FASHION ARMENIAN FASHION HIGHLIGHTS - 30+ amazing fashion events from FDC - smeda
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FASHION
2018
BY FASHION & DESIGN CHAMBER OF ARMENIA
ARMENIAN
FASHION
HIGHLIGHTS
30+ amazing
fashion events
from FDC
CONTENTS
FAS H I O N & D E S I G N C H A M B E R Y EA R I N R E V I E W - I S S U E 01 / 1 8
4 WELCOME LETTERS
8 FASHION AND DESIGN CHAMBER LAUNCHING EVENT
10 ARMENIAN FASHION REBORN
12 ARMENIAN DESIGNERS’ PRESENTATION AT MBFD KIEV
16 OFFSPRINGS OF NOAH
20 YEREVAN FASHION FORUM 2018 HIGHLIGHTS
26 TREND FORECASTING with Gwyneth Holland
27 FASHION PHOTOGRAPHY with Maksim & Anastasia Hetman
28 NOT A F*CKING STREET STYLE PHOTOGRAPHER IN EVN
2 FAS H I O N & DES I GN CHAMBE R | YEAR IN REVIEW ’ 18
PREMIER VISION PARIS TRADE SHOW 30
masterclass & interview with Aline Kaljian THE ART OF PLEATING 33
MOSCOW CALLING 38
POPUP STORE IN MOSCOW 39
PITTI SUPER 12 & 13 40
FASHION COLLECTION FROM A TO Z 44
FASHION SKILLSET UPGRADED 48
UPCYCLED WITH LOVE 54
INSPIRED BY EU FLAG 55
Y EAR IN R EVIEW ’ 18 | FASH ION & DESIGN CHA M BER 3
President’s Letter
I
t was an icebreaking year for Armenian fashion
industry. We managed to put the country on a
world fashion map by organising international
fashion event and having world top experts here
in Armenia. Previously designers needed to put
enormous effort, money and resources to be seen
and heard abroad, while with the help of FDC
we broke those barriers and showcased several
Armenian designers abroad.
We shifted local designers from competition to
cooperation and united they started competing
at a higher level of professionalism. That became
possible thanks to uniting our expertise in
fashion, networks, international cooperation and,
certainly, funding from donors. We still have a
long way to go, but I believe that together we
can achieve more. This year all fashion community
finally saw and believed in the true power and
potential it has.
Vahan Khachatryan
President, Fashion & Design Chamber of Armenia
4 FAS H I O N & DES I GN CHAMBE R | YEAR IN REVIEW ’ 18
Co-Founder’s Letter
F
or me establishment of Fashion and Design
Chamber as a sector support body was to
assess the existing skills, to find appropriate
ways of capturing and reflecting on different new,
innovative, evidence-based learning techniques
and based on that help designers understand
how they are progressing.
“I believed it was possible, I saw opportunities, I
took risks, I felt overwhelming love, I embraced my
wonders and curiosity, I contributed to something
bigger, I created, I did” – this was my road-map
towards creation of FDC.
This one year project was an amazing experience
for the first time to unite and work with so many
Armenia designers. I’m very happy to know that
it caused big interest and impact for the future
development of Armenian fashion industry.
Elen Manukyan
Co-Founder, Fashion & Design Chamber of Armenia
Y EAR IN R EV IEW ’ 18 | FASH ION & DESIGN C HA M BER 5
Partner’s Letter
T
he Fashion & Design Chamber of Armenia
(FDC) was founded in February 2018 with initial
support from EU-SMEDA - an EU co-funded
project on strengthening small and medium sized
enterprises in Armenia. And FDC truly left its mark,
becoming one of EU-SMEDA’s most dynamic, most
inspiring and most dedicated partners in the realm of
the Cultural & Creative Industries (CCI) in Armenia.
Indeed, ranging from advertising, music, gaming,
movies/TV, to the performing arts and fashion, CCI
daily touches on everyone’s lives while being one of
the most dynamically growing industries, creating
income and employment for millions of people
worldwide. And with its many creative, innovative,
and bright minds, EU-SMEDA sees a significant
potential for Armenia, too. Indeed, EU-SMEDA aims
to enable the sector to become a notable source of
income and employment for many, while adding
some spark to Armenia’s economy along the way. As
a young business association, the FDC truly lives up
to its mission, offering just the perfect mix of support
for the sector, with exclusive high-level trainings,
networking on a national and international scale, and
much needed lobbying power for the sector.
At EU-SEMDA, we are very happy that we were
able to support FDC in its infant stages through our
EU4Business initiative. Personally, I much compliment
all of FDC’s dedicated members and its determined
management on your achievements for making
the FDC such a striving and impactful organisation
in such a short period of time. And I forward my
sincere gratitude and my best wishes for a bright
and successful future: let’s make the association even
stronger! May the sector of fashion design in Armenia
prosper! Let’s make the creative potential in Armenia
shine!’
Eva Naeher,
Team leader Support to SME Development in Armenia (SMEDA)
6 FAS H I O N & DES I GN CHAMBE R | YEAR IN REVIEW ’ 18
Partner’s Letter
W
e have always believed that the Creative
Industries sector has a huge potential in
Armenia, that is why together with the
Armenian Chamber of Fashion and Design we
initiated this project.
The sector needs a driving force that will
industrialize it and will integrate it to the existing
business ecosystem. That is our vision and the
first step was to help the Fashion Designers to
institutionalize their initiatives and establish a
fashion business which was our main task and I
think we succeeded through our trainings, formal
and informal meetings with the designers.
We hope to share this vision through other
Creative Industries sectors and make it one
of the most successful areas for business and
investments in Armenia.
So, this is just the beginning and only a small part
of a bigger puzzle. The youth in Armenia is very
creative, let’s industrialize it!
Gevorg Poghosyan,
Co-founder of Business Club for Impact NGO
Y EAR IN R EVIEW ’ 18 | FASH ION & DESIGN CHA M BER 7
FASHION & DESIGN CHAMBER
LAUNCH February 24, 2018
Yerevan, Armenia
N
either cold weather, nor
winter prevented over
100 representatives of
Armenian fashion and design
industry to attend a one-of-a-
kind event, held in the heart of
modern Armenian education,
AUA.
It was Armenian Fashion &
Design Chamber, that gathered
all media and fashion experts
on this very day. The launch-
ing event was an important
milestone in communicating
Chamber’s vision, goals and key
messages to all creative com-
munity of Yerevan.
