PRESS RELEASE
YBAF Partners with 374 Collective for 2nd Annual Fashion Award Varduhi Torozyan and Marc Petrosyan Tie in the Emerging Designers Competition Yerevan, Armenia
Yerevan Biennial Art Foundation (YBAF) held their second annual Fashion Award – a competition for emerging designers in Yerevan, Armenia on July 2nd at Latitude Art Space, situated at the Art Factory Building. The primary goal of YBAF is to support local Armenian artists of all mediums – visual artists, film, music, design. In an effort to elevate the competition with fashion industry expertise, YBAF partnered with 374 Collective, a PR agency helmed by fashion publicist Gohar Khojabagyan with a mission to promote Armenian modern culture to the US market across fashion, art, music, hospitality, and tourism.
The competition aims to encourage emerging Armenian designers to engage with imagination in the
face of adversity and channel their creativity to rejuvenate the world of art through fashion. The five
finalists 13 Arcs by Marc Petrosyan and Jocund by Varduhi Torozyan, Meri Manukyan by Meri Manukyan, Artoon by Nazeli Malkhasyan, and Admery by Alla Dawson all created a capsule collection that met the years theme of “Modernization of Tradition.”
“This year’s Fashion Award was truly versatile in both designers and concepts of collections presented.
These competitions are not only a great platform for local talent to showcase their work but also an
opportunity for us to raise a generation of thinkers that are not afraid to express their individuality and
cultural identity, “ says Inna Hovhannisyan, director at YBAF.
All finalists brought a unique perspective; however, it was the young designer from Goris, Varduhi
Torozyan’s collection entitled Busazard, Armenian for “decorated with florals,” that captured the jury with its romantic, bohemian aesthetic of handknit floral dresses and separates. Tied with Torozyan was Marc Petrosyan with his interpretation of Vardevar, the oldest water holiday celebrated in Armenia that is associated with Asthghik, the goddess of water, that also exceeded the expectation of the judges with sheer, luminous yet structured silhouettes embellished with pearls. The two tied for the crown as the
winners of the YBAF Fashion Award 2022 with their interpretation, concept, design and overall collection and will be awarded a cash prize and featured on POMMIE [shoppommie.com].
“Given each of our backgrounds in design, styling and PR, we were looking for a designer that was able to create a collection that met all of our needs. Varduhi and Marc both showcased a line that was not just designed well but would be interesting to stylists, editors and of course be consumer friendly and sell well in the US,” said Gohar Khojabagyan.
The decision was cast by three international female powerhouses who headlined the jury lineup and
included Arpine Movsisyan, Paris based fashion stylist and creative director, Rima Kazumyan, Senior
Menswear designer at Emporio Armani, and Gohar Khojabagyan of 374 collective and founder of premier US online retailer, POMMIE.
The show brought in fashion tastemakers and influencers locally and abroad including Rosa Linn, Armen Yeritsyan, Inna Khojamiryan, R-Mean, Marbey, Margo Sahadjian, Madonna Harutyunyan, Gaia Gevorgyan, Anahit Galatea, Narine Simonyan Mashie Ghazaryan, and more.
The event featured a custom backdrop by YBAF’s local rising artist, Adam Adamyan – known for his
obscure faces seen all over Armenia. Guests were able to go up to view his studio and artwork while
sipping on Koor wine and snacking on chocolates from L’Amelie before the show started.
Event sponsors: Sperasoft a Keywords Studio and Kingsmen Investments and Flamingo Pool.
For additional information:
Gohar@374collective.com
press@yerevanbiennial.org
ABOUT YBAF:
The Yerevan Biennial Art Foundation (YBAF) is dedicated to building a sustainable creative ecosystem elevating the visibility of Armenian culture. Projects are aimed at interconnecting the realism of arts, culture and education with primary goals of supporting local Armenian artists. The foundation has been established to develop and execute initiatives all year round, among them The Yerevan Biennial. This platform exists for public engagement and operates
locally, nationally and internationally. www.ybaf.am IG | @ybafarmenia FB | YBAF Armenia
ABOUT 374 COLLECTIVE:
374 Collective is a PR and brand strategy consultancy dedicated to expanding Armenia’s visibility on a global scale through the cultivation and promotion of creatives, brands and businesses within a multitude of industries. Ranging from fashion, art, music, hospitality, tourism, and more with an aim to amplify the modern culture of Armenia through digital marketing, strategic partnerships and media relations. Www.374collective.com IG | @374collective
ABOUT POMMIE:
POMMIE is the premier destination for high-end Armenian fashion; offering an exclusive collection of highly coveted pieces from leading and emerging designers of the highlands, and conveying a unique narrative that shares brands’ vision and highlights the creativity of Armenian culture. More than just a retailer, POMMIE champions Armenian fashion industry; discovering and nurturing relationships with independent designers, photographers, stylists, models and other industry creatives. Through continued collaboration, providing insight, resources and opportunities to foster their development and maximize their potential on a global market. www.shoppommie.com IG | @shoppommie