The Spanish brand NOUMAN presents a capsule collection that gives a voice to a new generation in Armenia that is suppressing its own identity and creative freedom. During the creative process, the Nouman team had the opportunity to travel to Armenia to access the historical archives and talk directly with the youngsters. With the collection the brand portrays the attempts of youngster trying to break free, as Armenia is a very closed country, but with respect of their national heritage.
Nouman has managed to link these historical references with contemporary streetwear garments that bring the concept of a new Soviet hero. “For many people Armenia is unknown territory, what do we know about the country? But also, how do the young people of Armenia look to the world. Growing up in a country where international trade is closed of for many small companies, gives you a very small perception on the world. So we wanted to integrate Armenian history in a modern streetwear collection, where youngsters all over the world, especially Armenia, are able to express themselves” – Victor Nouman
It is the first time that an Armenian fashion company is working with an international brand to generate an aesthetic that links the Soviet tradition with the concerns of the new generation. The collection is the result of a collaboration between the luxury boutiques La Galleria and Tumo Studio. The bet is risky for all partners and has generated a lot controversy in a country where there are still certain taboos when it comes to expressing yourself and showing your identity.
With Aron Piper as face of the collection, it will launch in Armenia with a series of events and concerts and it will be available at the NOUMAN store in Madrid and on the NOUMAN website starting next week.
NOUMAN X LA GALLERIA X TUMO STUDIOS Model: Aron Piper
Photo: Aitana Valencia
Stylist: Carla Cristallini
Make up: Miky Valles