{"id":8697,"date":"2026-04-23T18:00:10","date_gmt":"2026-04-23T18:00:10","guid":{"rendered":"https:\/\/www.europesays.com\/france\/8697\/"},"modified":"2026-04-23T18:00:10","modified_gmt":"2026-04-23T18:00:10","slug":"maison-marom-opens-paris-pop-up-showcasing-armenian-heritage-in-fashion","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/france\/8697\/","title":{"rendered":"Maison Mar\u00f3m Opens Paris Pop-up, Showcasing Armenian Heritage in Fashion"},"content":{"rendered":"

\n\tPARIS<\/a> \u2014 As luxury brands increasingly turn to art and culture to stand out in a crowded market, Maison Mar\u00f3m is building a cultural group of companies from the ground up, positioning an upstart fashion label as part of a wider ecosystem.<\/p>\n

\n\tThe fashion brand, Mar\u00f3m, opened a pop-up<\/a> in Paris on Wednesday. It is the first physical showcase of its debut collection and a testing ground for its big ambitions.<\/p>\n

\n\tMaison Mar\u00f3m was cofounded in 2024 by Marita Gevorkyan and Olga Medelyan to elevate Armenian cultural heritage on a global stage.<\/p>\n

\n\tIt is not just the fashion label, but a multipronged \u201ccultural universe,\u201d with interconnected projects spanning a concept store called Rien-a-Porter; cultural foundation Hosq, which hosts artists\u2019 and writers\u2019 residencies as well as festivals, and experimental food concepts such as Melonpan, which traces the Armenian origin of the popular Japanese baked good with a restaurant in Yerevan and which recently hosted an exhibit in Japan.<\/p>\n

\n\tIn Paris<\/a>, that philosophy is translated into a tightly edited fashion offer at the Marais store. The studio collection has been developed through dual ateliers in Paris and Yerevan, combining emerging Armenian talent with more experienced French teams.<\/p>\n

\n\t\u201cWe always come from real authentic heritage,\u201d Mar\u00f3m chief executive officer Marine Guinobert said in an interview. \u201cIt won\u2019t be a folklore or a museum brand. It\u2019s still about Armenian heritage, but it is contemporary.\u201d<\/p>\n

\t\t\t\t\t\t\"Mar\u00f2m<\/p>\n

\t\t\t\t\tA look from Mar\u00f2m.<\/p>\n

\t\t\t\t\t\t\t\t\tCourtesy of Mar\u00f2m<\/p>\n

\n\tThe clothing itself is rooted in research, with intricate swirling patterns on silks and linens based on Armenian art. The brand works with an in-house historian to source archival patterns and motifs, some dating back centuries. For example, one print is based on embroideries from the 1600s, reinterpreted on a modern loose pajama-style silhouette.<\/p>\n

\n\tThe collection is focused on natural materials including Italian silks and wool, as well as organic cotton for pieces produced in Portugal, while knitwear is made in Armenia.<\/p>\n

\n\tThe brand produces between 50 and 70 designs, with each style made in runs of 50 to 100 units. The full range is released in a single annual drop.<\/p>\n

\n\tMar\u00f3m\u2019s aesthetic is positioned as elevated everyday wear, including relaxed tailoring, soft silhouettes and understated detailing, such as the brand\u2019s logo discretely looped on the waistband of drawstring pants.<\/p>\n

\n\tWomenswear accounts for around 70 percent of the collection, with menswear making up the remainder, alongside a growing jewelry category. Silver pieces incorporate Armenian historical motifs, including the culture\u2019s circular and spooled infinity symbol, rendered in hoop earrings.<\/p>\n

\n\tThe Paris pop-up<\/a> sits within a wider ecosystem that extends beyond fashion into food, hospitality and cultural programming.<\/p>\n

\n\t\u201cThe idea and guideline from Marita is to work all together, even if we are building our project separately and maybe not in exactly the same market,\u201d said chief executive officer Guinobert, who formerly held positions at Fast Retailing\u2019s Comptoir des Cotonniers and Princesse Tam Tam brands, as well as L\u2019Or\u00e9al.<\/p>\n

\n\t\u201cSo, I\u2019m already thinking about how we can work with our chef of Melonpan, or what kind of event we can build with the foundation. We each build our own [house], but we want to work all together to build a strong message and a real consistency across the brands,\u201d she added.<\/p>\n

\n\tUnlike many established luxury houses, which increasingly borrow from art, gastronomy or heritage institutions to reinforce brand relevance, Mar\u00f3m is attempting to structure culture itself as the foundation of its business model.<\/p>\n

\n\tWith the overall luxury market struggling, Guinobert believes that positioning can help Mar\u00f3m differentiate.<\/p>\n

\n\t\u201cOf course, it\u2019s not the best moment [to launch a brand] and the fashion market is changing a lot \u2014 but there is so much possibility,\u201d said Guinobert. \u201cThere are a lot of people now who want more meaning, a more deep connection when buying, and they want to feel that we share not only clothes, but values.\u201d<\/p>\n

\t\t\t\t\t\t\"Mar\u00f2m<\/p>\n

\t\t\t\t\tLooks from Mar\u00f2m featuring interpretations of 15th century prints.<\/p>\n

\t\t\t\t\t\t\t\t\tCourtesy of Mar\u00f2m<\/p>\n

\n\tThe foundation invites global creative figures to work in Yerevan, with the aim of both developing local talent and exporting Armenian cultural perspectives internationally. The company sees this as a two-way exchange, anchored in diaspora communities as well as cultural tourism.<\/p>\n

\n\tIn that sense, Armenia functions less as a reference point than as a structural origin for the brand\u2019s identity.<\/p>\n

\n\tGuinobert added that the young brand is taking an experimental approach to growth. At the moment, she is prioritizing short-term activations and test markets before opening any stand-alone stores.<\/p>\n

\n\t\u201cWe don\u2019t work as a classic brand and company,\u201d added Guinobert. \u201cWe work fast, we try, and we test. We need the opportunity for customers to touch and feel the quality. That is the best way to make customers understand our position very fast.\u201d<\/p>\n

\n\tBeyond product, the pop-up itself is being used as a live testing ground for future expansion, with an eye toward a possible Los Angeles pop-up next.<\/p>\n","protected":false},"excerpt":{"rendered":"PARIS \u2014 As luxury brands increasingly turn to art and culture to stand out in a crowded market,…\n","protected":false},"author":2,"featured_media":8698,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[3057,30,5611],"class_list":["post-8697","post","type-post","status-publish","format-standard","has-post-thumbnail","category-paris","tag-arts-culture","tag-paris","tag-pop-up"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts\/8697","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/comments?post=8697"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts\/8697\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/media\/8698"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/media?parent=8697"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/categories?post=8697"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/tags?post=8697"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}