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“Support to SME Development in Armenia” (SMEDA) project is co-funded by the European Union and the German Federal Ministry for Economic Cooperation and Development (BMZ) and implemented by GIZ Private Sector Development in South Caucasus Programme.SMEDA is part of the EU4Business and EU4Innovation initiatives of the European Union. This publication has been produced with the assistance of the European Union. The contents of this publication are the sole responsibility of the SMEDA project and can under no circumstances be regarded as reflecting the position of the European Union.
512 ARMENIAN DESIGNERS / PREFACE
Armenian culture and heritage – rethought creatively in fashion(an initiative supported by SMEDA )
The SMEDA Project (Support to SME Development in Armenia) supports small and medium sized enterprises in Armenia as part of the EU4Business Initiative of the European Union.Our activities, aiming at improving the business and investment climate in Armenia, are coordinated to create tangible value for small and medium-sized business in an effort to improve competitiveness, and entrepreneurial performance.One of our initiatives targets the development of economic clusters in Armenia. Companies and institutions are encouraged to work together to create thriving businesses that are sustainable and resilient in a competitive global market. Indeed, by joining forces, exchanging ideas, sharing resources and building the future in partnership and cooperation goes a long way in laying out the groundwork for sustainable economic success.
The Creative Industries in Armenia have indeed the potential to develop as an economic success story. Armenia is known for its rich cultural and creative heritage. In music, film, poetry, and painting, Armenia has given rise to some world-renown and distinguished artists and maintained its creative potential. The SMEDA project is helping to bring this potential to the spotlight—aiming to develop The Creative Industries in Armenia into a noteworthy and viable economic sector.
Here we are happy to introduce to the broader community twelve passionate Armenian designers showcasing their work at the Mercedes Benz Fashion Days Kiev 2017. This provides an excellent opportunity to exhibit their designs, their interpretation of Armenian culture and creativity, and to network with the wider fashion community and beyond.
We see this international exposure as a great first step to not only create strong networks and to gain experience on the international stage, but also to encourage the formation of a strong cluster of Armenian fashion designers that carries their work internationally.With this selection of highly dedicated and inspiring Armenian designers we share a glimpse at the creative potential of Armenia and look forward together with you into a bright and colourful creative future.
Eva Naeher, Team leaderSupport to SME Development in Armenia (SMEDA)
B IAYNI by VAHAN KHACHATRYAN was founded in 2015 by designer Vahan Khachatryan as a younger and more affordable clothing line as opposed to the main line of the fashion house. Since the opening the
brand has expanded and now has 3 stores in Yerevan, thus becoming the only mass market designer clothing brand in Armenia.
The brand is targeting a broad audience ranging from 14 to 40 years. It has two main collections per year, but includes new arrivals on a monthly basis. We follow the rules of fast fashion providing our clients the newest trends on the international market with affordable prices.
Our product is famous for being very bright, colourful and easily distinguished from other brands on the market. Very often we use popular world icons as inspiration for the collections which makes them instant bestsellers.
We plan to expand to new markets, and at the moment we are doing our research in different regions to find the best possible expansion options.We are happy to be present with this collection at Mercedes Benz Kiev Fashion Days 2017 and hope to get in contact with you.
BIAYNI BY VAHAN KHACHATRYANVAHAN KHACHATRYANTUMANYAN 35 STR.
[email protected](+374) 91 999449
712 ARMENIAN DESIGNERS / BIAYNI
N ikolyan Fashion Studio was founded in 2003, during a harsh time for fashion industry in Armenia. However, overcoming all the difficulties of a fashion startup, Nikolyan fashions studio is now one of the leading
brands among its competitors. The name “Nikolyan” is the name of the founder Aram Nikolyan, who put his effort to develop the Armenian fashion industry. The fashion studio has today 7 employees, who work as a team to develop the business.
The uniqueness of the garments that Aram Nikolyan designs is in its elements of his mother land. Armenia is a country that has a rich culture and interesting traditions. By taking those historical elements Aram Nikolyan creates clothing going along with today’s fashion. Collections like Urfa and Ayntap have been shown to the public and in the near future we are going to have a Parajano Collection with its fashion show. This gives us once again the real picture of the uniqueness and specialty of these garments. As a designer Aram Nikolyan works with many Armenian Stars, but he is not limiting himself to this. His works are recognised by the broad public, who enthusiastically strive to buy the garments that Aram Nikolyan designs especially for them.
