HAY-HAY Armenian Concept Store presented a selection of talented emerging Armenian designers during the Emerging Talents Milan Fashion Presentation at Milan’s historical Palazzo Visconti. Within the showcase, both ready-to-wear and accessories by TUMO Studios X Armine Ohanyan Paris, SOMA, and Inga Kazumyan brands were presented.
HAY-HAY helps emerging designers reach a global market, making it easy for customers all over the world to find, shop and enjoy Armenian fashion.
"A challenge accepted - HAY-HAY is pushing boundaries to promote emerging Armenian designers. I'm thrilled we made it to Milan for the third time, introducing bright and unique pieces of Armenian design and celebrating their journey. I am proud to be a part of preserving Armenian identities", says Lucine Ayanian, the founder of HAY-HAY.
This year’s main concept is to focus on gender fluid collections and sustainability by removing the seasonal trends so the people can focus on the styles they love instead of feeling pressured to update their wardrobe with the latest fashion.
TUMO Studios X Armine Ohanyan
The eco-line created by TUMO Studios and Armine Ohanyan Paris is inspired by the natural beauty of Armenia and strives to reduce pollution, build a more sustainable future, and bring awareness to the importance of environmentally-friendly products.
The main mission of this collaboration is to boost local production. The clothing is made in Armenia using plastic waste and naturally dyed fabrics and threads as raw material. In collaboration with ISSD (Innovative Solutions for Sustainable Development of Communities) all the plastic bottles were recycled and partially used in different pieces of the collection.
The brand presents its new "New World" collection, the concept of which is based on the idea of utopia about the 9th planet endowed with super intelligence, which is a second chance to make a fresh start.
The amorphous form of the New World, flowing from one to another shape, is reflected in the jewellery of the collection. The Cinema 4D software, responsible for creating the shape of the jewellery, allows the algorithm to create a 3D model using simulation independently.
Gender fluid jewellery is 3D printed from recycled sterling silver.
A characteristic feature of the brand is the combination of natural stones. Pure and refined, these all-around handmade necklaces are characterised by timeless elegance.
Mixed cuts, with crystal designs that make a unique statement, day or night. In her new collection, the designer repeats the technique which she used in the very beginning and is based on knitting combined with natural stones and chains. This time she uses only chains for knitting.
HAY-HAY Concept is a community beyond fashion with the mission of uncovering cultural insights about Armenia and expanding into a media platform.
It's a unique online store that offers a wide selection of emerging brands from Armenia and other countries, from hand-picked clothing collections to jewellery and accessories, from bags to home textiles and nifty items.
Emerging Talents Milan is an independent agency working with international high-end brands since 2016. It brings together global design talents to present collections with sustainability, craftsmanship, and innovation. This initiative is focused on building international awareness, sales campaigns, buyers and media contacts, as well as a direct-to-consumer business.
Art Director: Tariel Bisharyan
Head Fashion Stylist: Lucine Ayanian
Beauty Director and Key Makeup Artist: Valeria Orlando
Makeup Sponsor: VOR Makeup
Key Hair Stylist & Sponsor: Antonio Iengo
Backstage Director: Giuliana Bortolato
Casting Director: Josip Grabovac
Photographers: Anna Minaeva and Luca Condorelli
Lighting and Set: Family Studio Srl
Shoe Partners: Deichmann, Off-Play, Salvatore Caputo