Immersed in international community, ANASIM’s founder Anna Simonova is inspired by her surroundings. During her studies at  IED Milan for Interior Design, she quickly became intrigued by the fashion world. Milan as a fashion hub allowed her to get a new perception on fashion: that it is about both the physical clothing as well as the feeling derived from discovering your own personal style. She then moved to London to continue her studies at Chelsea College of Arts UAL, where she is currently based. Driven by the development of her own style, Anna strives to create a movement predicated on elegance and simplicity. For Anna, dressing up in her everyday life elevates her mood and she hopes to encourage the same in her customers. Her own desire to feel confident, glamorous, and empowered in any environment has transpired in ANASIM: .

Established in London in 2021, ANASIM seeks to combine high fashion with loungewear. Initially inspired by the idea that being in your own home can be luxurious too, we began with the concept of using high quality silk, as both material and concept due to its tactile elegance. Evolving from simply a loungewear brand, our timeless pieces seamlessly shift from your most intimate moments to those shared outside the home. The core philosophy of ANASIM is to inspire self-appreciation and self-care in every setting. Whether worn by themselves or styled with heels and a blazer, our garments aim to be adaptable for the everyday woman. Through the high standards of both the designs and materials, our mission is to elevate the self image of the ANASIM woman. We aim to provide our customers with high quality fashion garments as well as a feeling of empowerment.


Describe yourself as a creative and how your label was born? 

As a creative in the industry, it’s not about designing to visually attract, it’s about designing something that makes you feel great in what you wear. Before realizing ANASIM, my everyday dressing was really important to me. What I wore would predict my mood and how I felt about the day and the way I interacted with people, which I believe to be so true about so many of us. If what I was wearing didn’t make me happy, then I wouldn’t wear it. What we wear, really does have that power and I wanted to create a label that would allow people to wear our collections and feel the same way, transformed, inspired and confident in themselves for who they were.

Having studied a BA in Interior Design, my creative appreciation lies in simplicity yet beauty and delicacy yet comfort. Silhouette, practicality, comfort and longevity of design are all incredibly important to me as a creative so all these aspects tie into ANASIM and what we stand for and it really was the concept of how clothes make you feel which brought ANASIM to life.


How do you manage the creativity process exactly as it’s really challenging nowadays in fashion industry?

I work very closely with my designer, Peter Jitenski, to create our collections. In the design stages, we talk constantly about what story and message I want the collection to portray. It’s important that our pieces really reflect our brand values so we always take a step back and re-focus on our mission when we need to.

After putting together visuals, we’ll work together to refine ideas and create. It’s back and forth the whole time though and constant communication is key, it really is team work.

What is the most challenging issue for an independent label? 

I think gaining the right audience for the brand and building that business to consumer trust can be challenging for independent brands. We market and sell our stock online, and with that comes the fact that your customer doesn’t get to see and touch your product. There’s more of an uncertainty of who to trust with brands that operate solely online. Operating over social media is great and certainly has the potential to reach millions but building brand awareness when you are a small independent brand is tricky at the beginning but I hope we are moving in the right direction. Word of mouth is also still incredibly important so getting the brand worn and seen is where we are headed.

What’s the main impact of social media in both ways, buying and brand marketing? 

Being an online brand, our social media is incredibly important. It acts as the portal and gate way for customers to “window shop” our products before clicking through to our website to make a purchase. It’s the first impression of the brand so a really important platform to really show off the product in the best light.

In terms of brand marketing via social media, it’s a great tool to build brand awareness and it’s great to have these tools to aid that process in the early days of a label.

How do you manage to choose your models in order to spread better the diversity issue through your label?

Even looking back at the first photo shoot for our Pre-Fall 21 collection, it was really important for us to show people how easy it is to wear our collection, no matter size, skin colour, hair colour etc. It complements everyone and promotes inner beauty for all and we wanted to make sure everyone felt a part of the brand.

ANASIM is for everyone and we wanted the faces of our brand to show that. We work with models from all backgrounds so that all our customers, worldwide can see themselves in ANASIM.

What do you think is the biggest challenge regarding your work?

I think one of the biggest challenges I find, day to day, is spending quality time on all aspects of the business. It’s difficult to maintain focus on all things at all times. Peter, my designer, helps with the whole creative aspect of the label and really focuses our vision and I trust him totally so that really helps the process.

How do you think your label can play an important role in your daily client’s life?

ANASIM pieces can be worn all day round, to any occasion, it’s really just about how you style them. So, breakfast, lunch and dinner, we’d like to think our customers feel confident and comfortable to wear their pieces all day long. We wanted women to be able to interchange flats for heels for the evening and add some fabulous earrings to create a totally different look to head from work to dinner. This collection really focuses on that effortless day to night styling with all the pieces being totally interchangeable and very versatile in their styling. We hope that they create the perfect staples for wardrobes around the world to be worn all day. Silk was an important choice of material in the collection as we wanted something that made people feel great in what they were wearing, light and comfortable during the day and something that made them feel incredible in the evening too.

What do you think about the opportunity of selling your pieces online nowadays?

It’s a great way of reaching out to people all over the world and spreading brand awareness in all countries. People all over the world wear their clothes in different ways and it’s great to have a really diverse audience online. It also gives a brand an opportunity to really grow when you have that aspect of your business.

Imagine that you must write a letter to your FUTURE SELF. What would you write?

Firstly, to always look back at the initial thought and concept of your brand, it’s important to remind yourself where it all started. Secondly, to be true to yourself and to the message of the brand, no matter where your brand journey takes you, stay true to the originating ethos.

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