Lucine Ayanian

Lucine Ayanian is a Zurich-based multidisciplinary creative director, brand consultant, and stylist with a diverse international background spanning Zurich, Tallinn, and Yerevan. Since 2017, she has led creative projects in the fields of fashion, luxury, and lifestyle, offering expertise in brand development, visual identity, and strategic marketing. As the founder and director of HAY-HAY, Lucine has established a unique platform dedicated to showcasing emerging Armenian fashion brands on the global stage. Her dynamic vision and cross-cultural approach have earned her collaborations with international clients and features in leading fashion platforms.

In addition to her work as a consultant, Lucine serves as the lead stylist at Emerging Talents Milan, curating runway presentations for rising designers during Milan Fashion Week. Her previous experience includes hosting and styling the fashion TV show “Creative” on Estonia’s ETV+, where she brought fashion and creativity to a broader audience. With a strong foundation in economics, marketing, and fashion design, Lucine is passionate about mentoring and empowering women in the fashion industry. Through her blog and global collaborations, she continues to shape the conversation around modern style, brand authenticity, and creative innovation.