Although Yerevan Fashion Week 2024 (YFW2024) wrapped up over a month ago, its impact continues to resonate. Featuring over a dozen runway shows—including a showcase at Republic Square and a controversial opening ceremony at the Soviet Repression Memorial—this year’s event was nothing short of memorable.
The decision to kick off YFW2024 at the Soviet Repression Memorial was described by organizers as an effort “to honor the memory of those who suffered under repressions and to reimagine this space as a place for inspiration and creative expression.” While bold and unconventional, the venue choice ignited a spirited public debate for its perceived insensitivity. “We anticipated some disagreement [regarding the opening ceremony], but the scale of the reaction was unexpected,” remarked Elen Manukyan, co-founder of the Fashion and Garment Chamber of Armenia, carefully choosing her words and noting that the backlash may have carried political undertones, particularly given that the Yerevan Municipality was a key sponsor of this year’s event.
Despite the controversy and polarized opinions, Yerevan Fashion Week 2024 managed to shine as a standout event. Its arrival as a key milestone in Armenia’s cultural calendar signals an exciting shift. Once exclusive to global fashion capitals, the phenomenon of Fashion Week has found its footing in Armenia, offering local designers, artists and models a platform to present Armenia’s unique style in the universal language of fashion. From innovative clothing to striking jewelry and accessories, the event highlights the country’s creative potential.
Organized by the Fashion and Garment Chamber of Armenia, the second edition of Yerevan Fashion Week attracted a large and diverse audience of local fashion enthusiasts and international experts, influencers and reporters from outlets such as Vogue Italy, Elle Japan, FAULT, L’Officiel Italy, The Impression, Dubai TV and more.
A vibrant collection of different Armenian brands were showcased in the spacious entry hall of the Meridian Exhibition Center. Attendees had the opportunity to explore an eclectic array of local craftsmanship, from jewelry, shoes and bags to traditional Armenian costumes presented by Megerian Carpet. Highlights included ceramic décor pieces from CRELAB, representing the regions of Tavush, Shirak and Kotayk, and a thought-provoking collection by Ariga Torosian, which delved into themes of creativity and destruction.
Manuk Aleksanyan’s show at Republic Square.
This year, Yerevan Fashion Week included a runway show at Republic Square, where designer Manuk Aleksyanyan staged what he described as a “harmonious balance between preserving cultural identity and embracing modern fashion trends.” Interestingly, the NIKOLYAN brand offered the exact same description for their exhibition, 10 Pillars, though with a completely different execution. Blending contemporary fashion with Armenia’s heritage and traditions clearly remained a popular, if slightly overplayed, theme throughout Fashion Week.
NIKOLYAN exhibition with Nazeni Hovhannisyan (left) and Sofi Mkheyan (right).
Backstage:
Organized Chaos
Backstage at Fashion Week is a whirlwind of activity, where every inch of space is utilized to bring the runway to life. Right behind the stage, the fitting room buzzes with energy, with up to 50 people working simultaneously to ensure everything runs smoothly. Nearby, the makeup and hair room stretches out in a brightly lit expanse, where hairstylists and makeup artists work their magic. This is where the transformation takes place—where models evolve into the vision of the designers, ready to captivate the runway.
Of course, each designer spends countless hours working on their collection. In the case of Loom Weaving, most of the collection was hand-knitted, taking over seven months to complete, with individual pieces taking up to a month to make. Reflecting on the intense emotions leading up to the show, Loom’s designer, Inga Manukyan, admitted to feeling both anxious and excited. “The nerves were there even a month ago, as Fashion Week drew closer,” she said, embracing the natural tension that accompanies such a significant event.
Backstage.
For hairstylist Lusine Mnatsakanyan, returning to Yerevan Fashion Week for the second time, the experience is both exhilarating and creatively fulfilling. “It’s so exciting to have something fashion-related in Yerevan. It’s a big achievement for us, as hairstylists as well,” Lusine said. “We work with hundreds of models, often changing the same model’s look three times a day. It’s a great opportunity to step away from the beauty salon routine and fully embrace the world of fashion for a few days.”
Between shows, models took brief breaks—posing for photos with friends on the still-preparing runway, sharing laughter, and embracing one another after successful walks. Some models walked the runway every day. Maria Malkhasyan, who has been modeling for over five years, was there exclusively for Loom Weaving. “It’s a great honor to be part of this. It gives you an opportunity to network with a lot of people in the field. As a model, it makes me very happy to see how both the fashion and modeling industries are developing in Armenia,” she said.
Five minutes before the show, the air is filled with people shouting out Narine Harutyunyan’s name (NARNY)—a perfect moment to give her a quick break and hear about her feelings. “It’s crazy! I’m very excited, but also anxious, like it’s my first runway show. It feels like I’m a student presenting her capstone project. Right now, all I can think about is fear, because backstage there are always unpleasant surprises. I just want it to go well and truly become the celebration of fashion that it’s meant to be,” Narine said with a big smile on her face.
The Runway
The lights go off, the models line up, and the show begins. Inspired by the patterns of traditional Armenian carpets, which Narine Harutyunyan drew herself, she is confident that the guests will love her new collection.
One of the standout moments of the week was Loom Weaving, proving that nearly anything can be made of wool. From hats and headpieces to mini skirts and daring, braless garments, the collection also featured gloves, knitted bags, and unexpected pairings with denim, leather, and even tulle. Loom Weaving went beyond your typical autumn girl inspo, presenting a meticulously crafted boho-chic statement.
Loom Weaving at YFW2024.
During the Cončess defilé, the hall was packed, with seating rearranged to create a more engaging experience for the audience. The production of the show evoked a dreamy atmosphere, with swirling smoke and a soft pink-red bokeh backdrop. However, in contrast to the delicate and tender mood, the collection itself diverged, featuring primarily deconstructed womenswear with various cutouts and oversized suits.
Cončess at YFW2024.
ANKASA followed a somewhat similar approach, seemingly taking the “office siren” social media trend to heart. The collection featured oversized suits with pointy shoulders and occasionally ripped sleeves, making it the defining element. The brand’s designer, Astghik Sukiasyan, stuck to her signature casual style, chose the iconic Armenian pop song “Alas-Alas” by Hamlet Minassian (1980) as the show’s musical accompaniment. According to the official description, the collection “emphasizes femininity and self-confidence, appealing to those who embrace bohemian lifestyles.”
TheWorkshop’s runway show, Mermaid, was all about celebrating the beauty of the ocean—a theme pretty far from home for landlocked Armenia, but totally on-brand for them. They’ve always drawn inspiration from nature and artistic vibes, and this collection was no different. With flowy, feminine gowns and pops of vibrant color, it stood out in a week where most designers played it safe with pastels and muted tones.
TheWorkshop at YFW2024.
Fashion on the Rise
As the lights dimmed on this year’s shows, one thing became clear—Armenia’s fashion scene is on the rise, driven by people unafraid to dream and create. Sure, there were some noticeable missteps in some collections—like the lack of styling and vision that left parts of the show feeling a bit too mass-market—but stepping onto that stage, with major international fashion publications watching, is still a bold and proud move. Compared to last year, the organizers leveled up big time, with more focus on details, a bigger budget, better media coverage, and a growing mix of local and international attendees.
Whether you found something to wear, cringe at, judge, or admire, an event of this scale is undeniably a spark of hope for so many—designers, models, makeup artists, stylists, and even event organizers. Yerevan and Armenia need, and absolutely deserve, every kind of artistic activity to thrive.
