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Armenian brand HAYELI, founded by designer Armine Oganian and Armenian-American artist Tigran Dzitokhcyan, showcased its latest collection, Self Reflection, at Paris Fashion Week.

HAYELI is a fusion of fashion and contemporary art, with the brand’s visual identity deeply rooted in Dzitokhcyan’s signature hyperrealistic portraits, where faces are often partially obscured by hands, light, or shadow.

In this collection, these images literally “migrate” from canvas to fabric. The runway featured prints incorporating fragments of his paintings, sheer layers, mesh, and tulle that reveal glimpses of the portraits beneath. Some pieces function almost like moving art objects, particularly skirts and coats adorned with large-scale portrait prints.

Viewed as a whole, the collection explores the contrast between structured, architectural silhouettes and the transparency of the materials. Several looks feature sculptural forms, including accentuated shoulders, geometric lines, and corset constructions. For instance, a grey dress with an almost anatomical print interprets the human body through fashion, with fabric echoing the contours of muscles.

The collection also highlights technological textures, part of what is often called techno-couture, the hallmark of Oganian’s work. Classic tailoring is merged with contemporary techniques such as laser-cut fabrics, structured forms, and intricate material craftsmanship.

Transparency and layering play a central role. Mesh, tulle, semi-sheer tops, and long overlays create a “second skin” effect. In some pieces, graphic prints and inscriptions are applied atop sheer bases, lending the looks a subtle grunge edge.

The color palette remains cool and restrained — shades of grey, graphite, black, and deep navy dominate. Yet, thanks to the textures and complex constructions, the collection avoids minimalism, balancing instead between futurism and art-inspired aesthetics.

In the menswear looks, an additional motif emerges: grid- and lattice-like structures reminiscent of frameworks. This emphasizes the concept of “painting in space,” where the body itself becomes part of the composition.

HAYELI positions itself at the intersection of fashion, technology, and contemporary art. Self Reflection represents an attempt to translate the language of painting into clothing. In this collection, the synthesis of art and fashion comes to life: portraits extend beyond the canvas, becoming part of the silhouette, fabric, and movement. Paintings are no longer static — they move with the model, dissolving into transparent layers, graphic prints, and architectural forms.

Liana Agadzhanyan
Photos: Cécile Rosenstrauch, Nikolay Kolesnik

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