This makes the transformations I witness at the House of Bijan all the more remarkable. Once self-labeled “the most expensive store in the world,” it is unabashedly a shop for men of means ...

He’s made updates, introducing slimmer tailoring for men and accessories and apparel ... (comprised of around 1,000 bottles of Bijan’s signature perfume—the tire-shaped flacon is so iconic ...

Bijan Pakzad ... he sold “the costliest men’s wear in the world.” “I am not a mass designer,” he told The Times in 2003, at a time when sales of his fragrance lines, clothes and custom ...

He's pushing Bijan to be younger and more on trend, to attract men like Camil as well as the middleweight champion Gennady Golovkin and young Chinese millionaires, who now account for 30% of its ...