Some years define direction. Others establish identity. For Rien-à-Porter, 2025 was both.
This was the year when a vision turned into a place, and a place turned into a movement - one that reimagined how lifestyle, culture, craftsmanship, and community can exist together in Armenia.
What began as Maison Marom’s dream to build a new model of lifestyle experience has unfolded into one of Yerevan’s most inspiring cultural stories. As the doors of the new space opened and the first guests stepped inside, it became clear: Rien-à-Porter is not simply another venue. It was the beginning of a new narrative.
Below are the defining moments that shaped this remarkable year.
A New Cultural Address: Opening of the Rien-à-Porter Space in Yerevan
The opening of the Rien-à-Porter Space was a milestone not only for Maison Marom Group of Companies but also for Yerevan’s rapidly developing creative landscape. With its combination of fashion, gastronomy, beauty, design, and curated storytelling, the space introduced a concept that had long been missing in Armenia - an environment where lifestyle is treated as artistic exploration.
From its architectural design to the selection of objects and brands, every detail of the space reflects a philosophy: lifestyle should be immersive, intelligent, and deeply personal.
The inaugural guests described the space as “a world within a world” - a place where every corner invites discovery, where craftsmanship is honored, and where global aesthetics meet local sensibility. It immediately became a destination for thinkers, creators, travelers, and those who seek more than trends: they seek meaning.
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Building a Community: People Who Cherish Aesthetics, Vision, and Values
While the physical space set the stage, the true achievement of 2025 was the creation of the Rien-à-Porter community - a constellation of people united not by profession or background, but by sensibility.
This community grew organically through private previews, curated discussions, and personal encounters between guests and the brands represented at Rien-à-Porter.
The result is a new cultural circle - a group that understands that aesthetics is not superficial, but a language; that values are not accessories, but foundations; and that creativity is not entertainment, but a way of moving through the world.
In an era where culture often feels fast and fragmented, Rien-à-Porter became a place of slow appreciation and shared meaning.
International Names Arrive: Serapian & Magda Butrym at Rien-à-Porter
One of the strongest validations of Rien-à-Porter’s vision in 2025 was the arrival of world-renowned brands whose representatives chose Yerevan - and specifically this space - as the platform for their engagement with Armenia.
The visit of Giovanni Nodari Serapian from Serapian, the legendary Milanese leather goods house founded in 1928 by Armenian-born Stefano Serapian, was both symbolic and emotional.
As the brand is represented exclusively in Armenia at Rien-à-Porter, the visit carried the energy of restoration - a return of heritage to the place of its roots.
During the visit, the Serapian representative led a workshop on the brand’s exceptional craftsmanship, its signature Mosaico weaving technique, and the story of Stefano Serapian’s rise from a young Armenian immigrant to one of Italy’s most respected artisans.
Simultaneously, the space welcomed Amélia Cottez, the Sales Director at Magda Butrym, the Polish designer whose sculptural vision of femininity has reshaped contemporary fashion.
Brand’s presence at Rien-à-Porter marked another milestone: an acknowledgment that Armenia is emerging as a relevant and exciting destination for global brands.
An Immersive Opening Experience: Leo’s Diary
The opening of Rien-à-Porter introduced more than a space - it introduced a story.
The global lifestyle brand Rien-à-Porter has also prepared a special gift for Yerevan. Throughout October, residents and visitors of the capital were invited to experience “Leo’s Diary” – an audio-immersive performance unlike anything the city has seen before.
Equipped with headphones, participants embarked on a poetic journey that began on the rooftop at 1 Northern Avenue and concluded at 35 Pushkin Street – the home of Rien-à-Porter. Along the way, they uncovered Yerevan’s hidden corners, stories, and beauty through insightful narration. The experience unfolded as a heartfelt confession of love to the city and its people – filled with emotion, discovery, and new perspectives.
The story was narrated by Leo the Caucasian Leopard, Rien-à-Porter’s brand mascot. Throughout the journey, Leo guided participants with witty commentary and personal reflections, turning the walk into an engaging and interactive adventure – an invitation to rediscover downtown Yerevan through new eyes (and ears).
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A New Leader, A New Momentum: Hayk Ananyan Becomes the CEO
Another turning point in 2025 was the appointment of Hayk Ananyan as the CEO of Rien-à-Porter.
Founder and designer of the renowned and beloved ANANYAN brand, Hayk Ananyan has recently been appointed CEO of Rien-à-Porter.
For him, Rien-à-Porter is the platform where his ideas can come to life and turn into real projects, as this is a concept that combines global thinking and local identity.
Hayk Ananyan is an Armenian designer and the founder of the ANANYAN brand, founded in 2013. With more than two decades of experience in the field of design, he has become known for creating high-quality women’s shoes that combine tradition and modernity. Hayk Ananyan’s work has been presented at prestigious international platforms, including Mercedes-Benz Fashion Week Tbilisi, White Milano in Milan, Festival of Russian Fashion, and Fashion Forum Yerevan, and has been published in renowned international magazines such as Grazia, KALTBLUT, and Elléments Magazine.
Hayk’s direction marked the beginning of Rien-à-Porter’s second phase: moving from launch to long-term cultural development.
“Nothing to Wear” campaign
The “Nothing to Wear” campaign, launched with the bold tagline “DO YOU REALLY HAVE NOTHING TO WEAR?”, reimagines one of fashion’s most cliché phrases as a cultural and emotional state rather than a literal wardrobe crisis. Through graffiti interventions, distinctive packaging, and collaborations with influencers, Rien-à-Porter turns the paradox into an experience that reflects today’s fashion psychology. The campaign explores the paradox of choice, where “nothing to wear” emerges not from absence but from an overwhelming abundance; the idea of existential fashion, where every outfit becomes a question of identity; the tension between time and self, revealing that the crisis is often about inner misalignment rather than clothing; a mirror philosophy, showing how every garment can feel simultaneously “enough” and “not me”; and temporal irony, where yesterday’s perfect outfit becomes today’s impossibility. Together, these layers position the campaign as a contemporary cultural commentary - playful, provocative, and deeply relatable.
Looking Forward: The Shape of Things to Come
If 2025 was about foundation, then the years ahead will be about expansion - conceptual, cultural, and international.
Rien-à-Porter’s future is already taking shape through new global brand partnerships, a growing calendar of immersive cultural events, collaborations across creative industries, expanded community programming, and narrative-driven experiences that push the boundaries of lifestyle.
But above all, the vision remains the same: to create a space where aesthetics become culture, and culture becomes a way of life.
As 2025 comes to a close, Rien-à-Porter stands not only as a lifestyle concept, but as a symbol of creative ambition - a place where the future of Armenian cultural expression is being written in real time. And the next chapter is only beginning.
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