I was born in Armenia and live in Moscow. Growing up between two cultures gave me emotions I didn’t have words for: a quiet longing, a distance from home, a tenderness for things that are slowly disappearing. Through design I explore memory — family archives, mountain landscapes, folk crafts, films — and turn these feelings into clothing.I’m drawn to the cultures and temperament of the women who surrounded me: their strength, their warmth, their ability to stay tender in the harshest conditions. Their gestures, rituals and handwork live on in everything I make.

Most clothing today is fast and impersonal: it covers the body but says nothing. I create pieces that hold quiet, touching feelings — tenderness, memory, belonging — so that clothing becomes something you feel, keep and pass on.

Brand positioning A designer working with memory, culture and handcraft. My clothing is for people who see what they wear as a personal statement, not a trend. Self-Explorers People who use clothing to understand and express who they are: their roots, emotions and inner world. They come for custom pieces with personal meaning and value handwork, natural materials and conscious consumption. Aesthetic Observers Photographers, stylists, artists and other visual creatives who look for expressive, tactile pieces with a story for shoots and projects. They notice details, textures and atmosphere, and use clothing to build an image.

Mood: tenderness born of harshness. Soft and fragile against heavy and protective. Palette: natural, muted tones taken from my personal archive of the Armenian mountains: chocolate brown, bordeaux, olive, deep moss and milk white, with powder pink as the tender accent. Materials & textures: felted sheep wool, sheer chiffon, knitted lace, dense felt, checked suiting. Contrast of density and transparency. Craft: needle felting, lace knitting and visible handwork. Imperfection as a sign of the human hand. Imagery: clean white or paper backgrounds, natural light, black-and-white archival and film references, close-ups of textures and hands. Graphics: a handwritten logo, an elegant italic serif paired with a soft rounded sans, thin lines and plenty of air.

I help people bring creative ideas to life through clothing. There are three ways to work with me. Clothing for shoots You bring the concept and I provide expressive pieces for editorials, campaigns and art projects. Made for you Custom-made clothing based on your idea and your story, from the first sketch to the final fitting. Capsules in progress Research-driven capsule collections rooted in culture and memory, developed as design projects. Currently in progress: Wool and Veil.

Brief: a teaser look for a women’s collection exploring shepherding culture as a way to preserve tenderness in a harsh environment. Research: Artavazd Pelechian’s The Seasons (1975), films about pastoral life, my personal archive from the Armenian mountains and folk crafts. Concept: tenderness born of harshness. The shepherd’s protective clothing meets the bride’s veil. Solution: six pieces drawn from three wardrobe types: classic menswear, mountain-ethnic and bridal. The key move is a traditional burka made in sheer chiffon instead of felt. Result: the teaser look, an editorial shoot, technical sketches and patterns. It is the starting point for a full collection.

Everything starts with a conversation. Send me your idea, references or just a feeling you want to capture. We meet or call to talk about the story behind it, the mood, the purpose and the deadline. I put this into a short brief with a clear format, timeline and budget, so we both know where we’re going.