The focus of Sonya Avagyan is to present a culture of dressing of today’s humans, how we see fashion developing today and in the future providing ultimate quality and design. Avagyan is a hybrid phigital apparel and jewelry brand. We strongly believe that in the future people will choose simple garments in physical life and their vision of style will apply in virtual space vibrantly in frames of respect to nature and environment, this is what frames the structure of the brand and design solutions. The brand is driven by the belief that fashion should be innovative and sustainable and that creativity and tradition can work together to create something truly special. We also believe in the importance of preserving traditional techniques and craftsmanship and adopted social impact to our core by using hand-manufacturing and fabric-decorating techniques that have been passed down from generation to generation, and decentralized the production We have spent over 3 years mastering these techniques with women in small villages to bring artisanal crafts to high fashion. We chose the best crafts that meet today’s needs and created a chain of cycled production from scratch so that we can have control over every step of making, from threads to fabric. This ensures that our pieces are not only visually stunning but also of the highest quality. We take pride in our commitment to ethical and sustainable fashion. We plan to take only preorders and little production based on our estimation, so as to avoid overproduction and waste. By succeeding in our business model, we will support groups of women by providing them with permanent jobs and decentralized production.