For Armenian designer Manuk Aleksanyan, clothing is not the final product but the beginning of the artwork. He brought this concept to life on April 10 at Yerevan Mall with a live fashion performance announcing his upcoming pop-up store, open from May 1 to June 5.
The event combined runway presentation with live art, offering the audience a first look at the designer’s latest pieces while demonstrating his creative process in real time.
Aleksanyan, known for hand-drawing on clothing, painted live on five of nine models during the show, while the remaining four wore pre-painted garments. The concept was inspired by Alexander McQueen’s Spring 1999 runway featuring Shalom Harlow, though Aleksanyan replaced robotic technology with direct, manual execution.
“Drawing is an interesting talent: it gives you the opportunity to express it not only on paper, but in other places,” Aleksanyan said. “In my case, I drew directly on clothes and that changed the DNA of the brand, turning it into wearable art.”
The collection highlights 2026 fashion trends through both color and form. Key combinations range from bold yellow and black to softer tones such as baby blue, lavender and hot pink. Oversized silhouettes, particularly structured blazers with strong shoulders, remain central to the brand’s identity.
“I chose these looks to show not only the trending colors, but also the drawings that are already recognizable for my brand,” he said.
Some of his designs have been worn by public figures including Russian actresses Ekaterina Varnava and Renata Litvinova.
Aleksanyan emphasized experimenting in both technique and color. While traditional tools like brushes and watercolor are commonly associated with painting, he credited graffiti spray as a defining element of his work.
Line art also featured prominently in the collection, along with layered color palettes. Aleksanyan encouraged combining shades within the same color family, noting that subtle variations can transform an entire look.
“It’s interesting how even one color can completely change an outfit,” he said. “I always suggest wearing vivid colors, they make life brighter.”
All garments in the collection are made from cotton, reflecting a focus on natural materials and environmentally conscious production.
The designs also draw on cultural and visual references. Aleksanyan cited inspiration from architecture and cinema, including the work of Sergei Parajanov. Ornamental elements observed on buildings in Republic Square were reinterpreted into graphic motifs.
“I get inspired by buildings, films, everything around me,” he said. “Often, when I walk through the city I look around for inspiration since it can be found everywhere, even in the smallest things.”
A recurring symbol, a stylized female face, serves as a recognizable element across the brand’s pieces, appearing on T-shirts, blazers and accessories.
“When creating a brand, it’s important to have a symbol that people immediately recognize,” Aleksanyan said. “For me, it’s this face of a woman, though my friend Emma insists it’s her, but no,” he added with a laugh.
Black remains a foundational color in the collection, described by the designer as timeless and dominant across fashion, while newer additions such as vivid pink and ice pink reflect seasonal trends. One of the final looks represents a central character within the collection.
Attendees said the interactive nature of the performance enhanced the experience.
“I attended because Manuk Aleksanyan has long been my favorite Armenian designer,” said Mariam Ohanyan, 23. “But the main reason was that this was the chance to see his collection live as a runway performance. Also he announced he would paint on the clothes of attendees who wanted.”
During the event, Aleksanyan also painted directly on audience members who volunteered, further blurring the line between designer and participant. Additionally, to make the selection more impartial, he asked an attendee to choose an audience member to receive a piece from the collection.
Ohanyan said she was surprised by the format.
“When he called it a ‘fashion performance,’ I didn’t expect that he would actually show how he paints live,” she said. “It was interesting to experience the brand firsthand.”
She added that she particularly liked the pieces featuring the brand’s signature face drawings.
“Out of the designs he painted on stage, I liked the ones with the faces the most,” she said. “They have character and feel quite unique: it is something distinctive to the brand, rather than a repetitive pattern seen among other designers.”
Ohanyan noted that she prefers the brand’s T-shirts and blazers, while finding some skirts and dresses less suited to her personal style. She also described the pricing as relatively accessible compared to other local brands.
She added that the designer’s interaction with guests stood out.
“He painted on clothes for everyone who wanted and didn’t refuse anyone,” she said. “He was very kind and professional.”
While many attendees responded positively to the performance and its interactive format, others viewed the designs from a reserved perspective, reflecting differing tastes within the audience.
Anahit Movsisyan, 35, who came across the performance while shopping at the mall, said the designs did not align with her personal taste.
“I prefer a more classic style,” she said. “The drawing on clothes and the abstract cuts feel a bit too much for me.”
Still, Movsisyan said she could appreciate the creativity behind the concept, describing it as expressive and different. To her, it felt more like art than something she would wear every day.
She noted that the live aspect of the performance stood out to her.
“Watching him paint directly on the clothes was interesting, it’s not something you usually see while shopping,” she said. “It definitely makes people stop and look.”
As the performance came to an end, Aleksanyan concluded the event with a message encouraging creative freedom.
“Don’t think that you are not good enough,” he said. “Create, because it is a beautiful and unique talent that should be shared with the world.”
Editor’s Note: The photographs were taken by the author.