Why does Yerevan need a fashion week?

Anyone with an interest in fashion knows that fashion weeks are among the most anticipated events on the industry’s annual calendar. Bringing together industry professionals, these events serve as platforms for unveiling new collections, setting trends and creating business opportunities. Returning for its fourth consecutive year, Yerevan Fashion Week took place Oct. 8-11, bringing together Armenian and international designers, fashion media, buyers and creative professionals. Beyond runway shows, the four-day event aimed to foster cultural exchange and new creative connections while bringing Armenia’s growing creative industry into the spotlight. Coinciding with the 2,808th anniversary of Erebuni-Yerevan, this year’s edition centered on the theme “Pink City Yerevan,” placing the capital itself at the heart of the event. From its ancient roots in Erebuni to its distinctive urban architecture, Yerevan served as more than a backdrop for fashion. The theme highlighted the city as a source of inspiration and an integral part of Armenia’s evolving creative identity. Organized by the Fashion and Design Chamber of Armenia with support from local and international partners and with Yerevan Municipality as its general sponsor, YFW 2026 featured a diverse program of runway shows, presentations, a showroom, fashion talks, exhibitions, special installations and networking opportunities. Bringing together different sectors of the creative industry, the event reflected Yerevan’s growing presence on the regional and international fashion scene. One of the event’s main highlights was the Fashion Scout Armenia Award, which aims to support emerging Armenian designers and connect their work with the international fashion industry. During the press conference, Vahan Khachatryan, president of the Fashion and Design Chamber of Armenia, stated, “The competition goes beyond supporting local designers; it also creates opportunities to connect with international professionals and build meaningful partnerships within the industry.” The international jury selected eight finalists from 75 applicants to present their collections to fashion professionals. Although only eight designers made it to the final stage of the Fashion Scout Competition, Khachatryan explained that works by several other applicants who did not advance will also be showcased at the opening ceremony at Erebuni, giving them an opportunity to have their work recognized and seen by a wider audience. Beyond the competition itself, the initiative offered young designers valuable industry feedback, mentorship and opportunities to develop their creative identities and expand their networks. Prizes included an opportunity to showcase a collection through Fashion Scout during London Fashion Week, a full scholarship to a summer course at the Polimoda fashion school in Florence, Italy, and a grant of 1 million Armenian drams (about $2,800) from Yerevan Municipality to support a brand’s growth. The choice of venues gave this year’s Fashion Week added depth, with each location offering a different perspective on Yerevan and its cultural identity. Rather than simply serving as backdrops, the settings became part of the experience, connecting the city’s history, architecture and creative scene. The opening ceremony featured “The Ancient Gods: From Erebuni to Contemporary Yerevan,” a fashion and cultural exhibition held at the Erebuni Historical and Archaeological Reserve-Museum and Erebuni Fortress. Set against one of the country’s most significant archaeological sites, the exhibition featured works by 30 emerging Armenian designers, bringing ancient heritage into conversation with contemporary Armenian fashion. The House of Books served as the main venue for much of the program, hosting runway shows, the showroom and panel discussions. The building itself was a fitting choice, given its place in Yerevan’s cultural and architectural history. Originally conceived in 1935 and constructed in stages between 1936 and 1960, it reflects a transitional period in the city’s architecture, when avant-garde Constructivism gave way to a more monumental classical style. Initially designed for publishing and printing, the House of Books was envisioned as more than a functional space; it was intended to serve as a cultural hub and public gathering place. Decades later, it once again brought people together, this time through fashion. Its role as the center of Yerevan Fashion Week offered a reminder of how the city’s historic spaces can find new life while remaining connected to their original cultural purpose. With more than 20 runway shows and presentations, Yerevan Fashion Week offered a glimpse into the creative voices shaping fashion in Armenia and the wider region, bringing together established and emerging designers from Armenia and abroad. Among the participating local brands was Soncess, which presented its “Red Bridge” collection at the historic bridge that inspired it, one of Yerevan’s oldest surviving landmarks. By staging the show at the site itself, the brand explored themes of connection, transition and movement, turning a familiar piece of the city’s history into a contemporary fashion statement. “It was interesting to explore different locations and develop a collection inspired by its surroundings. When I eventually chose the Red Bridge as the setting to showcase it, everything fell into place. The collection and the location complemented each other perfectly,” explained Sona Hakobyan, founder of Soncess. Another local brand that stood out with a special preview show was Ruzane, which presented its collection against the backdrop of Zvartnots Cathedral. Drawing on the contrast between ancient ruins and contemporary clothing, the collection explored the passage of time, bringing together historic architecture and the fleeting beauty of flowers. By drawing inspiration from these locations and presenting their collections at them, the designers made the venues an integral part of their shows. This approach created a more immersive experience, allowing audiences to connect with the stories and cultural references behind each collection. International exchange was also a central part of Yerevan Fashion Week 2026, bringing Armenian designers into direct contact with international buyers, media representatives and creative-industry professionals. Through Fashion Talks, networking events, portfolio reviews and the YFW Showroom, organized in collaboration with WHITE Milano, the program created opportunities to exchange ideas and explore new markets. The fourth edition of Yerevan Fashion Week highlighted Armenia’s potential to become a stronger voice on the international fashion scene. By showcasing emerging talent and connecting local designers with global industry professionals, the event celebrated the country’s rich creative heritage while looking toward its future. Although there is still room for growth, the event underscored the importance of investing in local talent, supporting Armenian craftsmanship and bringing the country’s creative potential to a wider audience.

Why does Yerevan need a fashion week?

This story is FREE for you...

Hena Aposhian

This story is FREE for you...

Hena Aposhian

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