How I Got Here: Anja Boucher, lingerie designer and co-founder of Ohen on pushing through self-doubt
Words by Lara Daly
“Each time I push through that self-doubt, I emerge stronger, reminding myself that every creative path is unique and that it’s okay to forge my own.”
Have you ever stalked someone on LinkedIn and wondered how on earth they managed to land that job? While the internet and social media might have us believe our ideal role is a mere pipe dream, the people who have these jobs were, believe it or not, in the same position once, fantasising over someone else’s seemingly unattainable job.
But behind the impressive titles and fancy work events lies a tonne of hard work. So what lessons have been learnt and what skills have proved invaluable in getting them from daydreaming about success, to being at the top of their industry?
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Welcome to How I Got Here, where we talk to people who are killing it in their respective fields about how they landed their awe-inspiring jobs. We’re exploring the peaks and pits, the failures and wins, and most importantly, the knowledge, advice and practical tips they’ve gleaned along the way.
This week, we hear from Anja Boucher, co-founder and creative director of Ohen Underwear, based in New Zealand. No stranger to the fashion industry, Anja spent 13 years working in production and design for lingerie label Lonely. After stepping down from the role, she joined forces with her business partner, Lu Blade-Bittle to start up Ohen, launching the brand in November 2023. While she’s stayed in same the industry, she now has full creative freedom.
Anja’s eye for designing beautiful, well-fitting lingerie is just part of her skill set. A former photography student, she also looks after the brand visuals, creative directing photoshoots for Ohen’s campaign imagery. Although she has a strong grounding in the industry, she isn’t immune to the dreaded imposter syndrome that plagues many women.
“There have been countless moments where I’ve second-guessed my abilities, wondering if I truly belong in this competitive industry,” she says. “Over time, I’ve learned to trust my instincts and I often find that my gut feeling is correct about 95 per cent of the time.” Embracing vulnerability has been key to getting to where she is now – at the helm of a growing label that’s steadily gaining more local and international fans, us included.
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Hi Anja! Tell us about yourself, what exactly do you ‘do’?
I am the co-founder and creative director of Ohen, a luxury lingerie brand based in Aotearoa. My primary focus is on design — both technical and visual — to ensure our products offer a superior fit and experience.
Take us back to the early days of your career. Did you start with study or dive straight into work?
Growing up, I always gravitated towards creativity, which led me to study photography. However, I realised it wasn’t quite my fit, so I ventured into hairdressing, only to drop out again. Eventually, I found my calling in fashion, and after completing my studies, I was fortunate to join a clothing and lingerie label right out of university. This role provided me invaluable insights into both production and design, particularly within a small, rapidly growing business. Those early experiences helped me understand the intricacies of the fashion industry and fuelled my passion for creating beautiful, well-fitting lingerie.
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What hurdles have you faced getting to where you are now?
A recurring challenge for me has been grappling with imposter syndrome. There have been countless moments where I’ve second-guessed my abilities, wondering if I truly belong in this competitive industry. Over time, I’ve learned to trust my instincts and I often find that my gut feeling is correct about 95 per cent of the time. This journey has taught me the importance of self-belief, resilience and embracing vulnerability. Each time I push through that self-doubt, I emerge stronger, reminding myself that every creative path is unique and that it’s okay to forge my own.
What do you want people to know about your industry and role?
The fashion industry is not just about aesthetics; it’s a dynamic interplay of creativity, business strategy, and sustainability. As a creative director, I’m always looking to marry innovative design with ethical practices so our products not only look good but feel good to wear and to create.
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What’s the best part of your job?
The best part of my role is the full creative freedom. Collaborating with talented individuals throughout the design process is incredibly rewarding. Plus, I get to indulge in endless lingerie top-ups, which is a fun perk of the job!
What would surprise people about your role?
Many might be surprised to learn that only about 30 per cent of my role is purely creative; the rest involves the daily operations of running a small business with just the two of us. From managing production schedules to handling marketing and customer relations, there’s a lot of behind-the-scenes work that goes into making our brand thrive.
What skills have served you well in the industry?
Key skills that have benefited me in the fashion industry include strong design principles, an eye for detail and effective communication. Understanding fabric technology and garment construction has also been crucial in creating pieces that not only look great, but fit beautifully.
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What advice would you give to someone who wants to be in a role like yours one day?
My advice would be to stay curious and open to learning. The fashion industry is constantly evolving, so embrace opportunities to expand your skill set and network with others in the field. Don’t be afraid to take risks, trust your intuition, and remember every setback can be a stepping stone to growth.
What about a practical tip?
A practical tip for aspiring designers is to build a strong portfolio that showcases not just your finished designs, but also your creative process. Document your ideas, sketches, and prototypes to demonstrate your journey and thought process. This will help potential employers or collaborators understand your unique perspective.
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You’ve just celebrated one year of Ohen. How does it feel to be at this milestone?
Reaching the one-year mark for Ohen fills me with immense pride. We worked on Ohen for two years before launching to the public, so it sometimes feels like we’ve been around longer. It really reflects the hard work and dedication that Lu and I have put into the brand. I often remind myself that we’re still a baby brand and this perspective helps me manage expectations, especially since they tend to be quite high. Celebrating this milestone reminds me of our journey and the exciting potential ahead!
What does the next year look like for you?
The next year is all about growth and accessibility. We’re focusing on moving into the Australian market to make our products more accessible for our customers. I’m excited to continue building Ohen’s presence while adding new colours to our collection and exploring the possibility of introducing a style or two.
Keep up with Anja’s work, here.
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