Words: Miles Holder
Last week, I had the incredible honour of travelling to Armenia to attend the inaugural Yerevan Fashion Week. Not only was I fortunate enough to witness this momentous event, but I also had the privilege of serving as a jury member for the prestigious Fashion Scout Armenia Award.
Fashion Scout Armenia is an exceptional opportunity that aims to illuminate the extraordinary talent of emerging Armenian fashion designers on a global stage. In collaboration with the esteemed Fashion and Design Chamber of Armenia (FDC Armenia), our task was to evaluate the collections of Armenian fashion students, recent graduates, and emerging designers, determining which among them were ready to take the next step in their careers. Let me tell you, this was no easy feat given the remarkably high level of talent on display.
The stakes were high, as the prizes for Fashion Scout Armenia ranged from a three-month internship at a renowned fashion atelier in Florence, a sponsored study trip to London Fashion Week in September 2023, exclusive one-on-one mentoring sessions with Fashion Scout experts, and the opportunity to be featured on Fashion Scout and FDC Armenia’s esteemed media channels. With such incredible rewards at stake, it became apparent from the outset that each designer brought their own unique flair and showcased remarkable potential which might one day gain them a coveted spot on the Yerevan Fashion Week schedule.
Now, let’s delve into a captivating rundown of the Fashion Scout Armenia collections we were fortunate enough to witness, along with my personal thoughts and, of course, the much-anticipated announcement of the winners.
MM2NINE’s “Lost Memory” collection drew inspiration from Armenia’s magnificent architectural legacy and the country’s traditional costume, the Taraz. This captivating collection transcended time, weaving a narrative that celebrated ancestral heritage while showcasing the prowess of modern craftsmanship. The inclusion of horned headpieces paid homage to the iconic Afrikyan’s Club Building, which once graced the heart of Yerevan. Through these striking elements, MM2NINE provocatively explored the intertwined nature of shared histories and the often-controversial removal of historic relics to pave the way for a dynamic and ever-evolving culture.
While rooted in history, the collection seamlessly integrated modern corsetry, innovative material choices, and the vision of a young and talented designer. These elements elevated “Lost Memory” to a contemporary stage, creating a captivating fusion of past and present that left a lasting impression.
Gayane Ghazaryan’s collection was a testament to the fusion of Armenian architecture and avant-garde fashion. Inspired by the captivating colours and architectural elements of traditional stone buildings, Ghazaryan skilfully incorporated these influences into her colour scheme, creating a visually striking collection. However, it was her ability to draw inspiration from more contemporary surroundings that truly set her apart. One of her designs paid homage to the Karen Demirtchian Sport/Concert Complex, infusing a modern edge into the collection.
One notable aspect of Ghazaryan’s collection was the use of sheer sleeves and trousers, which added a touch of ethereal elegance and further contributed to its contemporary vibe. While Ghazaryan’s talent and creativity suggest a potential future in haute couture, the underlying evidence of strong ready-to-wear contemporary design skills was unmistakable. The combination of innovative construction, attention to detail, and a modern aesthetic make Ghazaryan a designer to watch in the world of fashion.
Knarik Karapetyan unveiled one of the more contemporary collections which captivated the audience as her models confidently strode down the runway. It was evident that Karapetyan had a clear vision of her target audience, showcasing immense potential to attract a devoted customer base. Her brand, aptly named Boldness, truly lived up to its name, with a vibrant colour palette and striking silhouettes that commanded attention.
What set Karapetyan’s collection apart was its high level of customizability. The clothing pieces were designed to be adaptable, allowing individuals to personalize their looks. Additionally, the ingenious incorporation of handbags that seamlessly integrated with the garments added a touch of ingenuity and practicality to the collection.
We eagerly anticipate what Karapetyan has in store for the future, as her talent and ability to push boundaries are undeniable.
Lucciana Karabajakian, the founder of the brand Lily and Orchid, has already achieved significant success in the real world, and her expertise is evident in her latest collection. Through the utilisation of various techniques, her collection showcases versatility, sustainability, and above all, relevance. Additionally, her incorporation of felt-work adds a notable artistic touch to the collection, while her distinctive skirt woven belts demonstrate her keen eye for styling and attention to detail.
I would say that her designs show potential in the real world, had I not scrolled down Lily and Orchid’s Instagram to find already sold-out designs! Either way, we are eagerly anticipating her future endeavours as a designer, and look forward to witnessing her continuous growth in the industry.
Alla Dawson has seamlessly incorporated captivating storytelling into her avant-garde collection under her brand, Admery. The brand’s Instagram showcased a previously handmade dress, highlighting her evident design expertise.
Her collection, titled “Dove from Sevan,” draws inspiration from the mystical history of the Hayravank monastery. The collection narrates the tale of Abbot Hovhan, who transformed thousands of Armenians into doves, allowing them to soar towards freedom. By employing a variety of techniques and materials, this avant-garde collection presents a mesmerising spectacle, demonstrating a range of versatile skills applicable to a myriad of applications within the fashion industry.
Anahit Khalatyan’s brand Tihana serves as a valuable example from which larger brands can draw inspiration. By utilizing solely recycled denim, which she sources from her friends, Tihana has successfully crafted a collection that truly aligns with the elusive sustainable objective that so few brands genuinely fulfil. Demonstrating a diverse range of styles and employing various techniques, the collection features an array of garments, including jackets, trousers, and even a headpiece.
Anahit Khalatyan establishes that sustainable fashion need not be monotonous; most importantly, she showcases that with skill, sustainability can harmoniously exist in the world of high fashion an exciting prospect for a world desperately in need of bold thinkers.
Nana Metajanyan, the visionary behind the esteemed brand Alenkie, showcased her exceptional talent in her upcycled collection. Employing a diverse range of techniques, Metajanyan breathed new life into old creations. One particular standout piece that captured everyone’s attention was the striking two-tone trench coat. Through the clever use of illustration and patchwork, the collection exuded a playful yet rebellious edge, making it a perfect fit for fashion-forward individuals who exude confidence.
Sustainability was at the core of Metajanyan’s collection. To add a touch of ingenuity, models adorned headdresses constructed from pull tabs sourced from tinned drinks, further emphasizing the brand’s commitment to eco-consciousness. This creative move added a unique and unexpected element to the runway presentation.
Alenkie has already established a strong vision and a distinct aesthetic. With each collection, the brand can continue to evolve and captivate and it will be an exciting journey to witness as Alenkie grows and cements its place in the fashion industry.
Mari Airapetyan, the talented designer behind Mariko Design, emerged as the grand prize winner with her exceptional collection that seamlessly melded elements from the past and tradition with a contemporary twist. The boldness of her collection was evident in the expertly crafted shorts, jackets, dresses, accessories, and printed shirts that graced the runway. It was evident that Mari had invested considerable effort and research in conceptualising this remarkable range.
From the thoughtfully chosen colour palette to the carefully selected materials, every aspect of the collection paid homage to the rich fashion history of Armenia while incorporating elements of contemporary design language, striking a harmonious balance between the two. It is often said that the true essence lies in the details, and Mari’s collection exhibited an impressive range of techniques and meticulous craftsmanship.
The inaugural Fashion Scout – Yerevan Fashion Week showcased an exciting array of budding designers all of who displayed a level of talent far beyond their years. We eagerly await what lies ahead for all designers and feel assured that in their hands, Armenia’s future within the fashion world could very well be FAULTless.