HMARNAYA is a slow fashion brand rooted in personal storytelling and local identity. It started with a simple idea: to create clothes that feel honest — to the body, to the process, and to the place they come from.

Working primarily with deadstock fabrics and locally sourced materials, the brand takes a small-scale, low-waste approach to both upcycled and original pieces. Every item is made with intention, embracing slow production not as a trend, but as a long-term commitment to depth over speed.

At its core, the brand is an exploration of Moldova’s layered visual culture — from inherited craft traditions to post-Soviet aesthetics, from rural textures to urban codes. Having grown up here, I see cultural inheritance not as something static or nostalgic, but as a living archive — full of contradictions, overlaps, and untapped meaning. My work draws from that archive, often taking elements out of their original context and reworking them into something I personally connect with.

HMARNAYA is small-scale project, intentionally slow, and built on the belief that the best things grow in their own time.

SS26

SS26 is a quiet study of the way clothes are worn. Inspired by the unintentional, sometimes chaotic, but always personal fashion codes of Moldova’s older generations, the collection looks at the garments people put on without overthinking — and what that says about them. It’s about clothing as imprint — shaped by time, circumstance, and personal instinct.

The vibe is lived-in, a little off, always intentional in its lack of perfection. A visual archive of people who never meant to be stylish, but are. Local without being literal.

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