JHANGIRIAN - Armenian Heritage & Modern Design

At Moda Sofia, one of the most memorable presentations came from JHANGIRIAN, the brand created by Armenian designer Narek Jhangiryan. His collection brought a strong and emotional voice from Armenia to the Bulgarian fashion scene - showing how tradition can live beautifully in the modern world.

Credits: ModaSofia by Yuliana Baron

“Every JHANGIRIAN piece feels like a memory turned into fabric.”

Narek’s work connects the past and present in a way that feels personal and honest. His designs often tell stories about identity and culture, but without turning them into something heavy. Instead, he transforms traditional symbols into something light, elegant, and wearable.

One of the most touching ideas in his collection was the use of checkered fabrics inspired by Sadakhlo moving bags - everyday items once used for travel and trade. In his hands, they became something poetic, full of history and emotion.

“He turns simple, familiar things into something you want to remember.”

Credits: ModaSofia by Yuliana Baron

There were also soft references to Armenian national costumes - embroidered details, lace, and unique headwear - all reinterpreted in a modern way. Nothing felt nostalgic or costume-like. It was more about keeping the soul of tradition alive while moving it forward.

Jhangiryan’s aesthetic is clean yet full of feeling. The shapes are minimalist, but every piece carries a quiet story. You can sense the balance between strength and tenderness, something that defines his work.

“Heritage becomes alive when it meets new ideas - JHANGIRIAN shows that perfectly.”

Each JHANGIRIAN collection is made as a limited edition, focusing on quality and individuality. The brand’s sustainable mindset is not just about materials, but also about meaning - creating fewer things that matter more.

Credits: ModaSofia by Yuliana Baron

Beyond the runway, Narek is also known for dressing well-known clients and designing costumes for Armenia’s Eurovision performances, showing his ability to connect emotion, art, and style on a big stage.

Credits: ModaSofia by Yuliana Baron

JHANGIRIAN is more than just fashion. It’s a way of expressing cultural memory and emotion through modern beauty - proving that true elegance always begins with a story.