IN FRAME 

Many times in my life, I had a plan: if I ever got lost or tired, I would go to India to meditate, to step away from the life I used to have, to relax my mind and eyes, to think or not think at all. My personal ashram became Armenia. I felt quite calm after coming from Italy. The city appeared to me free from the superstitions of the contemporary trendy world - instead, reminds me of something more fundomental, like home. I decided to stay longer and focus on researching of possibilities of producing my own label. I wanted to realize my idea of a Modular Travel Bag, which could be transformed from one big bag into different smaller bags for people who travels a lot and can’t be limited by one “backpack” in the trip. It is for people who are interested in experiense interactive design or story telling products as well. Constructor.Studio Bag. Living in Yerevan after awhile i started to feel lack of shopping, but couldn’t see anything suitable for me around. So, i started making my own clothes and made-to-measure for friends. Clean lines, minimalistic aesthetics, using high-quality fabrics. The brand calls LOCALS°. I am thankful that I could make so many good things happen here. This city gave me the space to learn, grow proffesionaly, and pursue what I had always dreamt of. Who knows where we will meet next?

Hi, I'm Anna at home, "Glaz" (inspired by a character from the book To Kill a Mockingbird—a little character who dressed like a boy) to my old and gold homies, and "Kamunts" on stage ("Քամունց" is derived from my old last name, meaning "from the wind." My father shared a legend about it, and he once dreamed of changing our last name to embrace this heritage). I'm also the mommy of two girl kitties. What's weird is that I have so many names, but they don't; they're just "pss pss." So, I'm not good with names—call me whatever you want. I'm always happy to discover something new about myself. What can I tell you about me? You can definitely gift me a plant on my birthday; I will be very happy. The older I become, the more plants should be around me. If they're mushrooms, even better! I'm from Vanadzor, the city of rock. Every single weirdo there had a studio with a full drum set, and every three people had their own band. I hope it's still like that. So, I moved from this vibe to Yerevan to study some maths because I was always planning to rob a bank and had these romantic views about programming, but I ended up in a usual IT company with anxiety problems. Yeah, life was never easy for me, and I'm not a very privileged girl. What has always kept me alive is music. When I was a child, I struggled with a fear of silence. I couldn't sleep without music; it's my safe space. We were always fighting about this at home, so I've been fighting for music since childhood. Then I met Holly. Together, we started our project, Jrimurmurner. It gave me a sense of purpose, making everyday life more meaningful. I had that feeling that we could touch someone's soul with our lyrics and music. Then the music in the city became louder and louder. Sound systems resonated deep inside me, and my crazy addiction to dance brought me to the decks, where I'm not dancing but making others dance. It is to feel a certain kind of spiritual release, because of course, we are never truly free in this world, but this brief feeling means so much to me. It's like you're letting out your demons and fighting against them. I started to produce electronic music and DJ, and I really think this is my dream despite all the walls and difficulties. It's not about power, not about being famous, not about success; it's about something deeper inside. I think it's really magical. Music is pure magic.

Sovereign woman, iconoclast, mother of two, sister to many. Decolonization is a way of life that requires us to remember that we are all connected and if we can hold that close, maybe we will find our way home, where sovereignty and community grow in sync. For me the first step was the realization that pregnancy and birth are the natural states of being in a female body, that are meant to be ceremonial rites of passage for women. Once I reclaimed my innate right to birth outside the system, I could no longer bypass and default my power away... Patologizing our bodies and mind serves so many institutional purposes, it has fueled and created massive industries, that are designed to take the agency away from people, esp. women, creating the illusion of safety. Industrialized birth is a trauma-based initiation ritual, the result of which is a world full of multiple generations of people who lack the capacity to even discern their own subjugation and abuse. We need to stop this vicious circle to heal and not to transmit the trauma to the next generation.

Sayat-Nova (Armenian: ՍԱՅԵԱԹ-ՆՈՎԱՅ; Georgian: ᲡᲐᲘᲐᲗᲜᲝᲕᲐ; Azerbaijani / Persian: سایات نووا ) was an Armenian 17th-century troubadour known for his love songs, which were written mainly in Armenian, but also in Persian, Georgian and Azeri Turkish. Einar is an Armenian-Azeri, who was born and raised in Georgia. This photoshoot took place during Azerbaijan’s invasion of Armenia in September 2022. This is as far as Ruslan Nasir’s AW2022 called «My Old Man» can go: we’ve been encapsulating rivalrous bloodshed in a body of one here, forever.

My name is Vardi Muradyan and I am a fashion designer. I was born in Yerevan, where I also found my brand 70V3. My approach consists of the expressive elements of clothing. It is how I tell the stories of love, danger, and transformation. By viewing the human condition as a main source of inspiration, I created Second Skin, People Must be Punished (PMP), Sweet Sinner, and other conceptual clothing collections. As a firm believer in the power of collaboration, I have always appreciated working with creatives from diverse backgrounds. Musicians, experimental theatre productions, and film and video projects are some of the spheres that have the most experience. Recently, I took part in Ye's production team at the Rolling Loud Festival, a creative shoot for Mugler, the music video for Fein by Travis Scott, worked with Next Models Agency in LA, and more. I am currently concentrating on the work I do with new contemporary artists.

Hello, I’m Merie Hamzyan, a fashion model. Throughout my career, I’ve had the privilege of working with a diverse range of designers, stylists, and photographers, each experience adding depth to my craft and perspective. Beyond the runway, I find solace and joy in the great outdoors. Whether I’m shredding the slopes on a snowboard, losing myself in the rhythm of dance, or exploring new landscapes through travel and hiking, nature is where I feel most alive. Last year, I discovered the power of meditation, finding it to be a transformative journey that nourishes my spirit and brings balance to my life. In essence, I’m a model, a nature enthusiast, a spiritual seeker, and a lover of life’s spontaneous moments—a true embodiment of living authentically and passionately.