INTERVIEW with Ravishing Fashionistas Designer 2023 - ANANNASA
Photo of Mercy Woods by CELGFX
SD: Hi Sher, for my readers who don’t know you yet, can you please introduce yourself?
Sher Lo: Hi Suzanne, I’m originally from Borneo, which is a part of Malaysia. But Australia is now home. I’ve been interested in fashion from an early age and after my graduation from University of Melbourne in 1980, I got my first job as an assistant fashion buyer in Metro, Singapore’s best department store in the 80’s. Since then I haven’t looked back. After a fulfilling career in Singapore and Hong Kong in this industry, I decided to start my own label ANANNASA in Brisbane in 2014.
SD: What was the biggest inspiration behind your latest collection?
SL: I am very influenced by the works of artisans and they need to be seen and appreciated. Whenever we can, we will incorporate these elements to our collection. You will see elaborate and beautiful hand beading and embroidery work and sequins in our AW23 collection. We love the ari embroidery work which comes from Kashmir. We have a done a series of coats using that. We have used also cross-stitch techniques on our clothes. Currently, we are working on a new collection using 100% recycled cottons using a technique called Kantha.
SD: What helps you get in the zone when you’re designing?
SL: A quiet place
SD: When did you realise you wanted to pursue a career as a designer?
SL: Growing up, my mother and aunt made our clothes and they would involved us in the design process. A big highlight was going to the fabric stores to choose the material and trims. It was just a fun thing to do but it wasn’t until after university that I realised that I could actually have a career in fashion. I was very fortunate that I was offered the opportunities. Fast forward to 2014, I found myself in Brisbane with my own label.
SD: What was your biggest fear when going out and starting your own line?
SL: Looking back, I didn’t think too much about it, I just went with the flow. I didn’t actually have a plan per se. I thought I would like to pass time by selling a few kaftans on Ebay. So I didn’t have any expectations on myself. You could say I am an accidental designer.
SD: How do you want women to feel when wearing your clothes?
SL: To feel a bit special
SD: There’s so much pressure for designers to come out with their greatest collection season after season. What advice would you give to young designers just starting out and hoping to make it in the industry?
SL: Have perseverance and enjoy the ride!
Tickets are selling fast. If you want to see ANANNASA on the runway, get your Ravishing Fashionistas 2023 tickets here
Ravishing Fashionistas Website: http://ravishingfashionistas.com/
Ravishing Fashionistas Facebook: http://www.facebook.com/ravishingfashionistas
Ravishing Fashionistas Instagram: http://www.instagram.com/ravishing_fashionistas/
ANANNASA’s social media presence:
Website: http://www.anannasa.com.au/
Facebook: http://www.facebook.com/anannasa.com.au/
Instagram: http://www.instagram.com/anannasa/
Instagram: http://www.instagram.com/designer_sher/
Photo by CELGFX