Designer Spotlight: Ana Vemic

Ana Vemic - Los Not Lonely Shoot / Tux HikaShe may be from Serbia, but her designs are 100% Kiwi. Ana Vemic’s layered urban look wowed the crowd this year at the AUT fashion rookie show and Designer Direction was lucky enough to have a chat with this talented young thing.

Ana Vemic has always known she wanted to do fashion. Her passion was not a sudden epiphany or a whim. It was always there. Even as a child in Serbia, she was fascinated by clothing and enjoyed drawing outfits whenever she had a moment free. Fast forward to 2009 and Ana is a fresh graduate from AUT with a degree in womenswear and with the world as her oyster.

Her collection, Lost Not Lonely, was initially inspired by French music. She envisioned a person sitting in a French café smoking cigarettes and swigging down glasses of wine. After a long, laborious process of sporadic inspiration and brainstorms of ideas, everything was simplified into three words: smokey, layered, distortion. The collection very much reflected Ana’s own personal aesthetic namely her penchant for funky streetwear.

Ana Vemic - Lost Not Lonely Shoot / Tux Hika

Ana’s own style could be described as relaxed, slightly oversized, and very Kiwi indeed. The designer is full of praise for the New Zealand fashion industry which she proudly declares “does its own thing.” She regards Kiwis as bring highly individual and that we tend to steer away from trends and conforming. Certainly, this must be a good thing after years of being told that we are no more than a nation of black hoodies. Ana also believes that Kiwis never simply resort to allowing their tastes in fashion be dictated (literally) from above which she thinks is “kinda cool.”

Like several of the other AUT rookies, Ana is also enamoured by the designers of Japan who possess a kind of flagrant bravery in their creations. Ana tells me that she is constantly inspired by their resoluteness and their clear disregard for trends. If there were two designers she could force to mate to spawn an ultimate fashion messiah, she would, without any hesitation, pick Rei Kawakubo and Nom*D. “I imagine it would be insane!” She exclaims rather giddily and then returns to her latte. I could not agree more.

Ana Vemic - Lost Not Lonely Shoot / Tux Hika

As for the future, Ana certainly seems much more diligent than myself. She has decided to use these holidays setting up a workshop in her flat, creating a collection and building a greater body of work. I am totally convinced it will be nothing short of amazing and advise you to keep your fashion eye on Miss Vemic because she may be NZ’s first Serbian Kiwi fashion superstar!

Note from ed’ – Congratulations to Ana as she takes up her new role as assistant designer at Taylor boutique!

Written by: Kelly Jin

Shoot Credits:
All garments from Ana Vemic’s collection ‘Lost Not Lonely’.
Creative Director/Stylist: Jason Tapuai-Kuka
Photography: Tux Hika assisted by Calypso Paoli
Model – Charlotte from Clyne
Make-up – Dee Gulliver using M.A.C & assisted by Tamara Eyre
Hair – Debra Norris
Heels by Cybèle and wedges by Lost Not Lonely. Both from their winter 10 collections.

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  1. […] from: Designer Spotlight: Ana Vemic « Designer Direction Tags: does-its, from-trends, highly-individual, industry-which, kiwis, kiwis-as-bring, […]



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