From London to China: Armenian presence on the global fashion map

Armenian names are increasingly making their mark on the international fashion scene. Over the past month, designers from Armenia and members of the Armenian diaspora have been appearing more frequently at fashion weeks and major platforms—from London and Paris to China.

Some are taking their first steps on the global stage, while others are already collaborating with luxury brands. However, the latest fashion season shows clearly that the Armenian fashion industry is gradually becoming part of the global fashion conversation.

London: A New Wave of Designers

One such milestone was the participation of Armenian designer and Aleksa Vertige founder Emma Aleksanyan at London Fashion Week. Her collection was presented through the Fashion Scout platform—a program that traditionally introduces young designers to the world and helps them reach the international stage.

The show was part of the “Ones To Watch” program, a list of designers that the industry encourages everyone to follow closely.

For Aleksanyan, this was an important step in her career: in 2025, she won the Fashion Scout Armenia competition, which paved the way for her debut on the London runway. Today, she continues her studies at the State Academy of Fine Arts of Armenia while developing her own brand.

Paris: Armenian Collections on Iconic Platforms

Armenian presence was also prominent at Paris Fashion Week. The brand The Muse presented its “Jardins d’Arménie” collection at Palais Garnier—one of Paris’s most renowned cultural venues. The collection drew inspiration from the concept of “Gardens of Armenia.”

It featured around sixteen handcrafted looks, blending decorative elements, Armenian script motifs, and contemporary European aesthetics. Each look was designed as a standalone work, with meticulous attention to detail and complex material techniques.

Another Armenian brand appeared on the Paris runway

At Paris Fashion Week, HAYELI—founded by designer Armine Oganian and Armenian-American artist Tigran Dzitokhchyan—presented the Self Reflection collection at Palais de Tokyo.

HAYELI operates at the intersection of fashion and contemporary art. In this collection, the designers explored themes of personal identity and inner reflection. Artistic prints, graphic elements, and architectural silhouettes formed the visual language of the collection.

China: Armenian Brand at Harbin Fashion Week

Armenian brands are also entering Asian fashion platforms. MOMENT of WHITE showcased its collection at Harbin Fashion Week 2026 in China. This marked the brand’s first participation in an international fashion week of this scale.

The collection focused on minimalist aesthetics, precise craftsmanship, and understated elegance. A restrained color palette and clean silhouettes created a sense of lightness and thoughtful design. The designers emphasized fabric quality, precision tailoring, and artisanal detail.

Milan: Armenian Model on the Fendi Runway

Armenian names are appearing more frequently in model lineups of major brands as well. One standout figure of the season was Lebanese-Armenian model Serena Sefyan, who opened the Fendi show at Milan Fashion Week.

At just twenty years old, she has already achieved what many models strive for over years. Sefyan became the face of designer Maria Grazia Chiuri’s debut collection for the brand. In just two years in the industry, she signed with Next Models and worked with brands such as Dries Van Noten, Etro, and Gucci. The Fendi casting moved quickly: after a callback and final walk, she was approved by the designer and secured an exclusive spot in the show.