Subscribe to Style Magazine

Araks, With A Little Help From Her Friends


Giving up creative control is tough for any designer, but for her lookbooks, designer Araks Yeramyan of Araks hands off the reins. For the second season in a row, Yeramyan has commissioned friends and well-wishers of her brand to shoot her wares however they want. She sent a small group of collaborators—including Richard Chai, filmmaker Gia Coppola, and model Coco Young—each a camera and two sets of her feminine lingerie. (The results are varied. Chai shot a curly-haired model leaping in midair; Coppola shot hers lounging on a furry shag rug.) “We get the pictures back and don’t alter them before sending to print,” the designer told “So you really just have to hope for the best.” To up the ante this time around, Yeramyan included people who weren’t necessarily within her immediate circle of friends. “I always have to push myself a little further,” she explained. “I went on instinct. Some of the contributors didn’t really have the same aesthetic as me, but I still admire their creative point of view.”

Photo: Courtesy of Araks

Designer Update