Interview | Artuyt: A Masquerade of Fashion & Art

When one is abroad, it's inevitable to visit at least one of the country's distinguished museums, curious to explore the art scene and history. There’s also the one part we are usually ashamed to admit is one of our favorite aspects of museums, the gift shop! My favorite memorabilia was bought from museum gift shops; my beloved Venus tote bag from the Uffizi Gallery in Florence, or the miniature statue of David that sits on my mom’s dresser. In Armenia, it was once a rarity to find products that were inspired by Armenia’s rich art scene. This is Artuyt’s mission, to create high-quality pieces that not only look unique and beautiful but also serve as a gateway into Armenia’s art world: providing an opportunity for tourists, diaspora Armenians, and native Armenians to wear wonderful art and appreciate its diversity. I was curious to know how Arevik Arakelyan had gotten to this point, and what led her to realize her dreams.

LD: What is the backstory behind your brand? How did you come up with the name?

AA: Artuyt was born out of my passion for Armenian art and a desire to share it with the world. The name 'Artuyt' is inspired by the name of an Armenian bird and also includes the word 'art,' symbolizing our mission to blend Armenian culture with fashion.
 

LD: What inspired you to merge the art and fashion worlds? What aspects of each are you most drawn to?

AA: Artuyt is the embodiment of my childhood dream of combining art and fashion. While traveling, I visited several museum shops in Europe and noticed a lack of representation of Armenian art both in the world and in Armenia. This realization inspired me to establish my own fashion brand. I love the beauty of art and the elegance of fashion, and bringing them together feels natural and exciting.

LD: Why do you think it is important to keep artistry alive in Armenia? 

AA: Preserving and promoting Armenian artistry is important for maintaining our cultural identity and heritage. It helps to inspire future generations and ensures that the rich history and talent of Armenian artists are recognized globally.
 

Looking through the vast array of scarves made me realize that I was only aware of our most beloved artists, like Martiros Saryan and Sergei Parajanov; it's easy to forget that there are still artists who create art today. Artuyt has collections that highlight their works. For example, Christine Mkrtchyan whose art stood out to me because of a scarf that was adorned with imagery of queens, checkboards, and cards. It's easy to find comparisons with Alice in Wonderland. I was immediately mesmerized. The scarves with her art look like they are painted on delicate porcelain, it's interesting to see this distinct medium on silk. There was also Gayane Yerkanyan, whose scarves were minimalist in color scheme, but stood out due to their intangibility in form. I was excited to further look into their work, inspired that there is still a world of Armenian artists creating today. I wanted to ask about this collaboration process and what aspects are the most memorable.

LD: What is your favorite aspect of working with different artists? How do you hope they feel when they see their art worn?

AA: I hope that when artists see their work transformed into wearable art, they feel a sense of pride and joy in knowing their creations are appreciated and cherished by a wider audience. My favorite part is giving exposure to their work.

LD: If you could collaborate with any fashion house, which brand would you choose?

AA: I would collaborate with the Chanel fashion house, especially that of the 90s when it was rejuvenated while staying true to its classic roots. Chanel epitomizes timeless elegance. Additionally, collaborating with Hermès would be a dream, as their expertise in luxury craftsmanship could offer invaluable insights.

Artuyt has achieved its goals of being available around the world. They now have their scarves displayed globally, from Milan to Almaty to Los Angeles. Aware of their global market, I had to ask if any notable people had been spotted wearing Artuyt. 
 

LD: Who were you most excited to see supporting your brand?

AA: I was proud when Christine Mkrtchyan wore and collaborated with us. As a renowned artist who has created pieces for Hermès, her support and appreciation of our brand validated our mission and efforts.

LD: Since your involvement with Artbox how has your business progressed? What aspects of your business have you seen the most improvement in?

AA: The mentorship and resources provided by Creative Armenia's Artbox have helped us refine our marketing strategies. Additionally, we organized an almost perfect event for museum nights, inviting important artists to educate and share their knowledge with our audience. This has enhanced our brand's reputation and engagement with our community.

LD: How would you like Artuyt to progress in the future? What are your main aspirations regarding the expansion/outreach of your brand?

AA: I imagine Artuyt becoming a globally recognized brand that not only offers beautiful accessories but also educates people about Armenian culture. Our main aspiration is to expand our product line and collaborate with more artists and museums worldwide to bring Armenian art to a broader audience.

With the endless possibilities of our blooming art scene, it's thrilling to consider how many more artists will be highlighted through Artuyt’s fashionable approach.