The Nikolyan Fasion Studio keeps targeting at developing the fashion industry in Armenia, and most importantly making Armenia and Armenians known internationally through creative design works. So let’s discuss the Armenian Fashion Future.
NIKOLYANARAM NIKOLYANPUSHKIN 51 STR.YEREVAN, RA
[email protected](+374) 94 200073(+374) 10 538098
NIKOLYANOFFICIAL
912 ARMENIAN DESIGNERS / NIKOLYAN
L OOM Weaving (loom - a device used to weave cloth and tapestry) is an Armenian brand of knitwear clothes founded in 2014 by two sisters Inga Manukyan creative director/designer and Elen Manukyan financial/sales
manager. Each item is a unique handmade piece created by mixing Armenian handmade embroidery with modern machinery capacity and as a result receiving cosy and cute, bold and bright, ultra-fashionable and fabulous products. We use national shapes, silhouettes and distinctive colour combinations in our beautifully designed knitwear collection of cardigans, sweaters, dresses, scarves, jackets, skirts and hats, which are practical and stylish.
We are totally committed to stimulate the production of knitted garments in Armenia and provide customers with products that meet international quality standards and modern design as well as contribute to the development of knitwear production in Armenia by offering fashionable products that meet and exceed the expectations of esteemed customers. Our team’s inspiration comes from the beauty and uniqueness of our home country, which has a rich history and spiritual culture. Armenians have been always good in weaving and knitting, and the best example is carpet weaving. Now we want to bring this talent into fashion by offering fashionable and unique knitwear.
Currently the company produces for three main product groups: Women’s clothing - cardigans, jackets, vests, dresses, skirts, sweaters/blouses, scarfs, trousers, turbans/berets, etc.; Men’s clothing - cardigans, jackets; Other products - blankets, scarfs, coverlets, hats/caps, accessories etc. LOOM has developed its own style, that is feminine, national, unique, modern and at the same time traditional. The looks are upscale and the products call for style and individuality. LOOM produces its products on modern weaving equipment that enables to produce quality and fashionable pieces. The equipment is currently one of a kind in Armenia which is a considerable competitive advantage among local producers. LOOM has currently two main outlets with an own showroom in Yerevan and a joint outlet in the 5Concept Store.
Since 2016 LOOM shareholders have gone through 5CONCEPT store creation which considerably enlarged the company base and networking. So, apart from a weaving company, LOOM has stepped towards a retailer, that not only shares its representation and sales expense with colleagues, but also has income from providing space, logistics and customer base.
LOOM WEAVING - “LOOM” LTD.INGA MANUKYAN, ELEN MANUKYANTPAGRICHNER 9 STR. 0010 YEREVAN, RA
[email protected](+374) 91 500862(+374) 91 793377
LOOMWEAVING
LOOM_WEAVING
1112 ARMENIAN DESIGNERS / LOOM
S habeeg, which means “t-shirt” in Armenian, is a fashion brand dedicated to present the Armenian heritage universally through t-shirts and this brand. Shabeeg transports messages aiming at Armenians all over the world to not
only represent, but, help become ambassadors to the fauna, flora and history of our culture and rich history.
The designs on our t-shirts, sweatshirts, dresses, tote bags and espadrilles have been hand drawn and then digitalised by exceptional Armenian masters. In creating our prints and embroideries we were inspired by Armenian nature as a whole: its fauna, flora and enduring history, traditional Armenian garments (taraz), architecture and so much more.
The materials being used for Shabeeg products have been hand-picked and utilised to proudly make products by hand for our clients’ utmost comfort. Our clients are tourists interested in local gifts, true local and Diaspora patriots, who want to be Ambassadors of Armenian heritage and culture.
