Fashion Should Tell Your Story: Interview with Vogue Italy’s Giulia Di Giamberardino
It’s your first time in Armenia. Before coming, what had you heard about Armenian culture and the fashion scene?
Honestly, I didn’t know anything. I only had some information from my colleagues who visited Armenia in 2023 and 2024.
What did they tell you?
They told me that Armenia is a very beautiful country, and that they had seen many stunning locations unlike anything they had seen before - places that evoke warm and meaningful feelings. They said my visit would be an interesting experience for me, and it truly is.
Now that you have seen the collections showcased, what can you say about the Armenian fashion and the Armenian designers?
I’ve discovered many interesting things. The strongest collections I’ve seen so far are those by Ruzane and Themis - I loved their work and their vision. I also found very interesting pieces from Soncess at Cone (concept store in Yerevan), Loom Weaving, and I loved the hats by Ariga Torosian.
I’ve seen so many unexpected and exciting pieces. Honestly, there are many things I would buy and wear. These brands could absolutely do well in the international market.
What made those collections stand out?
Their vision. I'm truly drawn to designs that reflect your culture. Visiting Armenia, I don’t want to see European or American aesthetics translated here - I’m not interested in that. And it’s not that those styles are not good; they’re just not what I came here to see.
I want to see something authentic: your culture, your history, your background - what makes you unique. And it doesn’t have to be folkloristic; in fact, the brands I mentioned are not folkloristic at all. They’ve found a way to be contemporary, modern, and wearable - and that is very important. Designers sometimes forget this. Clothes are made for people - people who should want to wear them and feel good in them.
What shortcomings did you notice in the collections that you think should be improved?
The fabrics and the tailoring - I saw many great, well-made pieces, but I also saw some items that were not as well executed”.
Does this mostly refer to the Armenian brands or the international ones?
Mostly to the international brands, and to some Armenian brands as well.
Fabrics make a huge difference - so, please, be very attentive when choosing them. Good fabrics can elevate even a simple design, not the opposite. If your design is bold but the fabric is poor, it simply won’t work. That’s the point.
From your experience, what guidance o advice would you give to the Armenian designers?
My advice is - do not try to look like European or American designers. You should cultivate your own identity - that’s what makes the difference. When I’m in Yerevan, I don’t want to see a copy of what I see in Milan, Paris, or London. Be yourselves - I want to see your story, your identity, your culture.
What would you like to see next year?
“I forgot to mention this earlier - next year I'd like to see collections that are more focused - sometimes I see too many looks in a single collection.
I heard this opinion last year as well.
When you put too many looks on the runway, you risk losing your message. If I see many looks that are not connected, I wonder - what's the point? What are you trying to express? Every designer should reflect on this.
Please, do less but better. That’s what I want to see next year, because there is a real potential here - a huge potential.
And I understand that working in Armenia is not that easy. If you’re born in Italy, many things are simpler - that’s not the case here. I keep this in mind when I look at collections. When I point out weaknesses, I’m not judging. I try to understand the context , not view Armenian fashion through an Italian lens. I truly believe you can do very well - just don’t overdo it.
