Armenian PR expert says clothing at state visits is diplomatic language

Public relations specialist Astghik Avetisyan has argued that attire at high-level state visits is not merely a personal choice but a form of diplomatic communication.

Commenting on the outfit of Armenian Prime Minister Nikol Pashinyan’s spouse, Anna Hakobyan, during a meeting with U.S. Vice President J.D. Vance and his wife on Monday, Avetisyan said casual or highly individual styles risk weakening the sense of official representation.

“Officials must remember they are not individuals at that moment, but visible symbols of the state,” she wrote, stressing that every detail from hair to shoes conveys a message about how seriously protocol is observed. Avetisyan urged officials to opt for structured, ceremonial clothing and avoid casual or personal flourishes, noting that state culture is shaped by such visible moments.