Are we the image we see in our reflection, or the one we invent?
In a world shaped by digital technology, where perception oscillates between reality and illusion, the line between who we are and how we present ourselves blurs.
Meet HAYELI @hayeli.nyc , a brand-new label that burst onto the scene with its Fall/Winter 2025 debut at Paris Fashion Week @parisfashionweek . If you’re ready for a sleek fusion of refined tailoring, rich textures, and a dash of cultural flair, keep reading. This was not your typical runway show—think vivid color blocking, dramatic silhouettes, and a whole lot of attitude. Let’s dive in!
Meet the Brand: HAYELI & the Visionary Behind It
The artistic director of the brand HAYELI is Armine Ohanyan.
Today, HAYELI (“mirror” in armenian), a new brand born from this collaboration, pushes the boundaries of perception. Clothing transforms into reflective spaces, balancing between matter and illusion, movement and transformation. Turning into mirrors, they challenge the very notion of identity, what we reveal to others and what we conceal, until they become filters in their purest form.
The Runway Show & Collection
The silhouettes move as in a ballet of light and shadow, sculpted by cutting-edge techniques: artisanal screen printing, liquid organza, lenticular fabrics and laser-cutting turn textiles into a second skin, where the image constantly shifts. Some garments, incorporating screens, blur the line even further between the body and its digital double.
Inspired by Tigran Tsitoghdzyan’s picture-like works, this collection questions the era of appearances: are we stuck in our own reflection, or are we in endless movement?
Dramatic Silhouettes & Bold Textiles
ILIA believe in skin that looks like skin—and radiance that comes naturally. With transparency as a guide and color as a vehicle, ILIA is proud to sign its first partnership with Maison Armine Ohanyan during Paris Fashion Week, showcasing the brand’s bestsellers with potent formulas that protect and revive the skin and latest launches to create something radically new: the Eye Stylus and Limitless Lash Mascara Brown.
MILBON
Find your beauty/ To live beautifully
Driven by this idea, we shape our world at Milbon. Hair defines our personal beauty – how it feels, how it is styled or how smooth it is. It sets the standard for our personal radiance. Every person’s hair and beauty are unique
About Armine Ohanyan
Armine Ohanyan is a French fashion designer of armenian origin. Born in Armenia in 1990, her creations are inspired by her history and the richness of her culture. After studying at the State Academy of Fine Arts in Yerevan (2006-2011), she continued her education at the Ecole Nationale Supérieure des Beaux-Arts in Lyon (2011-2012) and then at the Estah Fashion School in Paris (2014-2016).
From 2012 to 2013, she worked as an assistant pattern maker for the Arasa Morelli Couture House in Geneva, Switzerland. In 2016, she won first prize at the E-Fashion Awards international fashion competition and launched her own brand. In 2017, she received the Public Prize at the Fashion Tech Expo at the City of Fashion and Design, and in 2018, the Jury’s Favorite Prize at the International Festival of Young Fashion Designers in Dinan. Furthermore, in 2021, the Ministry of Culture awarded her a prize for the digital and sustainable development of the craft and fashion industries. She is also a finalist for the Grand Prix de la Ville de Paris. The brand was founded in 2017 with Thibaud Leportois, who handles all the commercial and strategic aspects of the brand. From the beginning of her brand’s creation, she has dressed celebrities such as Chloe and Halle, Aya Nakamura, Slimane, Dorothée Gilbert, Hina Khan, Lara Fabian, and many others. In 2022, she was invited by the Première Vision Made in France exhibition as an emerging designer to showcase her collections entirely made in France. In 2023, she was invited by the French Embassy in Saudi Arabia and in 2024 by the French Embassy in Indonesia as part of the French delegation for conferences and mentorship sessions in each country. In 2024, she was invited by the prestigious ISETAN TOKYO department store to present a joint exhibition between art and fashion with Japanese artist Kiichiro Ogawa. Since 2023, she has also been teaching at fashion schools in Paris.
Her creative process is fueled by a desire to preserve traditional craftsmanship while giving it an exceptional dimension through NEW TECHNOLOGIES, such as laser cutting, thermoforming, 3D printing, etc. A large part of the collections is designed using unused materials sourced from luxury brands. She embraces the concept of ZERO WASTE by creating limited-edition capsule collections in collaboration with artists or artisans and expresses a new way of conceptualizing fashion while highlighting craftsmanship and MADE IN FRANCE.
About Tigran Tsitoghdzyan
Tigran Tsitoghdzyan is a New York–based Armenian artist. He began painting at a very young age. Identified as a child prodigy, Tigran began exhibiting his paintings internationally when he was 10 years old. He primary arts training continued in Armenia until graduating from the Yerevan Fine Arts Academy in 1999. He studied at the Ecole Cantonale d’Art du Valais in Switzerland in the 2000s and worked in Europe and South Africa before moving to New York City in 2009.
In the last decade Tigran has become one of the most celebrated Armenian artists, working with renowned galleries, foundations, auctions and art institutions, and his work has been featured in top international art fairs, biennales and festivals.
Tigran’s art has always evolved around humanity with the emotions and inner struggles, fears, traumas, love and hate that people face being at the core of the artist’s oeuvre. The fascinating progression of Tigran’s paintings is connected to Tigran’s life experiences as an Armenian, father, immigrant, and artist. His art is urgent and relative. While his work is modern, Tigran is always loyal to classical art. His paintings draw on iconographic Renaissance paintings, multi-figure monumental works, and Hellenic reliefs depicting Gigantomachy. This aesthetics is traced from Tigran’s earliest works and has become bolder as Tigran’s works progress.
About YOOTO
Redefining Luxury, Bridging Fashion and Art
As part of the Canadian-based Nork Group of Companies, founded by Norayr Khachatryan, YOOTO operates across multiple countries and regions, embodying a vision that transcends fashion. With nearly 30 years of industry expertise, the group has been at the forefront of curating world-renowned luxury and fashion brands, bringing them closer to discerning clientele while seamlessly intertwining fashion with artistic expression.
Guided by the group’s vision—”Create a world where excellence and innovation drive sustainable growth”— YOOTO is committed to shaping a future where fashion is not merely a reflection of style but a catalyst for progress. With a steadfast dedication to innovation and global expansion, YOOTO continues to evolve, redefining the luxury landscape with a bold, forward-thinking approach.
HAYELI’s story is just beginning, and we’re all here for it.
