Founder: Argishti Antonyan

I allow myself to set aside limiting considerations such as practicality or functionality, and instead focus on pure expression.

I am Argishti Antonyan. Fashion has fascinated me for as long as I can remember, and I always knew it was the field I wanted to dedicate myself to. After years of experimenting in different directions, in 2023, I founded my brand Heritage Selective.

Alongside the work I do within Heritage Selective, I am also involved in styling — a practice that is fundamentally different from design. At first glance, these two disciplines may seem interconnected, but in reality, both creatively and organizationally, they require completely different resources.

What excites me most about styling is working with something already created and transforming it into a new visual. When I build visuals, I use the opposite approach to design: I allow myself to set aside limiting considerations such as practicality or functionality, and instead focus on pure expression.

Heritage Selective

Heritage Selective, on the other hand, is the space where all of my ideas come together. Unlike styling, design always begins with an idea — and that initial spark is what inspires me the most. Every new idea brings with it a challenge: to transform it into the most complete tangible visual possible.

From the very beginning, Heritage Selective has been shaped by my personal perceptions. I am influenced by everything around me — people, objects, anything visible — and by the emotional impact they leave on me, from joy to melancholy. I believe my work has been successful in this regard, because I am surrounded by people who continually inspire me and are always ready to support even my most daring ideas.

Heritage Selective creates clothing and accessories for everyone — pieces that can be worn in any context, from the everyday to the extraordinary.

Photographer: Vazgen Harutyunyan

In Frame: Lyucifa

Hairstyle: Sergey Sahradyan

MUA: sunnysusmua