Talented Melbourne designer, Anna Campbell, is taking the Australian fashion world by storm and at the tender age of 23, it’s only just the beginning.
Known for her beautifully elegant and very feminine designs that celebrate the female silhouette, Anna was named a Melbourne finalist in Sydney’s highly acclaimed Chambord Shine Awards and also just celebrated the opening of her new boutique in Brunswick, Melbourne. Anna shares the inspiration behind her collections and tells us what being a fashion designer is really like.
When did you realise you wanted to be a fashion designer?
I really just fell into fashion. My high school had an incredible arts area, and in Year 11 I started textiles, and majored in wearable art. I also focused on life drawing, and printmaking, and had a tough time choosing between fashion, costume and print.
How would you describe your own style?
My personal style is related a lot to our label. It’s about accentuating the female figure; showing off beautiful waistlines and curves. I love wearing heels and a lot of lace.
What is a typical day like for Anna Campbell?
Unfortunately, it’s not as glamorous as most people would think. I work in the boutique one day a week, which is definitely my favourite day. I enjoy working with clients one on one. Most of the time I am on the phone, or answering emails, writing invoices, and following up accounts. The designing, photo shoots, and generally fun and glamorous parts are few and far between.
Where do you draw your inspiration?
Inspiration can come from anything and anywhere. Collections in the past have been inspired by things like the new flowers blooming for spring, from a certain era; our last collection was inspired when designing the interior of our boutique which has a 1920s art Deco vintage feeling about it. I have sketch books that we constantly relate back to, and in them we record any new ideas or inspirations. Sometimes something that I have drawn 2 – 3 years ago and forgotten about suddenly becomes relevant to a range.
Where do you source your materials?
We are lucky enough to wholesale the majority of fabrics locally. We have just started importing the most exquisite embellishments from India, which will feature in our Winter 2011 range. We will still keep our production here in Melbourne though.
Do you have a favourite piece from any of your collections?
I love the sparkling dreams dress from the Spring/Summer collection, which has hit stores recently. It wraps around the waist beautifully and the embellishment is breathtaking.
You have recently opened a boutique in Melbourne, are there plans to open more around Australia?
Definitely! Our Melbourne boutique has been a great experiment, we weren’t really sure if we would like the retail side or not, but it turns out we do.
You did the layout & visual merchandising for the new boutique yourself, where did you get the inspiration behind this?
I wanted the boutique to reflect our label, and carry the same soft, feminine, vintage feel. We researched art deco and vintage style lighting and furniture. It helped that it is located in a heritage building with a pressed metal ceiling dating back to the 1920s.
What has been your greatest professional achievement so far?
Running a label that is designed for the consumer as well as creating pieces that we adore; not just pieces we think will sell. Saying you want to be a fashion designer is like saying you want to be a rock star, it is impossible for everyone to make it. I really couldn’t imagine doing anything else, or having a boss to answer to.
What excites you most about fashion?
The glitz and the glamour! Although we work so hard for the majority of the year, there is nothing like the photoshoot for the new range, or catwalk parades, or seeing a bride try on her dress for the final fitting.
What advice would you give to other aspiring fashion designers?
Work experience is essential to get yourself out there, and make contacts. When hiring staff I am much more likely to hire someone who I have gotten to know; usually these are girls who have come in for work experience, and at the end of it they have been given a job. I feel it’s really important that people who want to run a label have a realistic idea of what a long road it will be, and how hard it is.
Starting a label is difficult, it is important to use every opportunity you get to its full advantage, and of course to work really hard. You need a lot of money to get things rolling – I worked two jobs for the first two years of running my label, and only employed staff after the first year.
Most of all you have to be resilient and tough. Take criticism on board – but know that not everyone is your customer, and don’t expect everyone to like what you are designing just because you do. Find your niche, be passionate about your product, and really go for it!
Anna’s boutique is located at 309 Victoria Street, Brunswick, Melbourne. You can see more of Anna’s range on her website.