“Any industry needs to be sys- wall of ignorance, and find our gather support and encourage-
temised. You can have lots of niche in the world fashion. In ment from the community, thus
talented and gifted profession- the frames of the newly formed reassuring the importance of
als, but without an organised chamber we already have lots coordinated forces in the fash-
system and a vision it won’t of interesting ideas and projects ion industry of Armenia.
have significant results. It’s not that need to be realised in the
an Armenian invention, such near future”, said designer Sona
organizations are common in Hakobyan.
the world and all we do is follow
YOU CAN HAVE LOTS OF TALENTED
global experience.”, said fashion Overall 118 peo-
designer Aram Nikolyan. ple participated AND GIFTED PROFESSIONALS, BUT
at the event,
We talked about challenges WITHOUT AN ORGANISED SYSTEM
including sector
and opportunities of fashion
representatives, AND A VISION IT WON’T HAVE
and design sector, opening
journalists, ex-
room for discussion on devel- SIGNIFICANT RESULTS
perts, guests.
opment of Armenian fashion.
We were able to - Aram Nikolyan, Fashion designer
“United we must break that
8 FAS H I O N & DES I GN CHAMBE R | YEAR IN REVIEW ’ 18
Y EAR IN R EV IEW ’ 18 | FASH ION & DESIGN C HA M BER 9
ARMENIAN
FASHION
REBORN
U
ntil recently not a single organization
in Armenia would take care of and I CAN SURELY STATE THAT IN
enforce development of Armenian
PREVIOUS 10 YEARS WE HAD NOT
fashion industry.
However, there are lots of talented designers
THAT MUCH DEVELOPMENTS IN
and fashion brands, which work on their own, ARMENIAN FASHION INDUSTRY AS
facing challenges and growing to achieve high
WE ACHIEVED LAST YEAR
standards of international fashion industry.
All those designers needed to join efforts and
Vahan Khachatryan, FDC President
have a unifying organization to support their
needs and challenges, as well as represent
them in relations with suppliers, government
and other partners within Armenia and abroad. FDC organised over 20 events and more than 15
courses for designers in Armenia and beyond.
In order to address all these issues and drive
Armenian fashion industry forward, Fashion Another achievement by FDC was establishing
and Design Chamber of Armenia (FDC) was a bridge between designers and textile produc-
established in 2017 with the mission to support ers. Previously textile factories refused to service
Armenian fashion industry. orders of small quantities, but now, thanks
to increased demand and unified orders of
Main objective of FDC was to create a joint
designers, textile factories willingly and actively
platform for creative industry, specifically
collaborate with fashion designers.
fashion and design cluster that will
contribute to the development and enhance
competitiveness of the sector. FDC unites
individual designers and brands, startups and
operation entrepreneurs from fashion and
related sectors in Armenia.
FDC united more than 50 both renowned and
young Armenian designers. During the first year
10 FAS H I O N & DE S I GN CHAMBE R | YEAR IN REVIEW ’ 18IN 2018 FDC UNITED MORE THAN 50 BOTH
RENOWNED AND YOUNG ARMENIAN
DESIGNERS, ORGANISED MORE THAN 20
EVENTS AND 15 COURSES FOR DESIGNERS
IN ARMENIA AND BEYOND
Y EAR IN R EV IEW ’ 18 | FASH ION & DESIGN C HA M BER 11ARMENIAN DESIGNERS
PRESENTATION AT MBKFD
E
ach autumn Kyiv was • Ky i v Fa s h i o n I n d u st r y in order to have the majority
hosting “Mercedes- Forum — a business con- of international press, so they
Benz Fashion Days Kiev” ference dedicated to the would have possibility to find
(MBKFD) — the international development of fashion out new stars from Eastern
fashion week aiming at the industry. Europe.
global promotion of a new
Mercedes-Benz Kiev Fashion For the first time 11 Armenian
generation of East European
Days welcomed renowned designers and fashion brands
brands.
participated in MBKFD
Taking advantage of with their latest
growing recognition collections.
WE PRESENTED A WHOLE
a b ro a d d u r i n g t h e
Invited guests included
years of its existence, SPECTRUM OF ARMENIAN FASHION
fashion experts,
MBKFD significantly
AND GAINED ATTENTION WITHIN international press,
expanded its program,
fashion celebrities,
which included: BUYERS, JOURNALISTS AND
bloggers, influencers
• Fa s h i o n S c o u t PROFESSIONALS and media. Among
Kiev — a launching others: Ambassador
pad for beginning of the Republic of
brands, experts to share their rich Armenia to Ukraine, H.E. Mr.
experience with the growing A n dra n i k Ma n ou k i a n a n d
• Fashion Days Market —
number of professionals in the representatives of Armenian
a platform for brands of
local industry. This time MBKFD diaspora welcomed this
clothes, shoes, accessories
intentionally moved their show initiative and encouraged the
and decorations, design and
for the beginning of the season promotion of Armenian fashion
decoration items, and
12 FAS H I O N & DE S I GN CHAMBE R | YEAR IN REVIEW ’ 18abroad.
industry and it really gained fashion and its rising stars. The
‘Mercedes-Benz Fashion Days attention of buyers, journalists initiative was aimed at raising
Kiev was the first time we and professionals”, shared her the country’s reputation and
were there altogether. It was impressions Armenian Fashion competitiveness in design and
an interesting format, where Designer Sona Hakobyan fashion industry, create new
we presented a whole spec- opportunities for business con-
During cocktail-presentation in
trum of Armenian fashion tacts, provide networking links
JUST IN SPACE, popular Fashion
to other similar international
& PR space in Kyiv, Armenian
projects in future, as well as
designers presented their col-
promote Armenian fashion and
lections, talked about Armenian
business environment.
Y EAR IN R EVIEW ’ 18 | FASH ION & DESIGN CHA M BER 13ARMENIAN DESIGNERS AT MBFDK’18
Vahan Khachatryan/Biayni Margarita Sirekanyan/Naghash
Aram Nikolyan/Nikolyan atelier Alla Pavlova/Z.G.EST
Inga Manukyan/LOOM Weaving Ruzanna Vardanyan/RUZANĒ
Sona Hakobyan/SONČESS Mary Sukiasyan/Shabeeg
Nelly Serobyan/ Nelly Serobyan Seda Manukyan/Atex Fashion Center
Ani Mkrtchyan/Petoor
14 FAS H I O N & DE S I GN CHAMBE R | YEAR IN REVIEW ’ 18Photographer: Maxim Getman
Models: Anastasiia Panchenko (K Models),
Katrin Stratford (MZM Models)
MUA: Olya Mirnaya
Y EAR IN R EVIEW ’ 18 | FASH ION & DESIGN CHA M BER 15O
O
n the third day of On July 2, 2018 all lights of I RECEIVED LOTS OF
preparations, Lucine the Aram Khachatur yan’s
ANGRY LETTERS FROM
Ayanyan, stylist and h o u s e - m u s e u m w e re o n .
fahion expert form Switzerland O F F S P R I N G S O F N OA H REJECTED DESIGNERS,
and fashion designer Vahan showcased best pieces from
INQUIRING ABOUT
Khachatryan were tired to Armenian designers. 90 outfits
death, setting, styling and of 50 designers from Armenia SELECTION CRITERIA.
reorganizing fashion outfits. and diasporas in Germany,
HOWEVER WHEN THEY
Shooting of 90 mannequins France, Syria, Ukraine, Russia,
and outfits undergo. the US, Lebanon and Iran. CAME TO EXHIBITION,
Preparing the first ever Fashion All the collections were the EVERYTHING BECAME
exhibition in Armenia was vivid reflection of their works
CLEAR
tough, but worth every minute expressing fashion through the
of it. They say, the darkest diversity of styles – from ethnic
- Lucine Ayanian,
hour is that before the dawn. to casual and from evening to
“Offsprings of Noah” became a architectural. Stylist & Fashion Expert
real dawn for Yerevan Fashion
Style groups were assigned
Forum 2018 and spotting
to the venue halls – white
Armenian designers on world
haute-couture theme, casual,
fashion map.
architectural, ethnic ets.
