About
HAY-HAY Concept is a creative platform exploring emerging design, culture, and ideas. What started as a concept store has grown into a community where designers, artists, writers, stylists, and content creators collaborate to uncover cultural insights and share authentic stories.
We believe in slow fashion, slow design, and thoughtful creativity. Our mission is to create a space where curated objects meet cultural narratives, and where global audiences can connect with emerging talent through meaningful design.
History
Founded on January 27, 2017, by Lucine Ayanian, a stylist and marketing specialist based in Zurich, Switzerland, HAY-HAY began with the vision of amplifying Armenian designers. Over time, the project expanded into a platform without borders, highlighting talent from around the world.
Today, we showcase women’s and men’s clothing, jewelry, and accessories, alongside editorials, conversations, and cultural projects. HAY-HAY is not only an online store but also a media platform and community, dedicated to celebrating creativity in all its forms.
Collaborations & Contributors
We work with designers, artists, photographers, stylists, and content creators who share our values of sustainability, storytelling, and authenticity. HAY-HAY offers a stage for independent voices and emerging perspectives to be seen, heard, and experienced.
Whether it’s through a product collection, a visual editorial, or a written piece, we invite contributors to join us in shaping a platform that is both commercial and cultural.
Join Us
We are constantly searching for new voices and creative perspectives:
- Emerging fashion and accessory designers
- Writers exploring culture, heritage, and slow fashion
- Photographers and stylists with editorial visions
- Artists and makers working across disciplines
HAY-HAY provides visibility, global reach, and a space for authentic stories to thrive.
When I started developing HAY-HAY in 2016, it was simply about sharing the designers and stories that inspired me. Over time, I realized this project was never just about fashion - it was about creating a platform for voices, ideas, and cultural connections. What excites me most today is seeing how design, art, and storytelling can come together and spark new conversations. With HAY-HAY, I want to give space to creators who are shaping culture in their own way - whether through a collection, a photograph, or even a single idea. This is more than a store; it’s a community in motion, and I’m proud to continue shaping it with all of you.
— Lucine Ayanian, Founder of HAY-HAY