Rosettes, stripes and v-neck sweaters: Meet Melbourne-made label, Anita Ov
image via @anitaov_/instagram
as told to daisy henry
“I’m drawn to a combined sense of practicality and beauty.”
Fashion designer Anita Ov grew up immersed in the world of garment manufacturing. Both her parents were involved in the industry – her Ma worked as a sewing machinist, while her Ba worked at a local knitting mill. “In the same way, you could go to someone’s house and ask for bread, butter or salt, my family household always had lots of different materials around,” Anita reflects.
After being taught the basics of sewing, Anita went on to study design formally and gained professional experience in womenswear, tailoring, lingerie and activewear before working as a fashion technician at RMIT. “I had the utmost respect for my technicians while I was studying; it was like they knew magic.”
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Having spent a decade working in design and production, she launched her own eponymous fashion label in late 2025. “In many ways, it was a natural way forward,” she says. Currently, every piece on the website is made directly by Anita, allowing her to be across every aspect of the label.
Though she’s not shy to experiment with new fabrics, wool continues to be Anita’s material of choice. “You have to take a lot of care to work with wool, but when you do, it’s the most beautiful and satisfying material to work with.”
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Fashion Journal: Hi Anita! Tell us a little about yourself. What’s your fashion background and how has your family’s involvement in the industry shaped you?
Anita: My parents worked during a time when fashion and clothing manufacturing were thriving in Australia. Because of this, I’ve been surrounded by clothing production my entire life. My Ma was a sewing machinist doing batch production for factories that produced for some of Australia’s leading fashion brands and my Ba worked at a knitting mill. They also had friends who ran factories and we would go visit them.
We were never short of fabrics to use. In the same way, you could go to someone’s house and ask for bread, butter or salt, my family household always had lots of different materials around.
My Ma taught me the basics of sewing and I went on to study fashion design. During this period, I jumped at any professional experience I could get. I worked in design and production across womenswear, tailoring, lingerie and activewear. These areas all had very distinct principles in design, construction and use of materials and I was eager to learn all of it.
Most recently, I worked as a fashion technician within the School of Fashion and Textiles at RMIT University. I had the utmost respect for my technicians while I was studying; it was like they knew magic.
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How did Anita Ov begin? Can you walk us through the steps involved in launching your own label?
The brand launched in September 2025 but the idea had been sitting with me for a long time before that, never quite fully formed. All I knew was that I loved designing, pattern-making and constructing, and I enjoyed retail experiences. Those are usually separate, distinct roles in a job setting, but this was a way for me to do all of it while picking up new things along the way.
For the brand, it really started with a pair of pants that I made for myself. I wanted a particular pair of black trousers that I could wear to work, but would also take me through to dinner, drinks, parties – settings where I wanted to feel a bit more dressed up and put together. Friends and people around me wanted a pair for themselves too, so I started with that, along with a few other pieces.
I spent over a decade working in design and production for various brands, so I had the experience and took it step-by-step, as though the brand already existed. In many ways, it was a natural way forward. It was more a matter of putting the right systems in place to produce more than one piece and creating a website.
Have you experienced any challenges or hurdles along the way?
I think the brand really needs to be experienced and tried on in person, which can be tricky starting out, mostly online. Other hurdles come and go daily, but it’s also quite thrilling when you get over them. It’s a time to learn and figure out new things.
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What are you hoping to communicate through Anita Ov? Has this evolved since you first launched?
Before the brand, I was already developing garments for myself to wear, based on what I wanted to see more of. Pieces made from premium materials, balanced cuts and proportions, suitable for multiple everyday settings.
I like garments that you can live in and I don’t mean in a home sense. People are busy; they go from here to there and back again. I want these to be pieces that you can put on without much thought, go about your day and feel put together. I like things to feel streamlined and classic, but also somewhat playful. I’m drawn to a combined sense of practicality and beauty.
How would you describe the brand to someone discovering it for the first time?
Down to earth and elegant.
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What inspires you most when you’re designing?
Most of the designing happens while I’m making, whether that be through pattern-making or sewing. I’m very technical and process-driven, so this is where I feel most focused and ideas transpire.
I’m also fascinated by and have a lot of respect for makers across all areas – people who have committed to a craft and put it into practice over and over. I really enjoy connecting with people in this way and understanding how they process and execute their ideas. It’s very beautiful seeing people amidst the honesty of their craft.
All your pieces are made in Australia. What are the benefits and challenges of keeping production local for you?
At the moment, I produce all the pieces myself. This definitely isn’t viable long term and tricky when I need to prioritise other aspects of the business. Despite that, I like that I can oversee everything myself and so far, I haven’t had to worry about things like minimum order quantities and long lead times.
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What kinds of materials do you most love working with and why?
I think all materials serve some purpose and while I never shy away from understanding how a material performs, I love working with wool more than anything.
I remember learning how to press wool in my second year of tailoring and being absolutely amazed by it. You have to take a lot of care to work with wool, but when you do, it’s the most beautiful and satisfying material to work with. It reaps many rewards, but it’s also a highly resilient fibre, which makes it great for maintaining a garment’s original shape. I also love crispy and starchy fabrics like cotton and calico.
What are you most proud of so far?
We did a pop-up at Saloon Store last year, just a few months after launching. It was the first time the brand was physically out there for people to experience in person and it was a very lovely outcome.
I’ve really enjoyed letting things take shape as they come. Something unexpected, but one that was most rewarding, has been seeing some of my friends who are pregnant or new mothers wear the pieces. It’s the sweetest and most touching thing! To see someone wear the pieces you’ve created during a time when their body is moving through changes and phases feels special. My friend even joked that I started a maternity brand!
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What do you think needs to change in the local fashion industry?
It’s probably less of a change, but more of a return to and an advancement of skills-driven fashion courses in TAFE and universities. Although I can’t speak to what it’s like in NZ, I owe so much of what I know and use today in the industry to courses that focused on pattern making, material studies and ways of constructing garments. Those skills are invaluable.
Where are your hopes for Anita Ov over the next five years? Where do you see the label heading?
At the moment, the collection offering is small and workable within my capacity, running solo. I’m excited to grow and work on having a wider offering in the future and to work with skilled makers. Right now, it would be great to have a space where people can explore and try on the pieces in person. A pop-up here and overseas would be fun.
Where can people buy your pieces?
Online at anitaov.com or at Saloon Store, the most divine retail space in Melbourne.
Find more from Anita Ov here.
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