16 FAS H I O N & DES I GN CHAMBE R | YEAR IN REVIEW ’ 18OFFSPRINGS OF
NOAH
Gems of Armenian Fashion
H.E. Mr. Piotr Antoni Świtalski, invited guests and designers, of Noah’s Ark on the snow-
Ambassador of the European putting fashion designers with c a p p e d M o u n t A ra ra t , a
U n i o n D e l e g a t i o n to t h e 20 years of experience and national symbol of Armenia.
Republic of Armenia, H.E. Mr. newbies, who lack their own Yet another great metaphor to
Matthias Kiesler, Ambassador concept and even quality cuts, unite Armenian designers from
of Germany to the Republic would be very unethical. We all over the world.
of Armenia, and Lilit Makunts immediately “wiped off” most
Minister of Culture of RA of them. I received lots of angry
attended the opening ceremony letters from those designers,
with opening remarks. inquiring about selec tion
criteria. However when they
In preceding months Lucine was
came to exhibition, everything
busy selecting best artworks
became clear”.
from hundreds of applications.
In addition, the exhibition
“Vahan was working with top
showed several works from
designers, like Jabotian, etc.,
TUMO students, thus making
while I focused on amateurs”,
room for the young ones to
says Lucine Ayanyan, “Actually
share their talent and aptitude.
the level of submissions was
quite low. Taking into account “Offsprings of Noah” refers
scale of the exhibition and to the mythical resting place
Y EAR IN R EV IEW ’ 18 | FASH ION & DESIGN C HA M BER 1718 FAS H I O N & DE S I GN CHAMBE R | YEAR IN REVIEW ’ 18
Y EAR IN R EVIEW ’ 18 | FASH ION & DESIGN CHA M BER 19
FASHION FORUM
YEREVAN 2018
In June, Yerevan finally was individuals may attend the
at Westminster University,
spotted on the world fash- workshops organised in the
UK), Andrea Bruno (strategic
ion map by FASHION FORUM frame of the forum to gain
director of textile and fashion
YEREVAN, the first inter- knowledge, experience and
department at Istituto d’Arte
national fashion event ever network from fashion experts
Applicata e Design Torino,
organised in Armenia. during power-talks. The
Italy), Camille Boyer & Marlene
guest-speakers also ran small
Agrieter (Austrian Fashion
Th e F D C b ro u g h t
Association, Austria),
together Armenian
Katya Gousset
designers’ community
THE FASHION INDUSTRY SHOULD BE (Instagram influencer,
and foreign profes-
ON THE PALM OF YOUR HAND WITH fashion blogger, styl-
sionals to give talks
ALL ITS NEW APPOINTMENTS AND ist), Anton Yeremenko
around a variety of
BUSINESS DEALS ( fa s h i on edi tor at
topics.
− Anton Yeremenko, Harper ’s Bazaar,
For three days TUMO Harper’s Bazaar Ukraine U kra i n e ), M a x i m
Center for Creative Getman (fashion pho-
Technologies gath- tographer, Ukraine),
workshops giving attendees
ered over 250 guests, including Lucine Ayanian (founder of
more practical advices.
designers, students, journalists HAY-HAY.CO, marketing expert,
and all interested individuals The list of speakers featured stylist, Switzerland), Xenya
to learn about fashion from Adam Katz Sinding (famous Cherny (Eco-Age Ambassador,
world-renowned experts. street fashion photographer, founder of Green Stilettos).,
USA), Gwyneth Holland (trend Anastasia Hetman (model,
The Forum was open for
consultant, writer, lecturer KModel Agency Ukraine). Read
public so that interested
20 FAS H I O N & DE S I GN CHAMBE R | YEAR IN REVIEW ’ 18further for more details on Anton elaborated on success and editorials for Vogue, Elle,
some of the speeches. factors in fashion journalism, Harpers Bazaar, etc.
indicating that at all times
Meanwhile Adam’s favourite
BRANDS & MEDIA hard-work and persistence are
photography direction is street
important, as well as having
IN FASHION deeper understanding of the
style, as according to him, it’s
more real than fashion week
fashion industry. “You have to
Anton Yeremenko, Fashion looks.
know everything: who is who?
Editor at Harper ’s Bazaar
You need to know and under- Adam sees fashion as a way
U k ra i n e , wa s a m o n g t h e
stand the topic you are going to communicate and express
invited international speakers
to cover. That being said, the one’s individuality, so the way
and he shared his communi-
fashion industry should be on bloggers and celebrities change
cation guidelines for brands in
the palm of your hand with all their outfits during the fash-
the fashion industry, presented
its new appointments and busi- ion weeks sometimes seems
cases from his practice and dif-
ness deals”, commented Anton. inconsistent for Adam, as it
ferences of online and offline
doesn’t clearly communicate
media. There’s a high level of
complexity that fashion jour-
STREET STYLE the person’s individuality. The
line between advertisement
nalism and editing, in specific, PHOTOGRPAHY of famous fashion houses and
required from an individual
Adam Katz Sinding, renowned one’s own style is quite thin.
who has decided to get into the
street style photographer
fashion magazine industry. New technologies drive new
shared his path in photography
demand for visual content and
“When you start working in and recent photoshoots from
street style photography is not
this industry, rose-colored dozens of countries. Adam has
an exclusion. Now people rarely
glasses break because you been into photography for over
care about the quality of photo,
understand that magazine’s 17 years and now travels 300+
but want immediate content
finances to some extent limit days a year to do commercial
instead.
your decision-making process,” and editorial shootings for such
said Anton. brands as, Chloe, Gucci, Chanel “Social media cheapens our
Y EAR IN R EV IEW ’ 18 | FASH ION & DESIGN C HA M BER 21
Gwyneth Hollandwork”, was Adam’s answer who became a finalist in the
IT’S IMPORTANT TO
to a question on social media 201 7 C N M I G re e n Ca r p e t
OFFER YOUR OWN
inf luence on street style Talent award with his upcycled
ORIGINAL VIEWPOINT,
photography. ensemble.
