Anne Isabella is the new name to know.
, in 2020, following stints at Jil Sander, Kenzo, and Courrèges. “After a year in Paris, I chatted with my partner and we decided to jump into [starting a business], ” the designer tellsfrom.
Despite the challenges of launching a fashion label during a pandemic, Anne Isabella has quickly gained a loyal following over the past two years. The designer says the democratic nature of social media has helped with that. “There were some positives in the sense that we could launch a collection in a much more lo-fi way,” Rasmussen says. “All other brands, when we started, were also doing it digitally – so in that sense, we kind of had a level playing field.
The brand’s ’60s and ’70s-inspired pieces are hugely Instagram-friendly, tapping into the desire for nostalgia that’s been permeating fashion during the pandemic. Optical illusion prints – as seen on Gigi during Paris Fashion Week – are a signature of the brand, offering a modern take on the psychedelic mood of those decades. Its mini skirts and flared trousers, too, are certain to appeal.
In a bid to reduce the brand’s environmental impact, the designer uses organic, recycled and deadstock materials, with all products manufactured in Europe. The label also recently partnered with UK-based rental platform, allowing people to borrow its pieces for short spells. “It means that the same garments are constantly in circulation, which I think is a really great approach for fashion,” the designer says. “[It’s] a great way [for people to] experiment without overconsuming.
As with other eco-conscious designers from her generation, the focus for Anne Isabella is on creating great products that people will want to wear time and again. “That’s our number one pillar,” Rasmussen concludes. “It’s still a creative brand – it’s about the look first.”
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