CHELEBI was founded in 2013 by Aida Makhmudova, artist, founder and creative director of YARAT Contemporary Art Space. The idea was to unite the traditional and modern cultures of Azerbaijan. The brand was named after a mountain village in Karabakh, in the northwest of the country, famous for its carpets. Over the past 10 years, CHELEBI has launched dozens of joint collections with local and international artists, illustrators, and artisans. In September 2023, the brand was relaunched with a new vision.