We want our Shabeegs to become conversation starters and we are happy to know that we are slowly reaching our aim. What we love most is hearing back from our clients, through direct messages or FB and IG posts wearing our shirts and writing about our products. We also love to see returning customers. This boosts our motivation to research new ideas and illustrate them on our t-shirts. One of our Ukrainian customers dressed her kids in the US with ‘Yerevan’ t-shirt and wrote back to us how kids in America asked if ‘Yere’ was a new van they were unaware of. They now know one more capital of a country and where it is located on the map. Happy to know our t-shirts are also educational.
Many of our ‘tourist’ and ‘Diaspora’ clients are asking us to open stores in the Los Angeles, Paris, or Moscow , despite the fact that we have an online store with worldwide delivery. Thus, our future plans are definitely finding ways to be present in stores in those cities. We are planning co-operations with other Armenian designers to make new types of Shabeeg infused clothing for our clients.
SHABEEG - “SHABEEG LTD”MARY SUKIASYANROSSIA MALL ‘SAROYAN’ STORE, TIGRAN METS 16 STR.YEREVAN, RA
[email protected](+374) 43 500700
SHABEEGOFFICIAL
SHABEEG.OFFICIAL
1312 ARMENIAN DESIGNERS / SHABEEG
P etoor (Armenian word for feather) is a new brand, made in Armenian for women. In our pyjama cut dresses and costumes you can walk on the street, meet friends, go for a morning coffee, travel to exotic countries,
party and enjoy your urban life.
Founded in 2016, Petoor is one of the fastest growing companies in the Armenian fashion industry with already 11 employees. Today, it is a ready-made, pret-a-porter clothing manufacturer for mass-market wearing seasonal collections with its separate shoe and silver accessories lines.
We are represented in our mono-brand showroom and in 5 Concept multi-branded store, both in Yerevan.
Our designers and tailors are experimenting with fabrics - soft flowing silk, airy viscose and cotton. Today the company, besides the large number of loyal clients, also collaborates with a number of famous singers, actresses, TV hosts and other public figures, promoting Petoor’s style and moving forward with steady steps.We believe that every campaign should have a face: The exclusive face of Petoor is the famous leading jazz singer Marine Hakobyan (Marbey).
We are the only brand in Armenia specialising in pyjama cut dresses and costumes.We have introduced the celebrative spirit to the Armenian fashion industry by initiative partnerships with other Armenian brands producing cloths. Collaboration with Gabrielle1920, Serpahima, Biayni by Vahan Khachatryan, etc.
Our future plans include strengthening our domestic market through increased marketing drives an expended line while penetrating international markets such as Russia and Europe and selected diaspora markets in the US.
PETOORANI MKRTCHYANKHORENACI 33 STR.YEREVAN, RA
[email protected](+374) 98 228228
PETOORCLOTHING
1512 ARMENIAN DESIGNERS / PETOOR
I have been working in Atex fashion centre for 14 years. Launched in 1991, ATEX stands for Armenian textiles and the company includes a modelling agency and a design centre. Our professional models are in various fashion
shows and many of them work in international settings. I have been working as a choreographer at ATEX for 13 years, I teach models how to catwalk, to be stylish, acting skills, how to work in front of a camera and professional terminology. I also teach fashion illustration. Being a design centre ATEX likewise works with other fashion designers and many Armenian companies.
I created a collection for men, very minimalistic, all in black, very unique. However, unique silver accessories that are made for this collection complete it. The specially designed shoes have their own space in the collection. While creating the collection I was looking through the old history of men suits, because suits used to be sewn by hand. While I was looking through the history I was inspired by Italian masters. While creating this collection I had one goal, to create the hardest thing in fashion industry: men suits. I started my work after I was trained by masters. My inspiration was enormous. The collection is pret-a-porte, but for young people who have interesting personalities, full with creative ideas and not afraid to mix the classic with trendy.
In the near future, I will present my personal collection. After the fashion days in Kiev, I would like to sell my collection in Armenian shops. Being a hardworking person, I will do my best to have two collections annually to keep up with new trends hoping that the looks I create will be more affordable for the society.