AS WELL AS KEEPING
Known as the “environmental- IN TOUCH WITH
TRENDING ist in stilettos”, Xenya Cherny THE TRENDS YOUR
Gwyneth Holland, inter- was an invited international CONSUMER IS
national trainer and trend speaker of Yerevan Fashion SEEING, TO REMAIN
consultant spoke on trends, Forum. She has worked for COMMERCIAL AND
trend forecasting and their major international organiza- EXCITING
importance in the fashion tions across three continents on − Gwyneth Holland,
industry. communicating greener ways Trend Consultant
of living.
What is trend? A pattern
or direction of change that Xenya was talking on sustain-
featuring interviews with the
becomes visible, something ability in fashion, its impact
world’s leading influencers
that is popular or fashionable on the environment, about
including Stella McCartney,
at a given time. Understanding the clothes we wear, the peo-
Livia Firth, Vandana Shiva and
tends drives sales, better ple who make them, and the
Richard Wolff. The True Cost is
understanding of consumer impact the industry is hav-
an unprecedented project and
and helps to reduce waste and ing on our world. The price of
an eye opening journey, that
losses in fashion. clothing has been decreasing
Xenya presented to all partici-
for decades, while the human
“The volatile economy and pants of the Forum.
and environmental costs have
an increasingly global fashion
grown dramatically. Guests were really impressed
market have made accurate
and touched by the film and
forecasts more impor tant During the Forum we exclusiv-
the importance of the subject,
than ever. Inspirational images elly screened “The True Cost”, a
arosen by Xenya. Two Armenian
and cultural research are now ground breaking documentary
brands are already active in this
blended with key sales figures film that pulls back the curtain
space: LOOM Weaving with
and lifestyle statistics”, said on the untold story and asks us
its handmade cardigans and
Gwyneth. to consider, who really pays the
dresses, and By Lili shoes made
price for our clothing.
Trend forecasters are real from vegetable-tanned leather.
researchers and Gwyneth The True Cost was filmed in There were also ideas for
detailed a list of sources for countries all over the world, developing a sustainable pro-
foreseeing trends, in particular, from runways to slums, and duction of innovative textiles
films, celebrities, comic culture
and many more.
In conclusion Gwyneth noted
the importance of being origi-
nal, while taking into account
trends: “Its important to offer
your own original viewpoint, as
well as keeping in touch with
the trends your consumer is
seeing, to remain commercial
and exciting”
THE TRUE COST
Sustainability was high on the
agenda of Yerevan Fashion
Forum, a personal crusade for
co-founder Vahan Khachatryan
22 FAS H I O N & DE S I GN CHAMBE R | YEAR IN REVIEW ’ 18using waste from the country’s Katya stressed that influencers collaboration between influenc-
plentiful vineyards, so there’s should stay true and consistent ers and brands will definitely
hope for more sustainability in in social media communica- become more and more popular
Armenian fashion as well. tions, have clear understanding over the years.
of their audience and its inter-
FASHION ests. “Be innovative. Be useful FASHION
and helpful. Be true. Be unex-
INFLUENCERS pected. Be interactive”, said
EDUCATION
Katya Gousset, Fashion Stylist Katya. A n d rea B r u n o , Strategic
& Blogger with 123k+ follow- Director at Textile & Fashion
Today fashion brands need
ers on Instagram and Facebook Department of Instituto D’Arte
micro-influencers to gain audi-
talked about the importance Applicata e Design Torino,
ence, build trust, create a story,
of micro-influencers for fash- spoke about fashion education,
rather than bluntly sell the
ion industry. She elaborated on features of practical education
product. Besides, micro-influ-
how to start, grow and main- in Italy and modern educational
encers are more likely to fit tight
tain the successful social media opportunities, open for emerg-
budgets of growing brands, so
profile. ing designers.
PORTFOLIO shared her extensive experi-
REVIEW ence in the field of promoting
fashion brands online.
For the past 15 years Camille
Boyer lived in Vienna and her Lucine notes that it’s important
presence ensured that the local for fashion brands to know
scene is a tick more interna- who they are to their custom-
tional. Together with Marlene ers. Recent branding trends
Agreiter she’s founded the go towards personification of
AFA, the Austrian Fashion brands, so it’s vital to create
Association, which serves as an personality of brand and keep
important interface between it consistent across all commu-
creative and classical economy. nication channels.
We were delighted to have fashion designers. Lucine analysed famous brands
Camille Boyer and Marlene through Brand Identity Prism
Agreiter as speakers at Yerevan ONLINE methodology. She elaborated
Fashion Forum. They talked on on the importance of customer
running successful International
PROMOTION profiles and offering design-
sales, appealing to customers Online promotion of a fash- ers to create pen portraits of
abroad and also made personal ion brand was in the heart of their target audience, “Find
portfolio review for Armenian power talk by Lucine Ayanyan. out what they’re into, know
Lucine successfully runs HAY- where they’re hanging out,
HAY.co - online concept store Understand their perceptions,
of Armenian fashion in Tallin, put yourself in their shoes and
Zurich and Europe. Lucine identify your touchpoints with
your customer”.
EDUCATION IS THE
98% of digital consumers are
KEY TO SUCCESS,
social media users, so no doubt
SO PUSH YOURSELF
that social media marketing is
AND ALWAYS FIND A
a must-have for any modern
CHANCE TO LEARN
business.
SOMETHING NEW.
− Lucine Ayanyan
Fashion expert
Y EAR IN R EV IEW ’ 18 | FASH ION & DESIGN C HA M BER 2324 FAS H I O N & DES I GN CHAMBE R | YEAR IN REVIEW ’ 18
Y EAR IN R EVIEW ’ 18 | FASH ION & DESIGN C H A M BER 25
TREND with Gwyneth Holland
FORECASTING
Withing the framework of the project Armenian designers had unique opportu-
nity to partipate in two workshops by Gwyneth Holland, international trainer and
trend consultant.
During these courses Gwyneth spoke about trends, trend forecasting and their
importance in the fashion industry and designers had a chance to practice trend
forecasting with a top industry expert.
Together with Gwyneth Armenian designers dived into cultural, pop art and fashion
trends, created cumulative mood boards for upcoming seasons and left with distinc-
tive skills to be used in development of their future fashion collections.
26 FAS H I O N & DES I GN CHAMBE R | YEAR IN REVIEW ’ 18FASHION
PHOTOGRAPHY
with Maxim & Anastasia Hetman
Maxim Hetman is a fashion photographer, who has worked
for magazines such as Cosmopolitan, VOGUE, L’Officiel, ELLE
etc.
Within Fashion Forum Yerevan Maxim delivered exclusive
workshop on fashion photography for TUMO students.
In his lab TUMOians did photoshoots in the studio, on the
streets of Yerevan and even in Metsamor.
Y EAR IN R EV IEW ’ 18 | FASH ION & DESIGN C HA M BER 27NOT A F*CKING STREET
STYLE PHOTOGRAPHER
A dam Katz Sinding is an American photogra-
pher, based in Copenhagen and shooting for
top brands and magazines all over the world.
showed the beauty of Armenia through his lens
to over 94k+ followers on Facebook and 472k+
on Instagram.
