*Interview
AYANI
- Crafting Sustainable Wardrobes for the Modern Woman
written + interview Sarah Arendts
Founded in the bustling metropolis of Berlin in 2018, AYANI has quickly emerged as the ultimate fashion destination for the modern woman. Under the creative direction of its founder, Ani Bagdasaryan, AYANI strives to provide an effortless "5-minute work wear fix" that embodies style, comfort, and responsibility, allowing women to focus more on the things that truly matter to them.
AYANI's unique brand ethos is centered around crafting dresses that encapsulate the essence of a woman's daily routine – versatile, functional, and tastefully stylish. Characterized by flattering shapes, vibrant hues, generous pockets, and perfect lengths, the brand offers the ideal sartorial solution for women who value both aesthetics and convenience.
The brand proudly upholds the ethos of sustainable fashion, ensuring their pieces not only look and feel good but also respect the planet.
From the use of eco-friendly fabrics to supporting ethical production methods, AYANI is a testament to the seamless marriage of fashion and sustainability.
With a strong focus on community and a commitment to making a difference, AYANI goes beyond being just a clothing line. It's a community of driven women, a contributor to social causes, and a passionate advocate for sustainable living and slow fashion.
Sarah Arendts
What inspired you to start AYANI and how has your Armenian heritage influenced your design and business approach?
Ani Bagdasaryan
The inspiration behind AYANI is rooted in the realization that the women's workwear market is shockingly underserved and lacking in options that truly cater to the needs of modern working women. Women invest at least 50% of their time in the workplace, and yet an absolute majority of clothing options available in the market are geared towards casual wear, falling short when it comes to meeting the demands of professional work settings. Having personally experienced this scarcity of suitable choices, I felt compelled to create a clothing brand that addresses this gap.
Speaking about my background, the Armenian culture has profoundly shaped the heart and soul of AYANI. Firstly, my Armenian heritage has filled me with a deep appreciation for craftsmanship which serves as the cornerstone of my design ethos. Secondly, growing up in an Armenian family, I was instilled with the belief that true happiness lies in helping others, and this principle profoundly influenced the way I approach my work. In embracing the spirit of community and genuine care for our partners and clients, I foster a compassionate and empathetic approach that drives us to create a brand that deeply resonates with our customers' aspirations and empowers women in their daily lives. The strong community values present in Armenian culture have led me to place a paramount emphasis on our customers' needs, valuing customer wishes over profit.
How does AYANI address the needs of the modern woman through its unique "5-minute workwear fix" concept?
Our "5-minute workwear fix" concept encapsulates my dedication to empowering the modern woman with versatile and time-efficient fashion choices. We recognize the dynamic lifestyles that many women lead today, often balancing multiple roles. With this in mind, we endeavor to reflect a harmonious fusion of elegance and practicality in our designs, offering affordable luxury that transcend traditional workwear, enabling women to effortlessly transition from client meetings to weekend trips and celebratory occasions.
Our aim is to provide the modern working woman with a well-rounded wardrobe that meets her diverse needs, offering functional and stylish options that resonate with her sense of style and practicality.
Can you share your thoughts on why AYANI focuses exclusively on dresses and how it contributes to a woman's confidence and comfort?
AYANI's exclusive focus on dresses is a conscious decision rooted in my belief that dresses are inherently versatile garments. With dresses, there's no need to spend time matching tops to bottoms, allowing women to effortlessly slip into a complete outfit. Also, when thoughtfully designed, dresses offer unparalleled freedom of movement and utmost comfort, making them, in my opinion, far more comfortable than any other piece of clothing. By concentrating on this stylistic staple, we can refine our expertise, ensuring that every design embodies the highest standards of comfort, elegance, and functionality.
I truly believe that dresses have the unique ability to evoke a sense of empowerment and ease. A well-designed dress can accentuate a woman's natural beauty and highlight her best features, giving her a sense of empowerment and self-assurance. This is clearly visible in our designs. Moreover, an elegant and flattering silhouette of a dress can enhance a woman's posture and body language, creating a poised and confident demeanor. There is no doubt that when a woman feels confident in her appearance, it strikingly radiates through her interactions and adds to her overall sense of confidence.
