Irina Yeritsyan was born in Yerevan but spent most of her life abroad. She loved to surf all around the world and get the most out of life. Since she intended to be closer to international culture, she decided to continue her education abroad and moved to Budapest in 2010.
She graduated from the IBS International Business School with a degree in MSS Marketing and Management. Since she loved to improve her skills in all aspects and she wished to be closer to the world of fashion, Yeritsyan moved to Milan, where she graduated from the Istituto Marangoni with degrees in Fashion and Luxury Brand Management and Fashion Design.
Yerishi, a Luxury Handbag brand, was founded in Milan, Italy. It was a response to the fashion was in need of an independent, strong, characteristic woman, aware of her femininity and determined to express it in different ways, but first and foremost through her choice of style. With the rise of mass consumption and fast fashion, Yerishi placed an emphasis on uniqueness and high quality.
For Spring-Summer 2022, the brand YERISHI presents IRY clothing collection. Lockdown has impacted the fashion industry more than most of us expected. Ever since brands that were once known for dressing up are moving in a new direction. Today, this includes Italian luxury brand Yerishi, famous for its leather-made pieces; bags, wallets, cardholders.
During the pandemic, the founder and principal designer of Yerishi, Irina Yeritsyan has launched a new clothing line, one that is focused, for the first time, on what the designer is labeling as clothing for fashionistas. The aim of this collection is to offer the customer clothing that will sync with the inner world of women. She created collections that satisfy the demands of a picky woman while at the same time helps her to remain stylish, elegant, and classy.
“Creating clothing for women is an art that demands attention since women are unique. So in other words, my mission is to discover and emphasize the inner tenderness of women and in the meantime, make her feel safe and confident”. -says the designer.
And, the goal of this ‘IRY’ (I Remember You) collection is bigger than just offering a new toned-down take on the brand – the designer wants to reach a new audience. The line features multi-wear transformers, loose-fitting separates and dresses, skirts, jackets, t-shirts, and sportswear – and plenty of pieces that can be worn in different styles. However, there is still a drop of glamour injected throughout with many pieces in the collection far dressier than some of us may consider casual, but remember, this is Yerishi’s version of casual.
Ultimately, the designer believes that most other fashion houses will eventually move to a more contemporary way of presenting collections, but that they will all do it differently, based on what works for their brand. For Yerishi, this means having a broader offering in terms of the collections, which is why they are embracing more casual designs that meet everyone’s needs.
SS22 collection was showcased at Emerging Talents Milan 5th Anniversary in Palazzo Visconti, sponsored by RARE water – a premium brand of natural mineral and spring water with unique, attractive, and modern packaging
RARE water adopted the innovative approach of capturing the water in the most natural way, which is not subjected to any treatment and allows the preservation of the naturally occurring minerals and their essential components. The water naturally flows through the force of gravity from the mountain down to the plant, no tanks or reservoirs are used whatsoever.
Photo: ImaxTree
