Born and raised in Armenia, Diana Babayan found her voice through fabric, color, and craft. What began as a childhood fascination—sparked by her grandmother’s embroidery lessons—blossomed into a lifelong pursuit of artistry and self-expression. Guided by her Armenian roots, Babayan’s vision captures the beauty of tradition while evolving into something distinctly modern and bold.

Now based in Los Angeles, she continues to honor her heritage through her brand Yasaman Fashion, a name inspired by the lilac flower her mother loves. From the runways of Los Angeles Fashion Week to the red carpets of Cannes, Babayan’s designs embody elegance, identity, and empowerment. Each gown tells a story—stitched with culture, shaped by courage, and destined to inspire.

1) You mentioned that fashion has been your language of self-expression since you were young. What first sparked that passion for design growing up in Armenia?

I got inspired by the world-famous designers of the time—their ability to create something amazing from simple fabric, that's what energized me the most. But the real spark was given to me by my grandma, who taught me how to do handmade embroidery.

2) Armenia’s culture, color, and traditions have played a role in shaping your creativity. How do those roots continue to influence your work today?

The vivid spectrum of the colors, the shape of the folk garments, and overall the nature of Armenia formed my vision that still leads my work.

3) At just sixteen, you started pursuing fashion seriously. Looking back, what was the most defining lesson or moment in those early years?

I understood that I need to be more courageous in my creations, that I have to bring them to life.

4) Moving to the United States and launching Yasaman Fashion was a big leap. What inspired the name “Yasaman,” and how does it reflect your design philosophy?

Well, I started as Diana Babayan back in Armenia in 2006. From Armenian, "yasaman" translates as "Lilac". This flower is my mom's favorite, so as another tribute to our traditions, I decided to rebrand as "Yasaman Fashion".

5) You’ve shown collections at major events like Los Angeles Fashion Week and Art Hearts Fashion. How did those experiences shape you as a designer?

I learnt a lot from these events! The feedback I received from the professionals and regular visitors is priceless. These are the kind of events that help you better understand the market, the trends, and, most importantly, they help you polish your work and outline and guide your future path.

6) Having your designs walk the red carpet at Cannes in 2024 and 2025 was a milestone moment. Can you share what that experience meant to you personally and professionally?

Cannes is one of the most important events in the show business/fashion industry. I always try to measure my achievements, and Cannes is one of those measurements. It helps me to access my past work and plan for the future.

7) You often describe fashion as more than clothing—it’s art, identity, and empowerment. How do you bring that philosophy to life in each gown you create?

I truly do, every single garment is a unique creation of art, led by practicality that carries my identity by using a lot of handmade embroidery inspired by nature, natural colors, shapes, and textures.

8) Looking ahead, what’s next for Yasaman Fashion? Any upcoming collections, projects, or dreams you’re excited to share?

The plans are always great! In the near future, I'll be at the Paris Fashion Show, which will open new horizons. Dreams are big (especially if you think of them as a part of a real plan). Being part of a renowned fashion house or working alongside an iconic fashion designer, among other opportunities.

9) Finally, at Mature Magazine, we ask every creative: What does “Mature” mean to you?

That's a tricky question: the way I describe it is that's the highest level of one's professional and personal growth, accompanied by the ability to resist and overcome the obstacles of life.

Follow the work of Yasaman Fashion at @yasaman_fashion.

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