Yerevan Fashion Week: Elen Manukyan on Shaping Armenia’s Fashion Scene, Local Talent, and Future Vision

Elen Manukyan, co-founder of the Fashion and Design Chamber of Armenia, tells The Armenian Report in an interview how she is transforming the country’s fashion scene through Yerevan Fashion Week. She is dedicated to showcasing local talent and building a vibrant fashion community. In this interview, Manukyan discusses what inspired Yerevan Fashion Week, highlights from this year’s event, and her vision for the future of fashion in Armenia.

1. What inspired the creation of Yerevan Fashion Week, and how has it evolved since its inception?

   
   

The inspiration behind Yerevan Fashion Week (YFW) stems from our mission to develop Armenia's creative sector and create a platform that highlights local and international fashion designers. Since its debut in 2023, YFW aims to establish itself as an annual cultural event, bringing together leading industry professionals and international media. The event hosts diverse shows, exhibitions, and educational opportunities, reflecting the best of the Armenian fashion scene.

2. Can you share some of the key themes or highlights for this year’s event?

   
   

A key highlight is the Fashion Scout Armenia competition, which focuses on discovering young talent, giving a platform to emerging designers, and fostering their development. This year, as part of YFW’s opening ceremony, Fashion Scout will take place at the Cascade Memorial to the Victims of Soviet Repression under the theme of “Democracy and Freedom of Speech.” Another notable show is the artisanal collection created by women from the CRELAB Kotayk and CRELAB Tavush regions, guided by our creative tutors as part of an educational initiative. Established by FGC and Made_vel_e, the CRELABs operate under the “Labs for Change” project, designed to inspire, teach, and empower emerging creators across Armenia’s regions. Additionally, Yerevan Fashion Week features over 15 designers presenting collections ranging from avant-garde couture to gender-neutral styles that blend modern fashion with Armenian cultural heritage.

3. How do you select the designers and brands that participate in the fashion week?

   
   

We announce an open call for registration, and designers/brands are selected based on their creativity, experience, originality, and ability to present well-developed, cohesive collections. We welcome both emerging talents and established industry figures who can contribute to the event’s vibrancy.

4. What role does Yerevan Fashion Week play in promoting local Armenian talent in the fashion industry?

   
   

Yerevan Fashion Week serves as a vital platform for local designers, providing exposure to international press, industry insiders, buyers, and local customers. By showcasing their collections, designers gain recognition, network with industry professionals, and open doors to potential collaborations. The event aims to foster community and support for the Armenian fashion industry.

5. How do you envision the future of fashion in Armenia, and what impact do you hope this event will have?

   
   

Just a few years ago, the scale of Armenia’s fashion industry was unimaginable. Today, there is a distinct difference. As one of the few organizations in Armenia dedicated to supporting local designers and Armenian production, we hope to see a thriving fashion industry that meets international standards. Yerevan Fashion Week aims to be a catalyst for this vision, inspiring a new generation of designers and establishing Armenia as a player on the global fashion scene.

6. Are there any partnerships or collaborations this year that you’re particularly excited about?

   
   

One of our main achievements is establishing a partnership with Yerevan Municipality and securing funding and sponsorships to support the event’s long-term growth. We are also grateful for our collaborations with international institutions like the UK Embassy, GIZ, British Council, Fashion Scout, and others. Additionally, our network of international media has grown this year, with coverage from top fashion publications, including Vogue Italy, WWD Japan, Elle Japan, L'Officiel Italy, Le Mile Magazine, The Impression USA, FAULT Magazine, BLINX Media Hub Dubai, AMICA Italy, White Milano, Elle Italy, and many more.

7. What challenges have you faced in organizing this event, and how have you overcome them?

   
   

Our main challenge has been securing sufficient funding. While challenges like logistics, marketing, vendor selection, and coordination are manageable with experience, funding remains a key hurdle. We’ve addressed this by reaching out to sponsors, hosting fundraisers, and seeking community support to cover essential costs, allowing us to bring our vision to life.

8. What can attendees expect in terms of activities, workshops, or events beyond the runway shows?

   
   

Attendees can look forward to an immersive experience beyond the 15 local and international brands' runway shows. We will have curated exhibitions, installations, and interactive presentations that showcase unique design perspectives. Additionally, there will be thematic fashion talks where industry experts discuss trends, cultural influences, and sustainability in design. We aim to provide a rich environment for learning, connecting, and celebrating creativity.