ATEX FASHION CENTRESEDA MANUKYANKARINA DNOYANKOMITAS12/1 STR.YEREVAN, RA
[email protected](+374) 10 275959
1712 ARMENIAN DESIGNERS / ATEX FASHION CENTRE
T he brand “Naghash” was founded in 2014. It all started from the design of shirts and blouses which created the brand recognition. The brand name “Naghash” is an Armenian word =which was used in ancient
times for painter or miniaturist. Those miniatures inspired the brand creators. The co-founders of the Brand are Margarita Sirekanyan and Arusyak Poghosyan. Currently the team consists of 5 passionate team members.
The clothing of the brand includes all segments starting from simple and unique shirts up to winter coats. The speciality of “Naghash” is its price category. It is affordable for almost all segments of the society. Another peculiarity of the brand is its customer friendliness: each item can be designed taking into account customer’s preferences.
One of the first ideas was to produce shirts with colourful works of art of the famous Armenian painter Martiros Saryan. The shirts were produced, sold with unexpected speed and quantity - even now there are a number of orders for these shirts. They became very popular and brought additional Saryan colours to the Armenian fashion.
The Brand already has its activities planned for the second half of 2017. There are a couple of ideas for the further fashion lines and also for the fashion presentations. But for the moment let’s keep the curtains closed.
NAGHASHMARGARIT SIREKANYANARUSYAK POGHOSYANTERYAN 65 STR.YEREVAN, RA
[email protected](+374) 12 501501(+374) 99 146414
1912 ARMENIAN DESIGNERS / NAGHASH
N elly Serobyan is an Armenian fashion designer. After graduating from the Armenian Academy of Fine Arts the designer continued her studies in Slava Zaitsev fashion house. In 2014 Nelly launched her eponymous
label. Modern look and excellent fitting is the embodiment of the label. Today the brand has more than 10 employees.
Art is the main source of inspiration for Nelly Serobyan. Fascinated by today’s modern art and design, she units the post-modern with the classical. The designer uses exclusively fine materials and designs both casual and formal looks for women with high imagination.
In 2016 Nelly Serobyan partnered with Armenian designers and founded the 5 Concept store. Today the label is introduced in her online couture boutiques and on Teryan 65 street in Yerevan. The label is going to be introduced in Moscow and Tbilisi soon, and intends to find its unique place in the European fashion industry.
NELLY SEROBYANTERYAN 65 STR.YEREVAN, RA
[email protected](+374) 95 422282
NELLY SEROBYAN FASHION
NELLYSEROBYAN.NS
2112 ARMENIAN DESIGNERS / NELLY SEROBYAN
F ounded in 2013, RUZANĒ has been regularly presenting its lines since 2016 in 5Concept store and in El Fashion Avenue from 2017. The name originates from the founder’s name Ruzanna Vardanyan. The company has
5 permanent employees and 5 freelance employees.
The company produces garments in 2 lines in parallel: the BOHO style and casual.
Cooperation with the Loom Weaving was unique for the industry. The Boho style became actual and loved by the people.
The future plans are opening a showroom, where RUZANĒ’s products will be presented and customers may be able to see the producing process itself. Exporting of the garments are also in the future plans of expansion of the company. At present, besides the above-mentioned stores, customers can find RUZANĒ’s products in other stores as well, however not in big quantities. Thus, RUZANĒ plans to expand the lines and display its products in more stores in larger quantities.
RUZANĒRUZANNA VARDANYAN5CONCEPT, TERYAN 65, YEREVAN, RAEL FASHION AVENUE, TUMANYAN 33, YEREVAN, RA
[email protected](+374) 94 213137
RUZANECLOTHING
RUZANE
2312 ARMENIAN DESIGNERS / RUZANĒ
S ona started her designing career back in 2008 running her own atelier boutique in the city centre of Yerevan. Driven by a free-spirited nature and the desire to stand out, SONČESS (Sona’s friends used to call her Sonce
which means Sun in Armenian) was founded in 2015 by Sona Hakobyan who aimed to create a distinctive ready-to-wear collection that can be regarded as luxury casual.
A small team of 10 to 12 professionals are working on the creation of SONČESS collections turning ideas into great results.