In the framework of Fashion Forum Yerevan 2018 I HAD A WONDERFUL TIME IN YEREVAN,
Adam Katz did street shooting for Fashion and WHICH WAS MY FIRST EVER TIME IN
Design Chamber of Armenia representing gar- ARMENIA. I WAS IMPRESSED BY THE
ments from 10 Armenian designers and brands. PRODUCTION AND THE ATTENDANCE OF
GUESTS AS WELL.
Adam is a famous street style photographer and
- Adam Katz Sinding
media influencer. During his stay in Armenia he
Photographer: Adam Katz Sinding
Model: Sara Tilkian
Style: Dave Waldorf
Creative support: Irina Vanyan
Garments accessories: 5concept
28 FAS H I O N & DE S I GN CHAMBE R | YEAR IN REVIEW ’ 18Y EAR IN R EVIEW ’ 18 | FASH ION & DESIGN C H A M BER 29
PREMIERE VISION
PARIS TRADE SHOW February 13-15, 2018 | Paris, France
T wice a year, Paris welcomes
fashion designers from
all over the world for 3 days
explore what’s new this sea-
son, new ideas and inspiration
on trends. Première Vision Paris
advance. This hub of meetings
and inspiration is both a unique
place to do business and a trend
of inspiration, creativity and offers new solutions to develop laboratory.
experience exchange. Première collections, explore the poten-
It was the first time 10 Armenian
Vision Paris is one of the most tial of fashion tech in square
designers/brands took part in
influential global events in the meters of tech area, step into
Premier Vision Paris 2018.
fashion world. It’s a platform the world of creativity, innova-
that reveals fashion trends for tion and original installations. Première Vision also pro-
the upcoming season. vided unique oppor tunity
Première Vision Fabrics, organ-
for Armenian designers to
6 major industries of supply- ised within the framework of
have business meetings and
ing materials and services to Première Vision Paris Trade
exchanges with buyers and
the global fashion industry: Show, is the world’s premiere
fashion makers.
Yarns, Fabrics, Leather, Designs, fabrics show, which offers up
Accessories, Manufacturing the trending season’s fashion As a result, Armenian designers
– come together in Paris to directions some 18 months in gained better understanding of
30 FAS H I O N & DES I GN CHAMBE R | YEAR IN REVIEW ’ 18upcoming season trends and established busi-
ness contacts.
IT WAS A GREAT EXPERIENCE FOR
They also reached international suppliers of fab-
ARMENIAN DESIGNERS TO BE
ric, leather, accessories and much more as well
PART OF SUCH AN IMPORTANT
as get acquainted with the newest technology
INTERNATIONAL EVENT
in textile industry.
- Elen Manukian, FDC of Armenia
Thanks to this opportunity Armenian designers
gained recognition on the worldwide arena, as
well as obtained lots of contacts,
literature and samples.
Armenian Designers at
Premier Vision Paris
Vahan Khachatryan/FDC
Elen Manukyan/FDC
Aram Nikolyan/Nikolyan atelier
Inga Manukyan/LOOM Weaving
Sona Hakobyan/SONČESS
Mary Sukiasyan/Shabeeg
Nelly Poghosyan/Biayni
Irina Vanyan/5concept
Ruzanna Vardanyan/RUZANĒ
Alla Pavlova/Z.G.EST
Y EAR IN R EVIEW ’ 18 | FASH ION & DESIGN CHA M BER 31Fashion designer: Hagob Shahinian 32 FAS H I O N & DES I GN CHAMBE R | YEAR IN REVIEW ’ 18
THE ART OF PLEATING
P
leating is a unique art and many more. She enthusias- Western-Armenian languages
and technique, always tically shared not only technical 15 Armenian designers dived
remaining on top of fash- details of pleating art, but also deeper into the art of pleating.
ion and used by renowned world fashion trends in pleating
Aline Kaljian and International
haute-couture brands. While in and details of haute-couture
Pleating provided designers
Armenia only classic pleating is
with access to high-class pleat-
used, this art develops world-
I GOT IMMEDIATE ing production at special rates
wide. Modern pleating variety
INSPIRATION AND for Armenian designers.
of techniques and creation of
VALUABLE RESULT OF
brand new pleating forms on As a result 9 Armenian design-
THIS MASTER CLASS —
textile. ers included masterfully pleated
THE SAME MONTH WE
pieces in their subsequent
International trainer and expert CREATED A UNIQUE BAG
collections and brought new
Aline Kaljian, co-founder and WITH ORIGAMI PLEATING
products to the market.
CEO of International Pleating ON LEATHER
Beirut, shared her knowledge Interview with Aline Kaljian
and experience in modern pleat- - Eugenia Evoyan, EVE was feature in October’18 issue
ing techniques and peculiarities of Harpers’ Bazaar Ukraine, full
with Armenian designers. version of which is brought to
your attention.
Aline Kaljian pleats for such collections, featuring pleating.
renowned fashion brands, like
In a fantastic atmosphere of
Kenzo, Ashi Studio, Elie Saab,
creativity and mix of English,
Krikor Jabotian, Zuhair Murad,
Eastern-Armenian and
Y EAR IN R EV IEW ’ 18 | FASH ION & DESIGN C HA M BER 33— Aline, pleating comes as your family tradition During Lebanon Civil War everything was ruined,
for already the 5th generation. Tell me please, pleating machines were stolen. There’s an inter-
how it all started in your family, who was the esting story: many years after the war, a man
very first pleater in your family? approached my father, saying that he had old
pleating machine for sale. To my father’s surprise
When we say the 5th generation, we mean in
it was his own old machine, lost in war years, and
general those of our ancestors engaged in mak-
we bought it. He repaired it, but it was more like
ing textile and fabrics, sewing, working in this
a souvenir, by that time we had newer machines.
domain. I’m the 3rd generation as a pleater. My
grandma was very famous sewer at her times — I know that you’ve started your career in dif-
and her uncle was living in France in 1928-ies. ferent sphere. How did you come to pleating,
Pleating was very popular in France back then, was it your choice or like destiny?
so he told my grandma: ”I know you can do it!”
I’ve never thought I would do pleating, I have
and she got inspired. It was new for her, she tried
degree in Education and was working with arts
it all on her own: looked for models in journals
a lot. My mother’s family had men fashion busi-
and pleated with old coal iron. This was how first
ness, so to whatever sides of my family I looked,
pleating were made.
I was surrounded by textile, pleating, sewing,
It was very expensive and only aristocrats could clothes. This is something that I learned effort-
afford buying pleated clothes. My grandmother lessly, it was like imprinted from childhood.
earned in a day as much as others earned
When my son was born and my mother died, I
monthly. She worked in secret rooms at nights, so
promised my father to give it a try. Before that
that no one could spy and learn her techniques.
