Poosh (an old Persian word meaning "cloth") has become one of several clothing brands launched in modern Iran in the past 5 years. After the Revolution of 1979, women’s street wear in Iran came down to two relatively drab choices that had to be matched with a demure wearer. The chador, or “superior hijab,” and the manteau, an overcoat designed to conceal a woman’s body shape, became the default wardrobe in Iran's public places. But the women’s mildly disaffected campaign against the hijab (shawl) quickly manifested in more creative and alluring dress choices that pushed the strict religious codes. The Poosh brand today, for instance, advertises as a contemporary fashion dealer that purportedly is a registered brand approved by the authorities and the Ministry of Culture. (See the many styles of fabrics and fashion below).
Clearly, it is a false imagination in the West that Persian women face limitation in the color of their clothing. Iranians call this impression given in movies and the media "utter nonsense." Of course there is a tendency of especially older women in conservative enclaves and towns to gravitate to dark-colored clothing. I saw them often. However, Iranian girls display "designer brights and neons" nearly everywhere. Many wear a loose narrow scarf allowing wisps of hair to frame their face. Untied hair shows from the back. Some wear heavy make-up. The "nose job" (men and women in Iran both get their noses adjusted, as is evident from the bandaid pasted on the nuzzler) is as common as hauling a backpack. Well, not quite. Shops in Iran are stuffed with skinny jeans and tights, and, as one native travel agency states, "Iranian girls don’t show any intimidation in wearing them. So why should you?"