Where it started:
a collision of three worlds.
HAYELI was born from a collaboration between three creative forces: internationally renowned artist Tigran Tsitoghdzyan, fashion retailer Yooto, and designer Armine Ohanyan. The brand was founded by Yooto and Tigran as a response to a world saturated with surface and performance. It wasn't about creating another fashion label-it was about starting a movement. A movement that fuses Armenian heritage, modern surrealism, and the aesthetics of rebellion into every piece. With Armine's conceptual design approach bringing the vision to life, HAYELI became the canvas where art, identity, and fashion collide.
Not just a brand.
A mirror.
We are what we pretend to be.
Brand essence.
HAYELI - a mirror... a reflection... an intimate moment with the self... an emotional reframing… a spark of intuition...
Our vision is an art-inspired approach to fashion and lifestyle - as a filter between our inner world and the outer one. What you wear is an idea, a concept, a dialogue attempt, a form of protection through a reflection. But no mirror reflects without some degree of distortion. So too are the interpretations of an artist influenced by their personal lens. Artists doesn’t merely reflect reality; they reshape it.
Our brand stands for the transformative power of reflection. We embrace interpretation over imitation. Instead of chasing flawless replication, we celebrate individuality, perspective, depth and emotion. We acknowledge that beauty lies not in copying the world as it is, but in refracting it through the prism of human experience. Each garment, each object becomes a vessel: a wearable expression of emotion, thought, memory, and meaning. Every piece tells a story not just of the world, but a paradigm of how one sees it. The style fuses the concept of the artistry, the exclusivity of haute couture, and the accessibility of prêt-à-porter, creating fashion that empowers wearers to reflects and express their most precious selves...
Paris Fashion Week 2025.
The show wasn't just a visual spectacle; it was a confrontation. A reflection of modern image culture, brought to life in motion. HAYELI’s presence at Palais de Tokyo marked more than a launch-it declared the arrival of a new artistic voice in luxury streetwear.
Where it started:
a collision of three worlds.
HAYELI was born from a collaboration between three creative forces: internationally renowned artist Tigran Tsitoghdzyan, fashion retailer Yooto, and designer Armine Ohanyan. The brand was founded by Yooto and Tigran as a response to a world saturated with surface and performance. It wasn't about creating another fashion label-it was about starting a movement. A movement that fuses Armenian heritage, modern surrealism, and the aesthetics of rebellion into every piece. With Armine's conceptual design approach bringing the vision to life, HAYELI became the canvas where art, identity, and fashion collide.
Not just a brand.
A mirror.
We are what we pretend to be.
Brand essence.
Our vision is an art-inspired approach to fashion and lifestyle - as a filter between our inner world and the outer one. What you wear is an idea, a concept, a dialogue attempt, a form of protection through a reflection. But no mirror reflects without some degree of distortion. So too are the interpretations of an artist influenced by their personal lens. Artists doesn’t merely reflect reality; they reshape it.
Our brand stands for the transformative power of reflection. We embrace interpretation over imitation. Instead of chasing flawless replication, we celebrate individuality, perspective, depth and emotion. We acknowledge that beauty lies not in copying the world as it is, but in refracting it through the prism of human experience. Each garment, each object becomes a vessel: a wearable expression of emotion, thought, memory, and meaning. Every piece tells a story not just of the world, but a paradigm of how one sees it. The style fuses the concept of the artistry, the exclusivity of haute couture, and the accessibility of prêt-à-porter, creating fashion that empowers wearers to reflects and express their most precious selves...
Paris Fashion Week 2025
HAYELI made its official debut on March 10, 2025, at the iconic Palais de Tokyo during Paris Fashion Week. The runway presentation introduced 20 conceptual looks, each embodying the brand's core philosophy: distortion, identity, and reflection. Models moved through a minimalist, mirrored space, with projections of Tigran's artwork layered behind them-blurring the line between fashion and fine art.
The show wasn't just a visual spectacle; it was a confrontation. A reflection of modern image culture, brought to life in motion. HAYELI’s presence at Palais de Tokyo marked more than a launch-it declared the arrival of a new artistic voice in luxury streetwear.
Where it started:
a collision of three worlds.
HAYELI was born from a collaboration between three creative forces: internationally renowned artist Tigran Tsitoghdzyan, fashion retailer Yooto, and designer Armine Ohanyan. The brand was founded by Yooto and Tigran as a response to a world saturated with surface and performance. It wasn't about creating another fashion label-it was about starting a movement. A movement that fuses Armenian heritage, modern surrealism, and the aesthetics of rebellion into every piece. With Armine's conceptual design approach bringing the vision to life, HAYELI became the canvas where art, identity, and fashion collide.
Not just a brand.
A mirror.
We are what we pretend to be.
Brand essence.
Our vision is an art-inspired approach to fashion and lifestyle - as a filter between our inner world and the outer one. What you wear is an idea, a concept, a dialogue attempt, a form of protection through a reflection. But no mirror reflects without some degree of distortion. So too are the interpretations of an artist influenced by their personal lens. Artists doesn’t merely reflect reality; they reshape it.
Our brand stands for the transformative power of reflection. We embrace interpretation over imitation. Instead of chasing flawless replication, we celebrate individuality, perspective, depth and emotion. We acknowledge that beauty lies not in copying the world as it is, but in refracting it through the prism of human experience. Each garment, each object becomes a vessel: a wearable expression of emotion, thought, memory, and meaning. Every piece tells a story not just of the world, but a paradigm of how one sees it. The style fuses the concept of the artistry, the exclusivity of haute couture, and the accessibility of prêt-à-porter, creating fashion that empowers wearers to reflects and express their most precious selves...
Paris Fashion Week 2025
HAYELI made its official debut on March 10, 2025, at the iconic Palais de Tokyo during Paris Fashion Week. The runway presentation introduced 20 conceptual looks, each embodying the brand's core philosophy: distortion, identity, and reflection. Models moved through a minimalist, mirrored space, with projections of Tigran's artwork layered behind them-blurring the line between fashion and fine art.
The show wasn't just a visual spectacle; it was a confrontation. A reflection of modern image culture, brought to life in motion. HAYELI’s presence at Palais de Tokyo marked more than a launch-it declared the arrival of a new artistic voice in luxury streetwear.