Anamarija Asanović has always been inspired by the elegance of a woman in her everyday life. We got carried away with her Back to the Roots collection we had a chance to see in the new Creative Space Viagolaquattro, and could not resist asking some questions about her career.
SNM: 2020 was a very challenging year. How did last year affect your business?
AA: I am sure we can all agree that 2020 was a very unexpected and challenging year for all of us. However, for me personally, it was also a year where I got more time to gather my thoughts and work to be a better version of myself and grow in both business and personal life.
The artistic side of me never sleeps, no matter the circumstances, as long as I have a piece of paper and pencil to pour my fashion ideas from my head. The creative process for my new collection was not a problem at all, what made it difficult were the restrictions and procurement of all the materials I needed to create the new collection.
I didn’t want to stress over things that I couldn’t control and took the initiative to change the ones I could. That resulted in moving to a new, more romantic, and cozier shop as well as starting to work on my webshop where you will soon be able to shop my new collection. All in all, I adapted the best I could and tried to stay positive.
SNM: let’s talk about the Back to the Routes collection. It feels very deep and personal. Tell us more about the creative process and inspiration.
AA: My newest collection is inspired by tradition and all of the hidden beauty of rural life. I wanted to create a beautiful fashion story filled with texture and romantic motives. The idea was to give my customers beautiful cuts and colors that would emphasize the confidence and beauty of all women.
SNM: Slowing down in 2020 helped all of us to get to know our customers closer. Who is your woman? How are you connected to the woman that your brand represents?
AA: I tend to consider myself as a designer who is inspired by the elegance of a women in her everyday life. My women is relaxed, confident, elegant and above all in love with fashion. back to the roots was actually inspired by the pandemic situation in the world where people went back to “basics”. The collection itself is inspired with nature, human roots and something you can create with your own hands. It is created for self-made women who know what they want, and are looking for their peace of mind after hard working week.
SNM: How do you want women to feel when they wear your designs?
AA: Collection is filled with lively print and special materials to emphasize the influence of tradition and celebrate women through pieces that compliment her curves and confidence. It is dedicated to all the women who are ready to jump from cozy sneakers to high heels, or from fancy hangout to trip into nature. I want them to feel confident and beautiful, but at the same time relaxed and desirable.
SNM: What tools do you use to promote your brand offline?
AA: Throughout my career I have built a relationship with my customers and they understand all of the phases that my work has been through all of these years. And I am talking about all types of women from all of the spheres in the society. It is all about the connection between my creativity and their needs. I try to transform my creativity through such collections that lead to their satisfaction and happiness. Once that bond is created, they keep coming back and by word of mouth more women come to my shop to find something that can make them feel that same connection. Apart from that, my works often can be found in fashion magazines and journals through interviews, campaigns and TV specials.
SNM: Where can we shop for your clothes?
AA: At the moment you can buy my clothes at my store in the city center of Split (Croatia). But as already stated, I am currently finalizing my webshop and hopefully, very soon everybody will be able to view and order my collection online.
