FASHTALKS WITH ANNA ETTER

When did you know you wanted to become a designer?

My mother, by education and profession, is a clothing designer. As a child, I was always watching her sew. I was a creative child by nature and attended an art school.  However, while growing up, I decided to go the ‘secure way’ and got an education in Economics & Finance, where I then began working at the bank. After several years of experience in the financial industry, I realized that the creative part of me needs to be fulfilled. I established the brand out of pure passion and love for designing, helping to make women feel confident, desirable, and existing in harmony.

"I believe that wearing the right outfit can make a positive difference and fashion helps us feel comfortable, confident and the best versions of ourselves."

How would you define fashion?

I believe that wearing the right outfit can make a positive difference and fashion helps us feel comfortable, confident and the best versions of ourselves.

What did you wear to your first job interview?

I had on a rather basic outfit – a white shirt and black skirt for my first interview at the bank.  On the way to the interview, I noticed a black spot on the shirt, and during the meeting, I was trying to hide it with my hands. I was very nervous because of it but got the job in the end and started my banking career. It goes to show how important the clothes we wear make us feel. My main goal when creating clothes is to make women feel confident and uplifted while wearing my designs.

Where do you find inspiration?

In my Vienna atelier, I create feminine collections inspired by my love for nature and the majestic architecture of the city I call home. I find my inspiration in gardens, art, music, and references that can be found back in the subtle details of the Anna Etter collections.

What is your earliest design memory for your brand?

Creating my first design, which was a tulle skirt. I was so excited to finish it that I was sewing into the late night and was able to wear it to work the next day. I received so many compliments!

What is your favorite part about designing?

Selecting the fabrics is the most crucial and exciting part of designing for me – the way it looks and also how it feels on the body. I also like to combine fabrics, finding matching patterns to add playful moods to the dresses and make them stand out.

Do you have a favorite piece that you have designed? 

One of my favorites is a white dress from the upcoming summer collection, where I combined animal and solid fabrics, finishing the look with pearl buttons. It looks luxurious and dreamy at the same time. The moment I wear it, I feel uplifted and joyful. This is a key for me in the design – the way we feel.

"We aim to make women feel confident and radiate in a shining presence through collections that are ethical, versatile, and luxurious."

What sets your brand apart from the rest?

As a multi-tasker myself, juggling between a corporate city job and the vibrant life of a fashion designer, I know that finding a balance between comfort and elegance is not always easy. That is why I have envisioned my collections as a small confidence boost for every woman wearing an Anna Etter piece. We aim to make women feel confident and radiate in a shining presence through collections that are ethical, versatile, and luxurious. Looking good means feeling good!

What is your favorite fashion film or show?

The documentary movie about the last collection of Yves Saint Laurent.

What were some hurdles you had to overcome in your business?

The hardest part for me was the combination of creating my brand with my full-time job as a corporate banker. Not to mention that the financing of this startup was from my corporate jobs’ salary. I still believe that the key in brand development is to have a strong marketing and investment plan to make the brand recognizable in the market.

How important is social media to your brand?

I think it is vital in brand development. I have not put enough focus on social media in the past and plan to expand our social presence in the near future.

How did your brand navigate and overcome the pandemic in 2020?

We were lucky enough not to have ordered new production before the pandemic started and we had limited SS collection in stock. All in all, 2020 was actually a better year for the brand in terms of sales, as we started a partnership with the biggest European online platform that brought us greater exposure.  

What do you envision for the future of your brand?

I envision Anna Etter as an international brand with retailers around the world. At the same time, I would like to maintain our European production, fabric outsourcing and ethical vision, which is a core part of the brand.