Based-in-China “Tatev Couture” gains inspiration from the Armenian ornaments and embroidery (interview)
ChinArmArt
Where and when was established “Tatev Couture”?
Tatev Khachaturyan
As a brand “Tatev Couture” was officially registered in 2017. However, I’ve been designing clothes since 2007, further I participated in “Prêt-à-porter Yerevan 2008”.
ChinArmArt
How long have you been in China and whether you found the market for your brand in this country?
Tatev Khachaturyan
I’ve been in China for almost 12 years, however, I should admit that finding a suitable market for my brand has been challenging as the Chinese market is more suitable for fast fashion, whereas my designs are more appropriate for the evening wear.
ChinArmArt
Are you gaining inspiration from the Armenian culture? If so, what are your methods and means to include Armenian imagery and ornaments or your impressions of them in your collections?
Tatev Khachaturyan
Some of my previous collections have embodied sundry patterns of the Armenian culture and the Armenian alphabet. The coming collection totally comprises Ancient Arkmenian patterns using Armenian subtle embroidery techniques.
ChinArmArt
What advice will you give to Armenian fashion designers who are willing to enter the Chinese market?
Tatev Khachaturyan
I would advise the designers to focus more on fast fashion which is the core of the Chinese market, meantime trying to think outside of the box. As the practice has proved, extraordinary designs will more likely arouse the customers’ attention.