The concept of “freedom” guides the designer during the whole creative process allowing her to combine materials that can seem clashing and mismatched at first glance. Sona blends high quality plain materials with impressive and colourful details, which become the basis of the original identity of the brand. SONČESS collections may be described as cool and laid-back fashionable outfits, which can be easily transformed into a unique evening-wear by pairing up different pieces from the collection. SONČESS woman is one who is confident and is not afraid to be noticed.
The founder of SONČESS, Sona Hakobyan is a professional competitive swimmer. She has become a champion on multiple national and international competitions.
By the end of the year 2017, SONČESS will be shown in its new concept store together with other creative designers. New collections of bags and shoes will be presented there. SONČESS aims to expand the market by presenting the brand on different fashion events all over the world. Therefore, we are looking forward to meeting you in the fashion world!
SONČESSSONA HAKOBYAN8 SARYAN STR., 2ND FLOORYEREVAN, RA
[email protected](+374) 93 100303
SONCESS
SONCESS.OFFICIAL
2512 ARMENIAN DESIGNERS / SONČESS
Z .G.EST is a young fashion brand of Armenian origin recently launched but well recognised among fashion lovers and very successful in the local market. We put high emphasis on quality, capturing the newest trends in the fashion world
and brining unique touches to our collections. Z.G.EST is encrypted as Zero Gravity Established to state that our clothes are so comfortable and so cozy that you the experience the feeling of zero gravity. In the same time, Zgest in Armenian means Dress.
The brand is targeting mass affluent customers, who value design and quality but still cannot afford high-end designer clothing and haute couture. The age category ranges from 25 to 45. For the upcoming few years the brand will focus mainly on women clothing and accessories. Each collection of Z.G.EST can be recognised by three main features:1. Shirt as the core and prevailing item2. Transparent elements 3. Smart style with non-standard design solutions
In SS 2018 collection we used some authentic Armenian art elements that refer to our history and heritage. Although this authentic touch is never prevailing over the collection, this gives a very unique and genuine appearance which is reflected both in shapes and prints.The Z.G.EST woman is self-confident, smart, and unique, always in the centre of attention, a role-model and style icon for the others. She is not afraid to experiment and our clothing and accessories make her even more creative and serve to her best fashion aspirations.
Z.G.EST’s styles are of limited edition - we minimise the risk of meeting someone else wearing the same look. The other interesting feature is that with each Z.G.EST collection customers can create a complete look including complete clothing set, footwear and accessories such as scarves, earrings, bracelets, belts etc… to compliment.The brand has been launched in Yerevan, Armenia with a goal to penetrate into international markets shortly: firstly targeting the CIS countries and later expanding to Europe and the US. Online sales with worldwide shipping will also be launched shortly.Z.G.EST is supposed to be sold in standalone branded stores, multi-brand designer stores, big department stores and online. The debut collection has been displayed in “5Concept” multi-brand concept store of Armenian designers, in Yerevan, which is co-owned by Z.G.EST.
Z.G.EST ALLA PAVLOVA36 ARMENAKYAN STR.65 TERYAN STR. 5CONCEPT STORE YEREVAN, RA
[email protected](+374) 55 422142
ZGEST
Z.G.EST
2712 ARMENIAN DESIGNERS / Z.G.EST
M y brand is called after my name. So, it is easier to associate with me. I prefer that every vase/lamp or sculpture is made by me, with my own hands. It is like a ritual for me. But in the future, I plan to train
assistants, because the demand towards my products is growing.
I create sculptures, lamps and decor elements. All items are hand made by original technology and design. I have been searching for suitable material for a long time and found it. This is a high-strength polymer.
I have many interesting stories, so I would like to invite you to my show-room and I will share them with you.
My clients appreciate hand made products, the uniqueness and originality they possess. As to my future plans, I would like to enter European and American markets with my products.
The most important aspect for me is the quality of my service. I would like to improve and make it ideal and then expand my activities further.
VAHAN AVAKIANKAZIMIRA MALEVICHA STR.31, KYIV, UKRAINE
(+380) 63 3379 677
2912 ARMENIAN DESIGNERS / VAHAN AVAKIAN
3112 ARMENIAN DESIGNERS / BACKSTAGE PHOTOS
3312 ARMENIAN DESIGNERS / BACKSTAGE PHOTOS