I was engaged in art a lot, created something
— How it was passed through generations? interesting even from trash. And when I started,
I fell in love. It’s really important to love what you
She had three sons and they established Tom’s
do. I added artistic hints to the pleating works we
Sons Manufacturing and made not only pleat-
did, while my educational background helped me
ing, but also clothing. Prior to that they had only
to teach students and employees, give presenta-
textile factory and my father took only pleating
tions and workshops, consult fashion designers
direction. My uncle, one of those three broth-
on pleating.
ers, settled in US and now they work mainly for
American brands, like Oscar DeLarenta, TheRow, — I know that your father’s business went
Coach etc. and we often work and support each through hard times, but you managed to give it
other. Recently a new life. What helped you to boost the
they published a business?
book about the
When I came to business, they did a lot
Art of Pleating
of technical and high quality job, but were
with history of
far from fashion. My first step was to
our family and
pleating secrets.
My father stayed
in Lebanon.
34 FAS H I O N & DES I GN CHAMBE R | YEA R IN REVIEW ’ 18Y EAR IN R EV IEW ’ 18 | FASH ION & DESIGN C HA M BER 35
understand the psychology of our customers. I under the risk. You know, pleating is really a hard
thought I should know what they knew to be job, not everyone can do it accurately and in large
able to create for them. So I went to 6-month scale. If designers do not use pleating in their col-
night courses in Lebanon ESMOD Beirut Fashion lections, we won’t have much demand.
School and it was quite helpful. I learned what
I started new direction of origami-style pleat-
kind of cuts, volumes designers prefer and I
ing, wrinkled-style pleating, so that no one
mixed my new knowledge with technologies
would ever doubt if pleating is fashion or not. It
that we had.
is fashion and has always been, but we need to
struggle so that it doesn’t disappear and develop
along with the modern fashion trends. I started
PLEATING IS REALLY A HARD JOB, NOT
modern way of pleating for ready-to-wear col-
EVERYONE CAN DO IT ACCURATELY
lections of brands.
AND IN LARGE SCALE. IF DESIGNERS
DO NOT USE PLEATING IN THEIR — Your origami-style pleating is amazing. What
COLLECTIONS, WE WON’T HAVE was your inspiration? How did you bring those
MUCH DEMAND forms on textile?
Everything starts from research. In general
— How did you start cooperation with haute in fashion we mimic, what we see around.
couture and famous brands? Designers see something interesting, get
inspired. I saw origami somewhere over inter-
I was lucky to inherit excellent reputation of my
net, that was my inspiration and I created 5-6
father’s works, his pleating forms were made
different pleating forms. The most interesting
to perfection, and he already collaborated with
project we’ve done was a private order for Krikor
famous brands, like Kenzo, Ellie Saab, Zuhair
Jabotian. We’ve made a 3.7m pleating for wed-
Murad. We already had them as clients, so my
ding dress trail. Before that I had form for 2.2m
target was uprising and modern designers.
pleating, but for this project we had to build a
I knew that pleating as artisanal craft was endan- new one and it is now the longest and record-
gered and would slowly die. There are several breaking pleating. I really think it is worth to be
pleaters in France, but overall the market was included in the Guinness book.
— What was so special about that 3.5m pleating,
why others can’t do that?
First reason is the space. You have to have
enough space to open that huge 3.5m form into
7.5 meters laying flat and work on it. Second is
that pleating form has to go to steam boxes. No
other factory in the world can do that, because
no one has that big steam forms. My father built
it privately in our factory long ago, thinking that
would be useful for curtains, but later on we
used it also for sunburst models and wedding or
christening dresses.
— What techniques of pleating do you use? Are
Leather pleated bag by EVE Leather
they preserved from the past or it’s just kept as
a history?
There are two types of pleating. One is machine
pleating and the other one is table pleating.
The latter is done by hand: we create multi-use
forms, place textile inside, then tightly close the
form and send it to stemming box to fix pleating
on the textile.
Table pleating is best for sunburst pleating, there
36 FAS H I O N & DES I GN CHAMBE R | YEAR IN REVIEW ’ 18are no machines for that. There were several tries them by machines. Both of them have their
to create machines for sunburst pleats, but they advantages and disadvantages, you just need
failed. In sunburst pleating, machines ruins the to know what type of pleating is right for your
threads, taking into account that we work with design and textile.
high-end fashion designers and are extremely
— What type of pleat-
attentive to details.
ing your high-end
Machines also can’t fashion clients prefer?
I ALREADY HAVE MY PLACE IN THIS
pleat textiles with
BUSINESS AND SURELY I WOULD LIKE In general, Ellie Saab
more than 1.5m in
TO PASS THIS ON TO MY SON and other brands we
width, so we use
wor k with, prefer
table pleating for that.
classic pleating, flared
Table pleating gives
on accordion or small
us more flexibility in
pleating. They usu-
having big pleats, doing new designs, bigger in
ally don’t have any special requirement, should
lengths and we can also adjust textiles in cases,
it be hand or machine pleated. During all these
when its pattern has to match pleats.
years we’ve already built trust in our relations,
In case if you want small pleats or pleating on so they give us the model and expect the result,
organic textile, we have to no choice but make whatever we use in process is to our professional
choice.
In 10-15 years we’ve tightly
worked with new generation of
designers, like Krikor Jabotyan,
Ashi Studio, Hussein Bazaza so
I already know what type of
pleating this or that designer
prefers.
— What’s the future of your
business? Will you pass it to
the 6th generation?
I think pleating business it will
remain stable, as is now, may
be with small ups and downs.
I already have my place in this
business and surely I would
like to pass this on to my son,
though he doesn’t have much
love to it at the moment. But
who knows, may be his wife or
children would take the busi-
ness. At his age I also didn’t
have plans to become a pleater.
I would like the mastery to
remain within the family and
go to the 6th generation.
Y EAR IN R EV IEW ’ 18 | FASH ION & DESIGN C HA M BER 37MOSCOW CALLING
F or the first time 8 Armenian fashion brands, shoes, as well as CPM BODY& BEACH.
Biyani by Vahaan Khachatryan, RUZANE,
Kivera Naynomis, LOOM Weaving, Shabeeg,
“It was the first time that we participated in an
event of such scale. We presented a capsule col-
Zgest, Tatev Avetyan and Faina, together pre-
lection, made new connections, talked to buyers
sented their Spring/Summer 2019 collections
and partners, discussing
in Collection Première
cooperation opportu-
Moscow (CPM)
nities “, said Ruzanna
International Fashion LOOM WEAVING WAS SELECTED
Trade Show. TO PRESENT THEIR COLLECTIONS Vardanyan, RUZANĒ.
