After the Islamic revolution, the austerity policy has been practiced for decades. The middle-class Iran people are more and more interested in high-end fashion products. Shopping for Tehran has become a new religion.

Bahar, a 30 year old fashion blogger, said: "we are in touch with foreign trends through travel. The Internet and satellite TV have created our desire for famous brand products. People buy famous brands largely to show off, spend a lot of money on famous brands, and wealthy Iran people want to show their purchasing power to others.

Brands like Burberry now have little control over their "gray market" in Iran. But this is clearly going to change.

Despite years of economic sanctions, the International Monetary Fund has set Iran's GDP as US $16500 per capita, which means that consumers in Iran are more likely to spend more money than consumers in emerging markets such as Brazil, China, India and South Africa. With the final conclusion of nuclear agreements and the lifting of sanctions, brand name goods will be more popular in Iran.

A group of super wealthy young Tehran people flaunt their famous brand goods through their Instagram website. The two generation of Tehran has no irony. They are on the homepage of the high-end clothing, showing off their luxurious lifestyle. Last year, when the picture of the show became popular on Instagram, it caused the anger and resentment of the poor in Iran and the conservatives who control Iran's political and legal institutions. But the rich two generation did not stop showing off because of controversy.

The recent photos include a set of photos of Tehran fashion week and asked a question after the photo: "where do people go for vacation this year?" the answers are from Italy, Istanbul, Japan to Dubai.

Because luxury brands are still exclusive to the rich, they have not yet appeared among the 100 most imported goods listed by the Iran customs. But figures show that imports of cosmetics have grown most rapidly recently. By March 2015, cosmetics accounted for 0.1% of the total value of imports (52 billion US dollars) - many of them were Image Oriented consumers buying big brands.

stay Iran In the big cities all over the country, the traditional big bazaar is greatly competitive by the American style shopping mall in the city. In these shopping centers, the western big brand goods are placed in a prominent position.

Although the goods in these luxury shopping centers look like retail stores anywhere in the world, the fashionable goods on those display shelves are actually imported from Turkey and Gulf States by third party importers. Those sellers actually do not have any connection with the manufacturers of large brand goods.

So far, only Spain. clothing Retailer Mango, Italy Latest fashion A few Western companies such as boutique, Benetton and luxury female brands such as iscana have their own stores in Iran.

Iran's strict Islamic dress code is also applied to advertisements, so the advertising boards of these companies are either wearing tough women or just showing themselves.

Miriam, an office worker earning only 17000 dollars a year, has just bought a Burberry bag for a month's salary. She bought it from the Iran website selling Western designer clothes and accessories. That website allows you to pay by local credit card and provide free distribution service.

Miriam said she would rather spend more money on quality Western brand clothes than buy cheap but poor quality local products. But she also admitted that social status also had a great influence on how she decided to spend money. She said, "middle class people need to wear fashionable clothes and expensive watches, which are very stressful economically, but I feel more confident when I wear famous brands."