The Aura Collection: Celebrating Natasha Baradaran’s 10 Year Anniversary
Los Angeles-based home brand NATASHA BARADARAN celebrates the 10-year anniversary of its collection with the release of AURA this Fall– the multihyphenate designer’s most personal body of work yet. The 15-piece furniture collection unveils in tandem with two bold moves for the NB brand: with the company taking their manufacturing in-house, and its first flagship showroom located in West Hollywood. Together, Baradaran marks her company’s anniversary with an emphasis on creating a 360-degree brand experience.
AURA is a coming-of-age collection for Natasha Baradaran’s studio, and vibrant homage to LA’s creative spirit, marking a new chapter in the designer’s career with refined messaging for her design studio’s core tenets: a commitment to masterfully handcrafted furniture that blend casual elegance and relaxed sophistication into a coveted Baradaran mood.
In legacy with the creative spirit of matriarchs of Los Angeles furniture manufacturing, such as design icons Sally Sirkin Lewis, Rose Tarlow and Nancy Corzine, whose female-founded studios shaped the foundation for Southern California’s laidback luxury aesthetic, Baradaran follows in their footsteps to open her first manufacturing workshop in downtown Los Angeles, to proudly carry the torch for female-founded LA design brands, upholding traditions of innovation, empowerment, and community. Working together with her design studio, the move allows Baradaran’s teams to design and produce her collections seamlessly, from design-to-production-to-point-of-sale. This commitment affirms NATASHA BARADARAN as a truly vertical, ‘made in LA’ design brand, while ensuring the highest quality standards, supporting local artisans and reducing environmental impact.
As a tour de force year in the making for the illustrious designer, 2024 will also see the opening of Baradaran’s first flagship showroom at 400 Robertson Blvd. in the West Hollywood Design District this Fall. After a successful, year-long ‘NB Shop’ pop-up in the La Cienega Design Quarter, Baradaran’s move establishes the next level for her brand’s experiential trade and retail, as her first monoline NATASHA BARADARAN flagship to show her comprehensive offerings: furniture, lighting, textiles, curated vintage and home accessories that are inspired by Baradaran’s multicultural background, fusing European design traditions, Middle Eastern arts, and the laidback luxury of Southern California living.
Every piece from AURA crystalizes the mood of the brand. A range of plush seating and low- profile tables for lounging, reflect Baradaran’s recognizable casual glamour. Her designs are a true reflection of the Southern California lifestyle, offering timeless, versatile pieces that inspire confidence and dedication to high-quality craftsmanship.
In a time where ‘Iconic’ is overused, attaining ‘Mother’ status has become the ultimate sign of cultural significance. Over the last decade, Baradaran has slowly built a brand that resonates with those who appreciate quality, comfort, and sophistication. At the 10-year mark of her namesake furniture collection, Baradaran evolves from an emerging designer to an established voice in legacy with the creative spirit of matriarchs of Los Angeles furniture manufacturing who inspire us to break the mold, nurturing figures who have helped build LA’s design community, influencing us towards empowerment rather than conspicuous consumption. Baradaran enters a ‘Mother Era’ with a new collection, new workshop, and first flagship showroom to embody the experience of womanhood in design.
