It has been roughly a year since our last interview. So, to start this off, how have you been? Have there been any major changes to your brand?
Quite frankly, it feels longer than a year. I’ve done so many things, so time just flew by. On the one hand, time goes by so fast, but on the other hand, so much has happened. The last time I spoke to you, I had just done my second collection. We were in the early stages of the brand, and everything was shown digitally. All in all, a very different set-up. For Fall/Winter 2022, we presented at Paris Fashion Week, which was a very different way of launching a collection. A completely new dimension for us. It still happened really quickly, since we were still working in a ‘Covid environment’ which affects production, planning, etc. Meaning, that back in January we did not even know if it will be physical or digital. Therefore, the general situation of the world would be the biggest change.
“Many challenges arise just from being a small brand, so we just learnt to deal with them.” – Anne Isabella
What has been the hardest part of running your own brand after university and especially during Covid? What has your reality been like?
I started quite soon after university, but I also had one year of industry experience, so I had the chance to see what that looks like. I was working at Courréges, which is a big brand but still intimate, and that was great in terms of seeing how a brand operates. Starting my label during Covid was obviously difficult, but we also haven’t ever known anything else. Many other challenges arise just from being a small brand, so we just learnt to deal with them. You need many different skills and there is so much to learn, and, needless to say, freshly starting out after university, you do not have all of that sorted out yet. So, you learn along the way, but that also makes it exciting.
I would love to talk about your latest collection ‘Fragments‘. What inspired it?
I was keen on making this collection tactile. A lot of the seams are very similar to the ones I’ve used before. I am always interested in working with archetype garments and rethinking them a little bit. Also, optical illusions. What was different, however, with this collection is that there is a lot of 3D and embroidery happening. Plus, we had knitwear for the first time, which was very new for us. Our signature print got worked into denim using a laser. New textures for everything. In the end, it worked perfectly since we got to show the pieces in a live show, where textures can be picked up amazingly. Maybe I worked towards that subconsciously.