Taking CENTER Stage Campaign

Today, we don't look back, we push our culture forward.

Following the devastating war that took center stage in Armenia last year, the campaign serves as a tribute to the country, instilling hope for a brighter future. The uplifting fashion film presents a rejuvenating take on the vibrant city in the Caucuses highlighting cultural landmarks and the ultra chic Alexander Hotel, as it follows the cast of six from Yerevan and Los Angeles spend their afternoon before arriving at their final destination. Styled in bold looks featuring The Muse, Ariga Torosian, Soncess and Fem, empowering a new attitude for a new tomorrow.

The premier dual-city campaign photographed in Yerevan and Los Angeles by David Mushegain and Lusine Grigoryan, directed by Nar Levoni with Yerevan duo-team Maria Sargsyan and Mushegh Khachatrian, is a celebration rooted in heritage, individuality and diversity; demonstrating the power of collaboration.
“Supporting and elevating designers, artists and creative is critical as purveyors of our culture... The success of any one Armenian is the success of our country; and why it was important to be a part of POMMIE, as the first project truly aimed towards fulfilling this mission.” said Armine Harutyunyan, model and star of campaign.

“Supporting and elevating designers, artists and creatives is critical as purveyors of our culture... The success of any one Armenian is the success of our country; and why it was important to be a part of POMMIE, as the first project truly aimed towards fulfilling this mission.”

— Armine Harutyunyan, model

Photography by David Mushegain and Lusine Grigoryan