Could you tell us more about your choice of sustainable fabrics and the role they play in AYANI's mission towards eco-friendliness?
Our choice of sustainable fabrics is both a reflection of our commitment to eco-friendliness and a response to the prevailing disregard for the environment within the fashion industry. To achieve this, I carefully select a handful of eco-friendly materials for my collections. In particular, Viscose Ecovero holds a special place in our sustainable fabric choices. This innovative fiber is derived from sustainably managed wood sources, primarily from certified and controlled wood forests. The production process of Viscose Ecovero boasts an impressively low environmental impact, utilizing efficient resource management and closed-loop manufacturing, which significantly reduces water consumption and carbon emissions compared to traditional viscose production.
It is important to mention that our commitment to sustainability extends beyond fabric choices. From buttons to care labels, we diligently select sustainably made alternatives to conventional options. As a brand dedicated to continuous improvement, with each new collection, we strive to elevate the sustainable profile of our garments and minimize our garment's impact on the environment.
AYANI appears to be much more than a clothing brand, with strong emphasis on community and social causes. Could you expand on these aspects of your brand?
Beyond being a clothing brand, AYANI is an embodiment of my belief in the transformative power of fashion. In my opinion, the lack of options for women in the workwear market is not just a mere oversight but a larger representation of the unaddressed needs and aspirations of women in their professional lives. A prime example of how we strive to tackle this issue is through AYANIWomen talks. These are a series of enlightening discussions and free knowledge-sharing events organized by us in the past. Dedicated to nurturing various skills that enhance female confidence, our talks encompass diverse topics, ranging from financial literacy to developing strong presentation skills. The great success of these events has inspired us to continue organizing more such engagements in the future, growing the sense of community that lies at the core of AYANI's values.
Furthermore, AYANI actively engages in supporting social causes in Armenia in the fields of education, environmental conservation, and women's empowerment. We are proud to have supported several meaningful initiatives, including local environmental activists, who in 2019 worked tirelessly to stop the development of the Amulsar gold mine and to save the precious ecosystem surrounding it. In 2020 during the war we have actively donated to charities dedicated to helping displaced women and children affected by the war that Azerbaijan unleashed on the independent region of Nagorno-Karabakh (Artsakh) with predominantly Armenian population. Recently, we made a significant contribution to an NGO that worked towards providing a semblance of normality to Armenian children living in Artsakh, a region currently blockaded for over 300 days by the Azerbaijani government. I am deeply moved by the inhumane circumstances these children face, with limited access to food and basic necessities, unable to leave the region and for many to reunite with their relatives.
I strongly believe that every business (and person) can make a difference in the lives of others not only choosing with whom they work but also by contributing part of the profit to causes they support. I am humbled by the opportunity to contribute to these critical causes, and it remains an integral part of my brand philosophy to continue making a positive difference in the lives of those in need.
As a supporter of the slow fashion movement, what are your future plans to promote sustainability and a mindful approach to living through AYANI?
Above all, our foremost commitment remains focused on prioritizing the creation of timeless and enduring designs that transcend passing trends. We are resolute in crafting clothing that women genuinely desire to wear, infusing each piece with purpose and a problem-solving intention. As we continue to evolve, our intention is to maintain deliberately small collections, offering only a handful of styles each season, in a fervent bid to combat overproduction and thereby reduce our environmental impact.
This approach serves a dual purpose, as it not only aligns with our sustainability goals but also serves as a catalyst in educating our cherished customers about the merits of a thoughtfully curated wardrobe over an extensive one. By fostering a conscious consumer mindset through education, we endeavor to liberate our clientele from the allure of fast fashion and nurture a profound appreciation for long-lasting, high-quality garments. In doing so, we want to redefine the narrative of fashion consumption, inspiring a shift towards mindful choices and a deeper connection to the intrinsic value of enduring style.
Needless to say, transparency and responsibility will continue to guide our actions. We will continue to work directly and closely with factories having a safe work environment and where every person is receiving a fair wage. We will also amplify our efforts in raising awareness about sustainable fashion and the environmental impact of consumer choices. Through various initiatives, we seek to empower our customers with the knowledge to make informed decisions and embrace mindful living.
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