AT CPM FOR NEXT 4 SEASONS This trade show is nota-
CPM presents interna-
IN A ROW WITHIN PRESTIGIOUS ble by enforcing direct
tional fashion trends in
DESIGNERS POOL PROJECT cooperation and com-
the Russian metropolis
munication of designers
Moscow twice a year.
and buyers and it proved
At Expocentre fair-
to be efficient for Armenian designers as well.
grounds more than 21,500 trade visitors come
Particularly, Ruzane, Zgest and Kivera Naynomis
together to know more about 1,300 collections
brands got direct orders and prepayments from
from international exhibitors. The exhibitors
buyers. LOOM Weaving was selected to present
present themselves in various halls and national
their collections at CPM for 2 seasons in a row
pavilions. In addition, the CPM presents different
within Designers Pool.
segments like CPM premium, CPM accessories &
38 FAS H I O N & DES I GN CHAMBE R | YEAR IN REVIEW ’ 18POP UP STORE IN
MOSCOW
R ight after the CPM Armenian designers showcased their collec-
tions and accessories in one of the most prestigious trade malls
of Moscow, “Vremena Goda” Gallery. The event was supported by
the management of the location and provided great opportunity for
Armenian designers to enter Russian market.
For 3 days 28 Armenian brands and designers were featured in a great
pop-up store right next to such boutiques like Chanel, Cartier, Versace,
Valentino etc.
Fashion celebrities, bloggers and opinion leaders, like Elina Janibekyan,
Armen Yeritsyan, Anna Melkumyan, Gayane Breyova and others vis-
ited the popup store, bringing more attention and coverage to this
initiative.
This initiative raised the country’s reputation and competitiveness in
fashion industry, created new opportunities for Armenian designers/
brands to find business contacts and export, provided networking
opportunities to other similar international projects in future, as well
as promoted Armenian fashion and business environment.
Y EAR IN R EV IEW ’ 18 | FASH ION & DESIGN C HA M BER 39PITTI SUPER 12
Fashion buying season for Spring-Summer starts Protagonists of this focus were selected four
during mens fashion show in summer and ends young designers, some of whom were at their
at women fashion week in autumn. In this range first international debut: Vahan Khachatryan,
of events Pitty Super is organised in Milan in KIVERA NAYNOMIS, Ariga Torosian and LOOM
September for fashion buyers to discover new Weaving.
brands and get something unusual and interest-
ing for their core collections. This is place, where
At Pitti Super’12 Armenian designers met Sara
new fashion stars are born. Sozzani Maino, Deputy Editor-in-chief of Vogue
Italia and Head of
For the first time in Vogue Talents, who
history of Armenian showed interest and
f a s h i o n , A r m e n i a n FOR THE FIRST TIME IN HISTORY a p p re c i a te d t h e i r
designers participated OF ARMENIAN FASHION, ARMENIAN fashion collections.
to such prestigious trade DESIGNERS PARTICIPATED TO SUCH
show in the heart of PRESTIGIOUS TRADE SHOW IN THE Vahan Khachatryan’s
world fashion industry HEART OF WORLD FASHION INDUSTRY collection at SUPER
– Milan, Italy. Pitti catches attention
by t-shirts, dresses
Brand new to this edition of SUPER Pitti and shirt with colorful prints of his grandfa-
Immagine, was the special project dedicated ther’s paintings, showing his grandmother and
to the fashion and emerging design scene of mother. Loom Weaving presented collection of
Armenia, realised in collaboration with the unique pieces woven hand and machine. Kivera
Fashion & Design Chamber of Armenia and Naynomis brought to Milan princess dresses,
the support of SME Development in Armenia decorated with beads and appliqués, while
(EU-SMEDA). A new initiative of SUPER focusing Ariga Torosian monochrome and elegantly de-
on new talents, with the aim of offering a global constructed fashion pieces. Let’s discover the
projection of emerging designers from Armenia designers and their brands.
with an emphasis on location production.
40 FAS H I O N & DES I GN CHAMBE R | YEAR IN REVIEW ’ 18Ariga Torosian. A fashion designer of Iranian-
Armenian origins, Ariga Torosian proposes
a collection of net cuts played off white and
black, strongly inspired by graphic design, and
in line with her studies. A mix of modernity and
tradition.
Kivera Naynomis. Among the most beloved
luxury fashion brands on the Armenian market
today, the collections of Kivera take their cue
from the teachings of classic tailoring to con-
struct a sophisticated tribute to the cultural,
artistic, and architectural traditions of Armenia.
LOOM Weaving. Inga and Elen Manukyan, sis-
ters and founders of the brand, create a collection
that imbues the antique practice of embroidery
stitched by hand with a modern and luminous
style, which is bold at intervals. A wardrobe with
a practical and elegant spirit, where every gar-
ment is a unique piece.
Vahan Khachatryan. Born and brought up in
Yerevan, Armenia, Vahan is largely inspired by
his family background and by his grandfather, a
painter. Already a point of reference on the pano-
rama of Armenian fashion, the brand stands out
for its exclusive outfits, where the excellence of
quality and design is magnified by meticulous
attention to detail.
Y EAR IN R EVIEW ’ 18 | FASH ION & DESIGN CHA M BER 41PITTI SUPER 13
FOCUS ON FASHION CREATIVITY FROM ARMENIA
Armenian designers at Pitti Super 12 was so suc- a pop and experimental soul. Sporty and funky
cessfull that they were featured and invited to clothing that is blended with the heritage of her
Milan next year. land of origin in the light of a perfect sense of
style.
The special project dedicated to the up-and-com-
ing fashion and design scene from Armenia was Kivera Naynomis is one of the most beloved
realized in collaboration with the FDC returned in luxury fashion brands present on the Armenian
2019 at new edition of Super. market, the collections of Kivera take their cue
from the teachings of classic tailoring to con-
A Super initiative in support of new talents that struct a sophisticated tribute to the cultural,
aims to offer a global launch to this country’s artistic, and architectural traditions of Armenia.
emerging talents and exalt local production.
LOOM Weaving. Inga and Elen Manukyan, sis-
The protagonists were six young designers, ters and founders of the brand create a collection
some making their international debut: Avagyan, that imbues the antique practice of embroidery
Kivera Naynomis, LOOM Weaving, Shabeeg, stitched by hand with a modern and luminous
Vahan Khachatryan and Z.G.EST. style. A wardrobe with a practical and elegant
spirit where every garment is a unique piece.
Let’s discover the designers and their brands:
Shabeeg. Garments designed by hand and
Avagyan. Sonya Avagyan, a young Armenian then realized by exceptional master craftsmen,
designer, is launching her own brand, initially the prints are inspired by Armenian nature as a
concentrating on t-shirts and sweatshirts with whole: the fauna, the flora, the ancient history,
42 FAS H I O N & DES I GN CHAMBE R | YEAR IN REVIEW ’ 18the traditional Armenian clothing (taraz), the
architecture and much more.
Vahan Khachatryan. Born and raised in Yerevan,
Armenia, Vahan is heavily inspired by the artistic
heritage of his grandfather, a painter. Already
a point of reference on the Armenian fashion
panorama, the brand stands out for its exclusive
outfits where the excellence of the quality and
design is magnified by a meticulous attention to
detail.
