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Anna Westcott - the 2012 INNOVATORS

Charlotte OCarrigan | Emma Mulholland | Leah Hibbert |

FASHION FUTURE INTERVIEW

Australian designer


Anna Westcott

Fashion Future: Who would wear your brand?

Anna: Well, firstly I would say, obviously women, probably of a younger and more fashion orientated age, but itís hard to put an age to it. Also city dwelling professionals because the price is at a higher price point, so ultimately women who want to invest in clothing that will last a long time because Iím all about finishes and quality.

FF: Do you think that quality is lacking in the current fashion scene?

Anna: Yes, definitely. Finding really good makers is really hard, I think because a lot of the skills are going offshore the quality sometimes gets compromised.

FF: Is your ultimate career aim to have your own brand?

Anna: Hopefully, yes! When I finish this whole fashion week thing, Iíll sit down and see what Iím going to do.

FF: What do you hope to gain from showing at RAFW?

Anna: I hope to get stockists!

FF: Who are your ideal stockists?

Anna: I really love Pretty Dog in Newtwon, Blood Orange, The Corner Shop- those boutique style shops. Hopefully I get a good response and people like my stuff so a lot of buyers will be attracted.

FF: Have you thought about expanding your business?

Anna: Yeah, right now Itís just a one man band, but after fashion week has settled down Iíll look into partnerships to grow the brand. Iíve also enlisted a sales agent to help me get more exposure as well.

FF: Do you think thereís still a big demand for avant guard fashion in a fashion industry monopolized by mass produced fashion?

Anna: Yeah thereís definitely still a lot of interest in unique fashion and just as mass production gets bigger, there will be that market that wants well made clothes, so the gap will just keep getting bigger. Also, as more awareness comes out about what actually goes into good design, those with money will be happier to invest in high fashion. People are also appreciating Australian fashion more, since 1996 when Australian Fashion Week came about, people have started to take our design more seriously.

FF: Why would people buy your style?

Anna: Definitely quality. Also, my aesthetic is unique in that I love simple silhouettes with decorative detail- so that is opposing and interesting in itself. In the future Iíve also always wanted to combine fashion with humanitarian elements, Iím just not sure how I would execute it, though itís all quite exciting.

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