Meet Anouk Studios, the Melbourne label fusing graphic design and fashion
PHOTOGRAPHY BY ISABELLA CONNELLEY
WORDS BY AMY FOCIC
“Being able to communicate your product is just as important as creating something that is unique.”
Browsing Anouk Studio’s latest collection is like gazing into a portal to the noughties, where grungy graphic design and Y2K cuts reign supreme. The colour palette wouldn’t be out of place in the noughties either, yet the collection feels distinctly 2022.
That’s because Rose Connelley, the designer behind Anouk Studios, centres sustainability in the making of her pieces – something we can say almost definitely wasn’t happening in the early 2000s.
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What started as a space for creative self-expression for Rose has morphed into a label with a decidedly slow ethos and a dedication to its community. I talked to Rose about how Anouk Studios is being mindful of the environment, the importance of being a jack of all trades, and the current crop of emerging Australian designers.
Tell us about you. What’s your fashion background?
I grew up in a very creative family so I’ve been surrounded by art and design my whole life. I see it as a sort of self-expression and a means to connect with others. I have a degree in communication design but I would consider myself a multidisciplinary designer as I don’t like to restrict my creativity to one specific design field, rather tailor it to what I’m trying to communicate.
I taught myself garment construction as a teenager and have always been interested in clothes. After finishing my degree in communication design I was torn between graphic design and fashion as I really enjoyed both. Anouk has allowed me to integrate the two together to create unique one-off pieces.
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How did the label get started? Talk us through the process and the challenges.
I started it the year before uni as a way to save up money to travel. I think initially I saw it more as a hobby and a means to explore my creativity. During my degree, I continued to create garments but lacked the experience and confidence to grow the brand. It wasn’t until I graduated that I started seeing this as something that I really wanted to pursue.
During the lockdowns last year, like all of us, I had a lot of free time. I used this to explore different mediums such as screen printing, knitting and sewing as a way to expand the disciplines I can incorporate into my designs. I like the idea of merging the worlds of graphic design and fashion together.
I definitely struggled with the business side of the label. I really enjoy the creative aspect of Anouk, however, I do find it hard to consistently market the products. Anouk has taught me a lot about creative industries and through starting this brand I learned to adopt a broader understanding of what being a designer entails.
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What were you trying to achieve from the project at the time? How has this evolved and what are you trying to communicate through the brand now?
When I started Anouk I just saw it as an opportunity to showcase my work and freely explore my creativity. I think this aspect hasn’t really changed as I still use this label as a form of self-expression. Now my direction with the brand has evolved to focus more on community interaction and awareness of sustainability.
When creating the garments I have always been conscious of the impact I have on the environment. Because of this, I do all of the production myself and to make sure there is minimal waste – all of my pieces are made-to-order. A couple of years ago I introduced one-off pieces where I upcycle clothes by applying my graphics to them. I think this is a fun way to offer unique designs that do not negatively impact the environment.
How would you describe Anouk to someone who’s never seen it before?
Anouk is a slow fashion label whose ethos encompasses sustainability and community. The garments integrate graphic design, tattoo-style design and fashion to create one-off pieces. It explores the juxtaposition of geometric and organic lines to achieve a sense of symmetry.
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Where did the name come from?
It was a nickname we gave my sister growing up. There was a little French girl called Anouk in a movie that looked identical to my sister when she was a kid and I just really liked the name so it stuck.
What are you most proud of in your work on your label?
Honestly, I’m very proud of my newest collection. The mesh sets really reflect the brand and showcase my graphics well. From looking back to how it started I’m just proud of how much Anouk has evolved over the years.
What do you wish you knew when you started?
Being able to communicate your product is just as important as creating something that is unique. At uni, I think there is so much emphasis on learning practical skills but there is a lack of education on the business aspect. I now realise there are many more parts to running a label than just producing interesting garments. You also need to be good at marketing, social media, and sales. I do think being passionate is crucial, but so is the ability to market yourself and engage with your audience.
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Who do you think is most exciting in Australian fashion right now?
There are so many amazing Australian slow fashion labels out there including Wackie Ju, Toilé Studios, and Hermann. Plus jewellery designers such as Marmalade Gardens, Aew Studios and Wrong Angler!
What about the Australian fashion industry needs to change?
Microtrends within fashion right now are having a massive negative impact on the environment. Although people are becoming more conscious of buying clothes that are sustainably made, the rise of influencer culture has caused people to buy fast fashion. People are wanting to be seen as ‘fashionable’ so they look to influencers to find the latest trend. Stripping away from their own personal style, they rely on the media to dictate to them and are constantly looking for the next best thing.
This can be avoided if people are more conscious of the clothes they buy. Rather than buying something that is on-trend right now, they can invest in clothes that are good quality and slow fashion as this will be better in the long run. I often invest in either staple pieces or exclusive designs that I will own for a long time to enhance my closet.
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Dream Australian collaborators?
I would love to work with Maroske Peech or collaborate with a jewellery designer like Metal Blender.
Go-to dinner party playlist?
Honestly, my music really depends on my mood. I really enjoy listening to my friend’s mixes. Maad’s mixes always make for a good time!
Who is in your wardrobe right now?
I recently bought a piece from Toilé Studio’s new collection and some jewellery from Wrong Angler. Plus Eirocori, a designer based in Shanghai.
How can we buy one of your pieces?
My latest collection is open for pre-orders now on my website. I am also continuously uploading one-off pieces on my Instagram.
To see more from Anouk Studios, head here.
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