Founder & Creative Director
Founder's Note
When I started developing HAY-HAY in 2016, my goal was simple - to create a platform that connects niche designers with new markets and audiences. What began as a small idea quickly evolved into a community for creative voices: designers, artists, and thinkers who use fashion to tell stories. Over time, I realized HAY-HAY was never just about selling clothes; it was about building bridges between cultures, uncovering narratives, and shaping a space where creativity feels human and timeless.
Thank you for being part of this journey - every collaboration, event, and story continues to shape the world we’re creating together.
— Lucine Ayanian, Founder of HAY-HAY
Our Evolutiont
Concept Store Launch & First Pop-Ups
Tallinn and Riga hosted the first HAY-HAY presentations - introducing Armenian designers to the Baltic design scene. Both events received strong media coverage and marked the first step toward building a global creative network.
First Collective Meeting & Eurovision Collaboration
HAY-HAY styled Estonia’s Eurovision finalists Vajé, introducing Armenian fashion to new audiences. That same year, the first Designer Gathering in Yerevan brought 40 creatives together to exchange ideas and plan future collaborations.
From Pop-Ups to International Stages
Through Zurich pop-ups and the first showcase during Milan Fashion Week at Palazzo Visconti, HAY-HAY positioned itself as a cultural ambassador for emerging and independent designers.
Armenian Art Experience in Switzerland
A multidisciplinary event in Aarau combined fashion, dance, and performance, highlighting the creative intersection between Armenian art and Swiss audiences.
Return to Events After the Pandemic
From Tampa, Florida to the Zurich Christmas Market, HAY-HAY reconnected with its community through curated showcases of sustainable and emerging brands.
First Newspaper & New Identity
HAY-HAY published its first printed tabloid, gathering interviews, articles, and visuals from its journey. The platform was rebranded to reflect a broader mission: connecting cultures through design.
Zurich Apéro Event
At Palmar Store expanded the local creative network and introduced new audiences to the slow fashion philosophy.
Back to Milan
A new showcase during Emerging Talents Milan FW23/24 continued HAY-HAY’s commitment to supporting designers from around the world.
Zurich Pop-Up at NR6 Store
A three-month activation with guest designers, a client event, and local collaborations - blending physical retail with storytelling and digital presence.
Storytelling Hub
With the launch of ongoing monthly showcases - including The A Story (Korea), Artuyt (Armenia), and the Eurovision Special Pop-Up in Basel — HAY-HAY has evolved into a full creative platform. Fashion, culture, and design now meet through editorials, print, and live community events.
About the Platform
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 - creating a space where curated objects meet cultural narratives, and where global audiences connect with emerging talent through meaningful design.
What We Stand For
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Cultural Storytelling
Every piece in our collection carries a story—celebrating heritage, craftsmanship, and the cultural narratives that make fashion meaningful.
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Slow Fashion
We believe in quality over quantity, supporting sustainable practices and thoughtful consumption that respects both people and planet.
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Artisan Partnership
Working directly with skilled artisans and designers who preserve traditional crafts while creating contemporary expressions of cultural identity.
