Maryam Mahdavi X Yoxeone
Brand Essence
Founded in 2016 and headquartered in Paris, YOXEONE is a fashion-first house that fuses cutting-edge technology with artisan craftsmanship. Under the creative direction of Selim Gouaned, it delivers modern, trend-forward collections — from footwear and denim to statement jackets — all designed and launched through its e‑shop and exclusive pop‑up events.
Recent Press & Events
- Maryam Mahdavi & Yoxeone : READ ARTICLE
- Starrivera Magazine, June Issue :
Inspiration and Vision: What inspired you to create Yoxeone, and how do you envision the brand's identity within the competitive fashion landscape of Paris?
The Yoxeone Story
Yoxeone was born as a tribute to a close friend lost to gun violence-our first t-shirts were symbols of remembrance and resilience. Inspired by Queen, Freddie Mercury, and hip-hop culture, I merged rock's rebellious edge with streetwear's raw energy to shape the brand's identity.
Self-taught and driven by pure passion, fashion became my voice and purpose. I come from one of the toughest neighborhoods in France,
and Yoxeone represents the power of creativity to rise above circumstances. This isn't just fashion -it's legacy.
Who is the ideal customer for Yoxeone, and how do you ensure that your designs resonate with their lifestyle and preferences?
Today, I'm attending a major fabric destocking event from top brands. All of our cotton is organic, and we proudly collaborate with small artisans from India and various African countries who supply us with natural materials, such as fish leather. Additionally, any unsold products are donated to a charitable organization.
What have been some of the biggest challenges you've faced as a brand owner in the fashion industry, and how have you overcome them?
One of my biggest challenges is funding, as establishing a luxury brand requires significant financial investment. At Yoxeone, we have great ambitions, and achieving them requires the right resources. My goal is to join a strategic group or secure a strong financial partner who believes in our vision. My greatest strength is perseverance - I never give up. I truly believe that persistence is the key to success.
What are your goals for Yoxeone in the coming years? Are there any new collections or collaborations that youre particularly excited about?
Looking ahead, our goal is to expand into the American market, where I believe Yoxeone has strong potential. Ive had the opportunity to collaborate with several well known artists, and I'm currently in discussions with Adidas, although nothing is confirmed yet. One of my dreams is to open a flagship store in Harlem and create bold, statement-making designs that shake up the fashion world.