2024: A Year of Connection, Creativity, and Cultural Celebration at HAY-HAY

As 2024 comes to a close, we at HAY-HAY reflect on an extraordinary year— one marked by change, growth, creativity, and a commitment to positive impact. This year has been nothing short of transformative, from expanding our concept to embracing technological innovations, launching new storytelling categories, and fostering a global community. Yet, through it all, we have remained steadfast in our mission: to build a community beyond fashion, uncover cultural insights about emerging brands, and expand into a media platform that bridges heritage and innovation.

HAY-HAY has always been more than just a platform; it is a movement. In 2024, we deepened our commitment to celebrating cultural diversity through fashion. Our platform now features global brands alongside Armenian designers, creating a space where stories and styles intersect. Fashion, with its universal appeal, has the power to connect people and their narratives, and this belief has driven us to explore new dimensions—from art and music to interviews and cultural inspirations behind each design.

A major milestone was the launch of our city guides—a new category of storytelling that highlights the cultural and artistic influences shaping our world. These guides are designed to immerse readers in the unique spirit of different cities, offering a fresh perspective on the cultural landscapes that inspire fashion and design.

This year, we were thrilled to welcome a host of incredible new designers to our family:

Pes-Pes: The coolest new addition to our concept store, Pes-Pes brings beautifully designed coloring maps that transform into treasure hunts for your imagination.

Toonik Studio: Offering beautifully designed home goods and loungewear that add elegance to everyday life.

BORBALA: A standout for sustainability, creativity, and authenticity, BORBALA is a fashion collective founded by Ferencz Borbala. With roots in Budapest and Tirgu-Mures, the brand champions upcycling and pushes the boundaries of style.

Artificial intelligence took center stage at HAY-HAY this year. As a priority for our team, AI has helped us innovate and reimagine the future of fashion. From personalized recommendations to virtual styling, we’ve embraced technology to enhance the customer experience and streamline our operations. One of the highlights was our AI-driven exploration of the Met Gala 2024 — reimagining its iconic looks and delving into its rich history.

Our exclusive pop-up event at NR6 Store in Zurich was another highlight of the year. Running until June 30th, 2024, the event showcased a curated collection of unique designs celebrating diversity and sustainability. Emerging global brands took the spotlight, bringing their creative visions to a new audience.

In the summer, we took part in a small vernissage event during Shapes and Dreams, an art exhibition by Armenian-born artist Anahit Diez-Gyurjyan in Zurich. Her work - a vibrant mix of heritage, imagination, and life experiences—perfectly aligned with our mission to celebrate stories and cultures. Don’t miss our interview with Anahit Diez-Gyurjyan.

Our founder, Lucine Ayanian, took us behind the scenes at Emerging Talents Milan. As the Head Stylist, Lucine played a pivotal role in showcasing fresh designers from around the globe.  

This year, we celebrated the strength and creativity of our team. More than just colleagues, we are a collective of unique minds driven by a shared passion for innovation. From fashion insights to digital storytelling and big-picture dreaming, our diverse perspectives fuel everything we do. We met with the team in Yerevan to discuss what we’ve accomplished and our future plans. Together, we continue to shape HAY-HAY into a platform that shares the richness of cultures and connects people through the universal language of fashion.

As we close this chapter and step into 2025, we carry forward the inspiration, creativity, and community spirit that defined this year. At HAY-HAY, fashion is more than a product; it is a bridge to stories, heritage, and culture—and we can’t wait to see where this journey takes us next.

Here’s to a year filled with deep moments of inspiration, new beginnings, and endless opportunities to grow together. May this year bring you peace, fulfillment, and a heart full of dreams.