Since creating her brand during the global pandemic and overcoming the initial challenges of entrepreneurship, including managing budgets and sourcing fabrics and productions, Nensi Avetisian has been working tirelessly to consolidate her fashion brand, built on values such as upcycling and sustainability. The Armenian designer is now launching her new summer drop, Kuyrikner, inspired by the concept of sisterhood, a deeply rooted phenomenon in the culture of her home country. We speak with her to learn all the details of this new launch, ask her about the current fashion scene in Armenia, and learn who has been her main supporter during the creation of her most personal project.
“I’m currently working with a communications agency called Pontem Studio,” she says when asked about the people who have helped her convey and communicate her vision of fashion in the last few years. These industry professionals, including Victor Zatikyan, who photographed the just-released White Summer Drop campaign, have understood Nensi Avetisian’s visual identity and have become a network of trusted collaborators. This network is now expanding with the creation of the brand’s website, an important milestone for the project that allows consumers to immerse themselves in the designer’s creative universe.
Hello Nensi, welcome to METAL! How are you, and where are you responding to us from?
Hi, thank you for having me! I am currently in Yerevan, Armenia, in my studio.
Working between tradition and experimentation, your label, Nensi Avetisian, investigates Armenian heritage through the lens of contemporary culture. When did you create your fashion brand? Have you always dreamed of starting a business in the fashion industry?
I started the brand during the COVID pandemic. I originally planned to intern abroad, but travel restrictions kept me from leaving the country. Around that time, I began receiving orders and earning a bit of money from my work, which made me think that maybe this was the right moment to launch my own brand.
What were the first challenges you had to face when launching your project?
I’ve always funded the brand myself and haven’t brought in any investors, so the growth has been gradual. But I actually appreciate that, as it allows me to grow alongside the brand, with each step being intentional and thoughtful. Of course, one of the biggest early challenges was managing budgets, sourcing fabrics, production and the shoots.
Making sustainability a fundamental pillar of your fashion vision and embracing upcycling since the brand's inception, one of your main goals is to preserve and reinterpret Armenian heritage through a contemporary, wearable lens. Could you tell us more about this purpose?
From the very beginning of the brand, upcycling has played a key role in my creative process and has significantly influenced Nensi Avetisian’s visual identity. Sustainability remains a core value for us, even if it’s not always immediately visible in the finished pieces. Whenever possible, we reuse our toiles, incorporate deadstock materials like fabric and leather, and, most importantly, produce most of our items on a made-to-order basis, helping us avoid excess production and reduce waste. At its core, the brand is also a possibility to share my cultural heritage on a wider stage. Rather than mimicking Western fashion norms, I seek to contribute to the broader conversation by bringing a perspective that is rooted in my own background and lived experience.
And what do you think of the Armenian fashion scene? Does anyone in your family work in this sector?
No one in my family has a background in fashion. The industry here is still in its early stages, like a newborn. There are only a few designer clothing stores here in Armenia, and most people tend to prefer well-known luxury brands with visible logos. But over the past two years, we’ve started to see growing interest from the local market, and that’s definitely something to feel encouraged by.
You also draw inspiration from the culture of your home country for your new collection, Kuyrikner, which means "sister" in Armenian. What was the starting point for this launch, and how long have you been working on it?
The white summer drop was inspired by the concept of sisterhood, a deeply rooted phenomenon in Armenian culture. I’ve seen grandmothers, aunts, and sisters — often widowed or divorced — living together, sharing a home shaped by memory, routine, and an unspoken understanding. It’s a quiet bond I also share with my sister Bella. We navigate our daily lives side by side, reflecting that same silent connection. This intimate dynamic influenced both the design of the garments and the mood of the shoot.
This small summer drop includes four all-white looks, referencing the sisters in Sofia Coppola's The Virgin Suicides. Are film references often present in your mood boards?
Definitely, the SS24 collection was based on the idea of juxtaposition of Paul Schrader’s Mishima: A Life in Four Chapters with Avetik Isahakyan's Abu Lala Mahari. Radical thinking and making daring decisions served as the common thread uniting the heroes of both the film and the book.
The campaign was photographed by Victor Zatikyan. What was it like working with this team? Are there any anecdotes from the shoot you'd like to share with us?
It was a fantastic experience; the team was incredible. We started early, around 7:00 AM, and wrapped by 2:00 PM. Everyone was kind, humble, and genuinely grateful to be part of it. I’m especially thankful to everyone who contributed to the shoot. There’s one shot of Flora standing near a large tree with a dog beside her; that dog wasn’t part of the plan! He just wandered over and ended up staying with us for nearly three hours, like an unexpected fifth model. We even have some fun behind-the-scenes photos with him.
Do you work on your own, or are there any people who support you in your journey?
I’m currently working with a communications agency called Pontem Studio, a small but talented team made up of Egor, Bridget, and Zarina, who reached out to me earlier this year. They’ve been helping me shape the brand kit, merchandising plan, PR, and sales strategy. We’re also working on a new project together that I can’t reveal just yet, but I believe it’s going to be something special. They’re incredibly kind and inspiring — definitely one of the best connections I’ve had this year.
At the end of 2024, you launched your website https://nensiavetisian.com/ . “Some items are made to order, but don't worry; we prepare them quickly for you,” you said back then. Who is your target audience?
Actually, I’m very proud of our website; it was an important milestone for the brand. We managed to include some features I haven’t seen anywhere else. For example, each product page includes the inspiration behind the garment, offering more context and meaning to the piece. At the end of the shopping experience, the client receives a box with beautifully arranged pieces presented as a collage — it’s like receiving a piece of the story, not just clothing. My target audience is conscious women between the ages of twenty-five and forty-five, those who value thoughtful design, quality, and storytelling.
And one year before, in November 2023, you contributed to a collective exhibition in Paris alongside other artists exploring themes of space, time, and cultural identity, didn't you?
Yes, it was an exhibition organised by Patrick Bienert and Suzanna Spertsyan, and I’m truly grateful to them for inviting me to be part of it. It was also my first time in Paris, and I completely fell in love with both the city and the whole experience. At the exhibition, I showcased my long structural bag. Since then, I’ve pushed the design even further — creating even longer versions that will be featured in an upcoming exhibition here in Yerevan.
Who would you love to see wearing one of your pieces?
That list is quite a long one! I’d love to see Björk, Cate Blanchett, Georgia May Jagger, Léa Seydoux, Solange Knowles, and Cher, just to name a few. They all have such distinctive styles and strong identities, which I really admire.
Is there anything you can tell us about your next projects and launches?
I would say stay connected; there are more to come!
