When it comes to the fashion industry, it’s hard to make a name for yourself and stand out but one person who’s managing to do just that is Anna, founder of Anasim. A brand that is one to watch just as much as its founder, strong, powerful and a serious badass, we spent some time with Anna to find out more…
Tell us the journey that lead you to launching your brand, ANASIM…
During my studies in Milan, getting dressed everyday became much more of a prominent and important ritual and routine than ever before. Putting on something fabulous in the morning really helped me feel my most confident during the day. It affected my decision making, the way I interacted with people and where my day would end up.
It was important to me to wear pieces that I could transition from day to evening. Pieces that I could wear for daily wear but then that I could add a bold lip and earrings and change the look totally to head out for dinner. It was these sorts of pieces that I always found hard to scout and track down, which is where ANASIM comes in partly.
Versatility is a big part of the brand. However, it was also the notion of putting on pieces that made me feel my best self and that’s what I wanted to create with ANASIM, collections that reminded people how deserving and how beautiful they are.
All the pieces are incredibly flattering, delicate, beautiful and most importantly: comfortable. It became apparent and very important to me to create something that boosted people, gave them that last little push of confidence for the day ahead to find that confidence to be themselves for who they are.
Fusing high fashion and loungewear is at the forefront of what you do. What made you first settle on this concept?
Having studied Interior Design, my eye for detail lies in visual beauty but also practicality. Silhouette, comfort and longevity of design are all what brings ANASIM together and creates this fusion of high fashion and loungewear. Post lock down, combining elevated fashion with comfort was ultimately what the consumer realised they wanted and I don’t think this will change; to feel good in and out of their home in one easy look. It really was the concept of how clothes make you feel that brought ANASIM to life.
Self-care and self-appreciation are at the forefront of the brand. Why is this important to you?
Our mission at ANASIM is to promote understanding that loving yourself and taking care of yourself is the ultimate and best thing you can do for you and those around you, it really is all that matters. It’s not even about what you wear, but rather how you feel when wearing it.
What has been the biggest challenge you’ve faced as an entrepreneur so far?
It can be really difficult dedicating that quality time and focus to every single aspect of the business every day. I do however have a great team around me, who I work with very closely day to day, so that really help the process.
Building business to consumer trust can also be a challenge for new independent brands. With marketing and selling stock solely online comes the fact that your customer doesn’t get to see and touch your product and I think there’s certainly more hesitancy with unknown label names.
In your opinion, what sets you apart from other fashion brands?
We’re trying to ensure that what our product brings to the market is something that boosts confidence and self- appreciation. We really want to ensure that we are also socially and consciously advertising.
ANASIM is built on the notion of feeling the best and most confident version of yourself so we aim to advertise in a way that builds that confidence in our audience rather than anything else and encourages individuals to be their whole hearted self unashamedly.
Looking back since launching the brand, is there anything you would do differently?
Looking back, I would perhaps consider having a physical store with launching the brand. Seeing the product in person definitely helps clients to feel the quality and smoothness of the silk and understand the work that’s gone into each piece. Seeing the pieces on yourself too really changes how you interact with a product, it’s an important process of knowing what will suit you and what you feel great in.
How much has social media played a role in the success of your brand?
Social media has been great for us because it has provided a space to showcase the collection to potential customers, allowing direct communication with those customers to answer any queries, and has provided a space for a community to grow around the brand. It has definitely played a huge role in the success of launching ANASIM. In the early days of a label, it’s been a fantastic way to connect.
What is your go-to quote when lacking motivation?
Mind over matter. Anything really is possible if you put your mind to it.
What advice would you offer to aspiring entrepreneurs that want to launch their own brand?
Something that I have had to remind myself time and time again when moving forward with the brand is to continue remembering why you started out with it in the first place. Re-visit that mission and make sure it transcends in everything you do. Stay true to yourself and stay true to the mission.
Our readers love to travel, what destination is your all-time favorite and why?
I love the Maldives, it’s such a beautiful destination to really escape and get away from everything. You can really just be with yourself, walk barefoot on the beach, appreciate nature and get some respite from the busy-ness of living in a big city. I also love travelling around the small villages in Italy, it’s my favourite place to be. Everything there just really makes me feel alive, the old buildings full of history, the fresh produce, the locals making up fresh pasta, the list goes on… The atmosphere is amazing and there’s such a rich culture that you can really learn a lot from.
What’s next for the business?
We are currently working on the new collection. We’re still working within the concept of self-care and self-love but, with it, we’re giving ourselves a bit more freedom with the designs so you can certainly expect a little more diversity with it.
What does self- care mean to you?
Self-care, to me, means self- appreciation, loving yourself and your body, and taking care of it. Your body and mind are so connected so taking care of your physical health, takes care of your mental health. Self-care is taking time out during the day to just really love yourself both mentally, by relaxing and taking a moment to appreciating what you have, but also physically by taking care of your physical self.
Where can people find out more?
All our social channels have all our updates and news so you can follow us at @anasim_official over on Instagram and visit us online at www.anasimapparel.com
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