About Us
Our Story
Hug Studio was founded in the summer of 2019 by Parinaz Sadoughi and Niloufar Ahadi — two friends and architects who shared a vision: to design bags that celebrate individuality, confidence, and creative expression.
What began as an idea to craft timeless clutches using unique materials soon evolved into a studio where design, culture, and craftsmanship converge. Inspired by architecture, precious stones, and texture, Hug collections are a tribute to bold femininity and the art of personal style.
Our Mission
As a slow fashion brand, Hug Studio is committed to conscious design. We make thoughtful choices about our materials, using recyclable and sustainable options wherever possible to reduce waste and environmental impact.
Our mission is to create timeless accessories that transcend seasonal trends and stay with you — not just in your wardrobe, but in your story.
To make each piece even more personal, Hug also offers customizations. From colors and materials to design touches, our team is here to help you create the bag you’ve always dreamed of.
Our Process
Hug Studio is a hands-on workshop where every clutch, bag, and accessory is carefully made with attention to detail, quality, and intention. Our aesthetic is defined by sculptural forms, modern silhouettes, and compact proportions, conceptualized to carry the essentials with elegance.
Most of our materials, from acrylic to specialty finishes, are sourced and handcrafted by skilled artisans in Italy. Every Hug piece is made in a single copy or with subtle variations — like a fingerprint — ensuring that no two are exactly alike. We see our designs as wearable art, created one by one, with care and character.
Who We Are
Parinaz Sadoughi, Founder and Creative Director, and Niloufar Ahadi, Co-Founder and Marketing Manager, launched Hug Studio with a shared passion for design and creative freedom. Both trained as architects, their collections are deeply influenced by structure, material, and the beauty of form.
Hug Studio is based in Italy, rooted in culture, and shaped by a desire to make bold, lasting statements — one handcrafted piece at a time.