Z.G.EST. Zero Gravity Established proposes
comfortable and inviting clothing capable of
transmitting the feeling of zero gravity. A young,
successful brand on the Armenian market, the
collections are distinguished by their smart style,
innovative design proposals and research into
the shirt as a key element.
Y EAR IN R EV IEW ’ 18 | FASH ION & DESIGN C HA M BER 43DEVELOPING
FASHION
A
COLLECTION
from
Z
to
Missak HajiAvedikian is a fashion designer and inter-
national lecturer, speaker, based in Beirut, Lebanon.
Missak is a professor at the Lebanese American
University Bachelor of Arts in Fashion Design in col-
laboration with ELIE SAAB and the London College
of Fashion program.
Missak began his fashion career in 2007 after grad-
uating from the prestigious ESMOD Beirut. After
receiving numerous accolades upon completing
his studies, he sought inspiration in the fash-
ion capitals of the world – Paris, Milan, New
York. His fantastical but always rational touch
stems from his experience abroad and the
valuable insight he gained there. Missak’s
vision for his label was to create a
bridge between fairytale and modern
femininity.
44 FAS H I O N & DE S I GN CHAMBE R | YEAR IN REVIEW ’ 18THEY NEED TO MOVE
THEIR ASSES.
NAGGING WILL NOT
MAKE THEM GOOD
DESIGNERS OR PEOPLE
OR TAKE THEM A STEP
FORWARD
P
aper cuts, magazines torn, pencils, textile cuts, glue and cof-
fee — that’s what you’d ran into, if you happened to visit
FDC office during whole July. 13 Armenian designers went
through tough training by Missak HajiAvedikian, designer and
fashion mentor from Beirut, Lebanon.
Missak also teaches at ESMOD Beirut School of Fashion, founded
in cooperation with Ellie Saab. He skimmed the best of his year-
long fashion collection development course into 20 days of
intensive training and these were probably the toughest deadlines
for developing full collection for AW19/20.
“First of all, for me it was pleasure and I wanted this challenge
because I have seen the fashion scene in Yerevan and I wanted to
help in a way. From my first visit to Yerevan I fell in love and saw
that there is talent but need to be guided”, commented Missak on
his commitment to help Armenian fashion design.
Missak guided designers through all steps of creative process
behind fashion collection development, from idea, verifying col-
lection theme with trends, making visual research, collages, mixing
it all up and developing a full line up of future collection.
After the first days of ideation and creating resource journals all
participants presented their collection themes and ideas to Missak
and Vahan Khachatryan, FDC President. Getting comments, crit-
ics and new fresh ideas was extremely useful at first stages of
work, so designers went on elaborating on their resource journals
to apply them to fashion pieces.
In a week after the first meeting, Missak already goes through
lines of first 650 draft sketches with a red marker. “No! No! Not
this one... may be this?!... No!”, putting red crosses marking “not
accepted” designs seems to be his favourite part of the training.
Y EAR IN R EVIEW ’ 18 | FASH ION & DESIGN C H A M BER 4546 FAS H I O N & DE S I GN CHAMBE R | YEAR IN REVIEW ’ 18
However one must admit, it’s all for the sake of getting the best
out of designers’ heads. Next round of 30 designs of outfits looks
better, though red marks still prevail.
“I can see a bright fashion future in Yerevan. Of course they need
to be open a lot to abroad and always educate themselves. The
most important for me is the will and the dream or the aim. I saw a
lot of laziness which needs to be changed. I think people in Yerevan
are used to it and I don’t know much the reasons . But they need
to move their asses. Nagging will not make them good designers
or people or take them a step forward. I know the limitations of
the market but they can make it”, said Missak.
Futurism, Syrian girl power, modern Yerevan, mindfullness, Japan
& African mix, — these are only minor part of the themes, that
inspired fashion designers within this course.
Missak’s comment of three intensive weeks was as follows, “The
result of the workshop was good. I was content 60% time, but a
few portfolios were great and I’m excited to see what they will do
with it. I would have loved to see or follow up with the process
because it doesn’t end at design. One of the most important fac-
tors to have a good collection is the textile and the fit. So lets hope
for the best and for a brighter fashion future in Yerevan. I’m too
excited for all of them and would like to see great work. And I am
super happy to be part of their success”.
The final results were impressive. 13 full fashion collection lineups
developed and technical drawings made, and some of these went
to production and will be available for public in AW 19/20.
Y EAR IN R EVIEW ’ 18 | FASH ION & DESIGN C H A M BER 47FASHION
SKILLSET
GRA D E D
UP
Capacity building was one of the main directions for FDC in 2018. We believe that
having the necessary skillset will inevitably bring Armenian designers to success. So we
conducted preliminary assessment to identify knowledge and skills gap among FDC
members and throughout the year organised over 15 trainings and workshops with more
than 100 designers and industry professionals participated.
48 FAS H I O N & DE S I GN CHAMBE R | YEA R IN REVIEW ’ 18E N D S
TR subtle and significant changes in the world
around us to project how the market will change
On February 26-28, 2018 “Buro” in the coming months and years.
cafe loft was boiling with creative ideation.
“Trends aren’t everything but they are a power-
26 designers and brand managers gathered there
ful tool to help designers tailor their products to
to participate in an one-of-a-kind training, which
their market, and their consumer – vital to the
h a s n e ve r b e e n o rg a n i s e d i n A r m e n i a
burgeoning Armenian fashion industry”, com-
previously.
mented Gwyneth talking about applying trend
Gwyneth Holland, international trainer, free- forecasting skills to Armenian fashion industry.
lance writer, trend consultant, senior lecturer at
Trend Forecasting gave participants an intensive
the University of Westminster and University of
and inspiring introduction to trends, using a com-
the Arts, co-author of a new book on Trend
bination of practical methods and shared
Forecasting for Laurence King delivered a train-
expertise. Trend forecasters act as deep
ing on Fashion Forecasting for Armenian fashion
researches, looking at subtle and significant
designers.
changes in the world around us to project how
the market will change in the coming months
and years.
TRENDS ARE A POWERFUL TOOL
Upon completion, participants refined their
TO HELP DESIGNERS TAILOR research skills and increased their ability to fore-
see changing styles in order to create products
THEIR PRODUCTS TO THEIR
that meet the needs of their existing and future
MARKET, AND THEIR CONSUMER customers.
– VITAL TO THE BURGEONING
ARMENIAN FASHION INDUSTRY
Trend forecasting is a multi-billion-dollar indus-
try and thousands of fashion and lifestyle
businesses use trend services, or conduct their
own trend forecasts. Trend forecasting helps
designers to better understand their customers,
trends help designers and brands decide what to
produce and sell.
Trend forecasting is a way of understanding
changes in culture and design. Usually, trend
forecasters act as deep researchers, they look at
Y EAR IN R EVIEW ’ 18 | FASH ION & DESIGN C H A M BER 49You can also read
