Iles Formula Women Morvarid Sahafi

Iles Formula Women this week is pleased to introduce MORVARID SAHAFI, the Founder and Designer of MORV LONDON (, a luxury, ready to wear line which will soon be available at Selfridges, Baar & Bass, Debonnaire etc.

Morv is a beautiful British based, Iranian born artist turned designer and the key messages in her collection are centered on strong women which are translated into her prints too which are all manufactured out of a factory she’s set up to support women in India. Separately, Morv also designs a fun silk satin pyjama collection under the name of MORV MOON as well.

instagram @morvlondon

Iles Formula Women Morvarid Sahafi by Iles Formula


Clothing Designer.

IF : Relationship with your hair?
MS : When it comes to looking after my hair, I put my trust in the products I use. Over treating or over styling is something I have always tried to avoid. I think it's fun to mess around with hair, however I tend to come back to the same relaxed, longer length vibe.

IF : Best Hair Inspiration decade?
MS : When I was growing up, the hairstyles of the late 1960s and early 70s inspired me. As well as influencing my personal style, my collections have also taken inspiration from that particular decade. The more extravagant, the better!

IF : How did you hear about Iles Formula?
MS : My friends suggested I try out the travel pack and I was instantly hooked.

IF : What is the most inspiring thing you’ve learned at your job?
MS : It’s all about your team, who you work with. You are what your team is. Your success entirely depends on their professionalism, teamwork and passion. I always tend to work with people that are the best at what they do in their respective fields.

IF : Do you read direction for use?
MS : I’m guilty of not looking at the details and I’ve randomly thrown things in my hair in the past. However, over the years I’ve stuck to my favorite products so I don’t necessarily need to read the instructions.

IF : Do you read the composition of a product?
MS : Yes! This has become more important to me, as natural ingredients is what I tend to look or when buying the best products for my hair and skin.

IF : Your favorite Iles Formula product?
MS : I love the Haute Performance Finishing Serum. It’s a great and nourishing pick-me-up for when I’m on long haul flights to my factory in India. The humidity can be unforgiving!

IF : Your favorite shower dance?
MS : My favorite shower dance is to a Swedish drinking song. I can’t get it out of my head, and when I’m alone it always creeps into my mind. I find myself shuffling from side-to-side doing the Swedish frog dance to it!

IF : What makes you the most happy?
MS : Spending quality time with my little girl, Gigi. She is the world to me!

IF : If you were to share one beauty tip with us today, what would it be?
MS : Try to laugh as much as you can, ignore the laugh wrinkles. I’m sure they’ll come up with a serum one day, that’s better than botox.

IF : Being a woman in 2017?
MS : As the famous quote goes - “I can’t believe I still have to protest this shit.”

IF : If you didn’t do the job you do now, what do you think you would be doing?
MS : If I had the brain, I wish I could be a scientist.

Iles Formula Women Morvarid Sahafi by Iles Formula

Iles Formula Women Morvarid Sahafi by Iles Formula

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