Art’a of PersianNess
Intrigue Yellow® is committed to expanding Art’a’s influence by:
• Reinterpreting Persian heritage for emotional intelligence and ethical living as a tangible and intangible cultural world heritage.
•
Encouraging balanced, creative, and humane lifestyles through well-being practices that enhance human adaptability during Earth’s climate changes.
• Hosting experiences and global events funded by grants, crowd funds, and joint ventures to elevate Persian contributions to the history of humanity for educational purposes.
Art’a is more than a maximalist and luxurious lifestyle; it is a visionary and functional concept that connects and forefronts ancient Persia as a world heritage with contemporary minimal design for modern human use and accessibility.
Intrigue Yellow®, ensures Persian culture and visual intelligence are preserved and celebrated through initiatives such as Forbidden Fashionistas—enriching the global narrative of fashion, identity, and wellness.
Signature Creative
Thoughts from FoundR
My first fashion experience in Paris—an invitation to embrace self-expression in harmony with the beauty of the event’s aesthetics. I did my best, three sizes larger than what I wore in my 40s, yet I felt good. I am Mahtab, the “moonlight” in Persian, and I let myself shine in what I can humanistically own as my physical aesthetics. My sense of beauty?
A solid 7 out of 10!
I wore a LAPOINTE black top, a sequined green skirt, my pointy-as-a-witch’s-nose YSL shoes—just because I wanted to experience Parisian fashion too—Tiffany’s earrings, and, of course, pieces from Leyla Kashani, the Persian fashionista whose personality and vision I adore. Her Echoes of Isfahan brown jacket—go see her Instagram, and you’ll understand how the geometry and flow speak of Isfahan, with tassels that bring a playful touch I love. I also wore a necklace from her Khorshid Collection—Khorshid, meaning “the sun.” After all, I do chase the sun daily in all aspects of my intelligence, so I had to own that piece too from LK.
For a touch of color, I added another layer—a vintage emerald necklace from my grandmother. It was too much “PersianNess Expressing” now … It turned out not to be the smartest styling move, and that’s how I lost those 3 points from my beauty rating!
I stood tall and proud in low heels, embracing effortless elegance with an unpoised, fun-loving demeanor—just being me. I worked too hard on my natural presence, and at times, I felt stiff. For a moment, I felt like Emily in Paris, living a fashion dream—of course, from a different generation.
The white lilies—symbolizing Haurvatat (see YouTube) spring celebration—glowed perfectly three days before Sadeh winter celebration , the ancient Earth celebrations we are working on too at I. The floral arrangements and intricate details of Shangri-La were breathtaking. The gold and seafoam interiors, punctuated by red velvet seating, were a visual delight. Naturally, I had to take pictures—perhaps for future inspiration in my home décor… hey, just for “inspo”!
Everyone from the Middle East was there—a region I sometimes understand through my cultural DNA better than I understand my naturalized American one, although I have lived in America almost 3/4 of my life so far. I generously accepted the invitation to witness a journey that began in 2019 and was now unfolding right in front of my admiring eyes in a ‘catwalk’—finally Persia Catwalks from Chicago to Paris ! A PersianNess in flair and beauty, continuing into 2025.
It made me reflect—three passionate women, empowering each other through humanity, science, and art- the protagonists of this one story I am writing about. Shirene in law, Mahtab in science, Leyla in art. I imagined our paths crossing, whispering stories beyond Fashion with a Purpose.
Before I knew it, I was writing—because life must carry meaning beyond do’s and don’ts or fleeting impressions. I must heal, embrace life’s ups and downs, and cherish the present with stories that feel true—if nowhere else, then right here in my yellow sphere:
Under the Parisian “moonlight”—like the timeless tales of PersianNess in love and compassion, like the origins of ancient Persian poetry— from Polymath Nezami , I felt the joy of Khosro and “Shirin”, “Leyla” and Majnoon.
Three women, from three corners of the world, coming together like a knot in their missions ; to create ripples of beauty. May every garment inspire new versions of ourselves—in health, humanity, and, of course, the right to express beauty.
