Style ambassador and Instagram star Niloo Poodinehi on her new fashion line

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Monte-Carlo-based Niloo Poodinehi’s new fashion collection is inspired by Monaco’s famously elegant royal family. Niloo’s creativity has previously been channelled into interior design, architecture and modelling – not to mention her impressive real-estate portfolio – but she says that “fashion is my passion”. Here she talks about her scientific background, living around the world, and the biggest trends for 2024.

Tell us about your new fashion brand? 

“I’ve created my own company, ‘Niloo Montecarlo Concept’ and I will use all my fashion expertise to launch my own line in 2024. It’s a project that’s close to my heart and I’m taking the time to refine it so that it responds exactly to what I want to do: the creation of clothes in Milan, where I have important contacts. I’m also available to coach people who would like to change their look. At the same time I continue my activities in real estate in Dubai and Monaco.”

How did you get into this world?

“I’m Persian Dutch and education has been a very important part of my life – I studied political science and international law at university, then got my master’s in psychology. But throughout my childhood, I was always obsessed with fashion. I had four sisters and a mom who always looked her best, so that inspired me a lot. I was always known for my uniquely elegant sense of style. I used to live in Dubai, and along with a friend I presented my first collection at Dubai Fashion Week. However we couldn’t accomplish what we wanted as we needed an investor at the time. But I was also busy with modelling and representing brands, events and organisations – I was like the butterfly of Dubai high society!” 

What happened next?

“My other passion is architecture and real estate, and I started my own property development company, working with high-end real estate in Dubai and Monaco. When the financial crisis hit in 2008, I left Dubai and moved to the USA, then the Netherlands, where I created a lifestyle company and was highly involved in interior design. Then I found my perfect, happy home in Monaco. I decided to launch my own clothing brand, inspired by the elegance of royals such as Princesses Grace, Charlene, Stephanie and Caroline. The royal household of Monaco i so elegant and graceful. So now I’m very much looking forward to having my own brand displayed in department stores in 2024.”

You’ve got 1.3 million followers on Instagram, how did you grow that platform?

“I started an Instagram profile when I created my lifestyle company in the Netherlands, and today I have 1.3 million followers! My goal was to highlight the collections of major bands and also promote Monaco internationally. I think Monaco is the essential place for fashion, so I now dedicate my Instagram profile solely to fashion. I collaborate on private shoots with major houses including Elie Saab, Prada, Gucci and Alexander McQueen. Monaco to me is my real home, where I feel I belong. I don’t just consider myself as an influencer, I am a fashion ambassador for the Principality of Monaco, and I like sharing exceptional collections through my Instagram. Today I am happy to be able to put myself in the limelight and devote myself 100% to my fashion project.”

Tell us about the exclusive events you’ve been part of?

“Monaco hosts events all year round, from the Grand Prix, International Show Jumping and the Monaco Yacht Show, to concerts by international artists, conferences on the planet and ecology, the International Circus Festival of Monte-Carlo… but also a lot of charity galas. Monaco is like a small village and everyone knows each other. The event I love most is Monte-Carlo Fashion Week, where Princess Charlene is ambassador. I’m lucky to have met the Monaco royal family regularly at galas and events.” 

What are the fashion trends for 2024?

“This coming year will be lighter and cleaner with lots of transparent fabrics and sustainable materials. Shorts are back in the spotlight and they’re something I really like. There is lots of white, as well as cherry red at places like Balanciaga. Also florals at Prada, Chanel and Balmain. I’m totally addicted to new style developments and I have always loved wearing colourful clothes!”

What are your plans for the future?

“As a fashion ambassador in Monaco, one of my wishes is to be able to present and introduce labels, jewellery and clothes from foreign brands in Monaco across my Instagram and website.”

Instagram: @niloo_montecarlo_lifestyle

Website:niloomontecarloconcept.com