Luxury Brand Model
One of Bijan’s greatest talents was marketing. He understood that luxury brands needed powerful stories and memorable images. Instead of relying solely on traditional fashion advertising, Bijan often made himself part of the brand. His personality, distinctive appearance, luxury cars, celebrity relationships, and extravagant lifestyle all became elements of the company’s public image.
The Los Angeles Times described him as a designer who understood the power of personality and used advertising, billboards, celebrities, and exotic automobiles to create attention around his business. The company also worked with well-known figures. Its official history records advertising collaborations with Bo Derek and Michael Jordan, among others. These campaigns helped connect the Bijan name with celebrity, glamour, and popular culture.
