What is the idea behind your brand name? What does Soncess mean to you? It is not something that you can learn or get with a degree, if you do not already have it as a part of your inner world. However, later on it turned out that it just runs in my blood, you know. We would spend a huge amount of time, designing, choosing different fabrics and sewing various pieces of clothing, but I never ever imagined that this will become my profession one day.
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From a young age she would teach me how to sew and choose outfits that fit well together. Everything started with my grandmother, who was an incredible tailor. Even the degree I possess has nothing to do with what I am doing now. Yes! I have always had a big enthusiasm and love towards the fashion world, but I have never thought that I can pursue my career in that specific sphere. Have you always been interested in design/art? How did your love and passion start? Sona’s brand, Soncess, is as flamboyant and sunny as her own personality, which plays a great role by reflecting the sparkle inside herself. She has been contributing to the industry since 2008 until now, with a little gap in between the years. She established herself with a powerful image of a woman in the Armenian fashion industry. One of the notable members of the FDC is Sona Hakobyan, who is known for her asymmetrical dresses, baggy pants and iconic Lego bags. But on the bright side, the FDC has already started gradually expanding the fashion industry both in and beyond Yerevan. However, it is a bit more challenging for them to put their works out there, since they do not have enough opportunities and products. For example, in Vanadzor, there are two young women who carefully choose materials and fabrics to create pieces that mirror their inner worlds. Recently, new little ateliers have popped out outside of the capital for clothes as well as jewelry. For the most part, the industry only exists in the capital however, the FDC is working on spreading fashion in other cities, too. Since we lack a proper fashion education in Armenia, it is the greatest chance for all the fashion figures to be involved in the forum and expand their horizons in the sphere.
It started changing history with the birth of the annual fashion forum in Yerevan in June 2018, which gathered not only designers, but students, journalists and photographers. FDC is also trying to educate the new generation as much as possible by including a lot of assistance from international specialists. The biggest one of them is 5 Concept, which gives opportunities to cooperate and display their creations to every designer wishing to do so.Īnother big step forward was in 2017 when the Fashion and Design Chamber of Armenia (FDC) was established, the very first organization aiming to develop the fashion industry and encourage designers to overcome the challenges they face. The stores contain clothing lines, jewellery and accessories. Now there are 3 main multi-brand designer shops, 5 Concept, Cocos Island and Made. Three years ago, the very first concept store that was selling different clothing made by more than 50 Armenian designers in Yerevan opened. So what is happening in the local fashion industry today? The famous Vernissage market in the late 1990s carried some of those well-loved magazines. Each magazine was virtually priceless and used to travel from fan to fan. Later, because of the limited market, every neighborhood in the newly-independent Armenia had its own little fleet of couturiers, the fans of the most popular fashion magazines of the time. Ask a member of the older generation who lived under Soviet role and they would tell you about extraordinary Armenians they knew who expressed themselves creating outfits from scratch. YEREVAN - Some may think of Armenian fashion as being fairly conservative, especially when they associate it with the traditional famous carpets.
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