Meet GFW18 alumni, Anya Parker James, who since graduating three years ago has had an incredible start to her career. Anya has launched her own brand after a design role in a start up and since produced 3 mini collections! Read more about her journey below!
What is the most valuable thing you have learnt at university?
I think for me personally, it would be to stay true to your self. It’s really easy to look at people who are higher achievers and compare yourself to them. I spent a lot of my time at university wondering why my grades weren’t as good as other peoples, and feeling like people didn’t understand my concepts or ideas, but I’m so glad that I didn’t try and force something that wasn’t me. You have to remember that fashion (or any creative subject) is subjective, and someone will get what you’re trying to do and love it! You’re never going to enjoy working on something that’s forced, or not really you, and that will show in your work! Stick to what you love and do it well, it will pay off!
Can you tell us about your final major graduation project?
I feel like I really flourished in my final few months at university, I always felt like I was just okay at what I did, and never really saw myself as a super high achiever, but once I reached third year and worked with a lecturer who really understood my thought process, my mindset completely changed and I was so much more confident in my work, and in myself in general. I was quite nervous going into my final major project; I have always really enjoyed developing unusual and deep concepts, so choosing one that would be perfect for my very last project at university was always going to be tough.
I based my collection on the housewife, inspired by my Nan and the insidious amount of pressure put on women to be good wives, mothers, girlfriends etc. As a feminist, it has always been something that’s bothered me, so being able to take the time to really understand and learn more about the topic was super beneficial to me personally. I think the tradition of waking up, making yourself look pretty, preparing breakfast and lunch for your kids and husband, getting your kids ready for school, taking the kids to school, housework, plan dinner, pick the kids up from school etc, then the whole thing starts again - its crazy, and I don’t understand why you have to just naturally be good at all of this stuff.
My collection was based on women who aren’t “great” at this stuff, but have no choice but to be. Waking up late, looking at the pile of washing that’s been sat there for a week, picking random pieces from it and shoving them on with minutes to spare, the outfit shouldn’t work but it does. I think that’s the main concept that I brought forward with my brand, it’s something that I had always done, and people had always complimented my outfits. Once you start being more free with your styling, things get so much more exciting, you can pull out a jumper that’s been sat in the back of your wardrobe for years and shove a super cute going out dress over the top, you now have an outfit that is completely new, but you’re using bits that you already have. That’s why I designed oversized dresses to fit over clothes, staple pieces that work with almost everything.
What was it like being involved in GFW18?
The build up to GFW was the most exciting thing I had ever experienced. I visited GFW for the first time whilst at college, and could have only imagined to be showing on that stage 4 years later! The whole process was just unbelievable, from show selection, to choosing catwalk music, to dressing the models with seconds to spare, it was just crazy to be experiencing what I had admired and learnt about for so many years! I was also featured in the GFW Talent of Tomorrow campaign with @beigerenegade which was amazing!
Tell us what you’ve been doing since Graduation?
I got a job designing for a start up not long after graduating, it was good because I really got the chance to grow my confidence, and start being more assertive. The owner didn’t have much of a knowledge for fashion, and was more business minded, meaning I sort of automatically took on the role of head designer. I learnt a lot because I had to teach myself a lot, and after just over a year, I felt like it would be more beneficial to be putting the time into my own business! Since launching my business, I’ve released 3 mini collections, and worked on a collaboration with Marzia Kjellberg from Maì Accents!
When did you launch your brand and why did it feel like the right time?
After leaving my design job I decided to go back into retail part time, and started working on a collection. I bought an industrial lockstitch and overlocker, and started sewing! I had already spent so much time planning the collection subconsciously, that it was actually much easier than I thought to get started. I did my photoshoot in March with a local model that I had met through GFW, and was ready to launch, however we then went into a lockdown, and it just didn’t seem like the right time to bring out a fashion brand. I spent the lockdown sewing everything I had, and finally decided to launch in September last year (2020). I think at that point, I’d already spent so much time working behind the scenes, that I was so ready to get my work out there, and wasn’t as nervous as I’d had so much time to sit on everything!
What have you learnt about the industry since graduating? Any surprises?
Even though people constantly tell you this throughout college and uni, I don’t think you realise how important experience is. Leaving education can be really tough, it can feel like you’re on your own in the world for the first time, and getting a job can be pretty tough too! I would advise people to use their time off wisely, even through college, if you can get a little bit of experience behind you, I think you’ll find the transition so much easier. The main thing is to not give up, because something will come up eventually, even if it does take a bit of time.
What are some issues that you’re passionate about addressing in fashion?
Sustainability - without a doubt. Again, I feel like sustainability is something that you’re told about all through college and university, but I don’t think it’s spoken enough in general! I really didn’t have much knowledge on sustainability until I started my brand, I was familiar with the word, but I definitely didn’t know enough.
The person that I bought my sewing machine from had random rolls of fabric that he had collected along the way, from storage, to old ladies who’d had it for years sitting in their house, waiting to use it and never getting round to it. When I bought my machine, I bought a few rolls of the fabric, and ended up using that in my first and section collection. This inspired me to use only deadstock and vintage fabrics in my collections, there’s so many beautiful fabrics in the world already, so why not use them? It can be really tough as a young adult to not be persuaded with fast fashion, it’s cheap! And sometimes you can’t afford luxury pieces, that’s why I started my brand, making sustainability affordable. I think the main thing is to encourage cutting down excessive buying habits.
What are your hopes and plans for the future of your career and your brand?
I would eventually love to have a little team working with me, being a one woman band can be quite challenging sometimes, so having some helping hands would be amazing. The message that I try and communicate through my brand is to layer up, and to stop buying clothes for the season, so I would love to inspire people to forget the “fashion rules” that they have been told all their life, who says you can’t wear a scrappy dress in winter - put a jumper underneath it and you have a completely new outfit! Collaborating with Maì Accents was definitely the most exciting thing to happen since starting my business, so I’d love to work with more brands in the future!