I am Lucine Ayanian, a seasoned marketing professional who has evolved into a devoted fashion expert. With a cosmopolitan journey spanning Zürich, Tallinn, and Yerevan, I embody a cross-cultural perspective that enriches my work. Holding degrees in Economics and Marketing from Riga’s International School and Fashion Design from Tallinn Design School (with further studies at London College of Fashion), my expertise lies at the intersection of business and style.

Drawing upon over 15 years of experience in the fashion realm, I have seamlessly transitioned from creative exploration to retail dynamics. My voyage includes a tenure as a TV-host for Estonian state channel ETV+, where I pioneered the fashion show “Creative.” Simultaneously, I took on the role of chief wardrobe stylist for the channel. My sartorial chronicles come alive on Lucine’s Blog, offering a candid reflection of my personal style.

In 2017, I embarked on a mission close to my heart – the launch of HAY-HAY. This innovative venture champions emerging Armenian brands globally, celebrating the distinctive charm of our heritage. Alongside, I am honoured to serve as the Head Stylist at Emerging Talents Milan, where my expertise shapes the shows that highlight promising talents.

Today, I thrive as a freelance stylist, educator, and fashion authority, contributing my expertise to diverse projects.

Thank you for joining me on this journey, where my passion for fashion intersects with a wealth of professional insights.

Best regards,

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