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Workwear... But Make It Fashion
No, workwear doesn't have to be boring. Annie Lummis is creating the ultimate working woman’s wardrobe and... it's fashionable. Revolutionising the world of work for female bosses and corporates everywhere, ANULA offers classic, chic and staple work attire for women, however much more than the brand’s aesthetics, Lummis looked to provide innovative solutions to marry wearability and comfort.
The slow fashion brand manufactures each piece from recycled fabrics and organic materials. Annie is reluctant to follow trends, instead opting for longevity, wanting ANULA to stand the test of time. “In five years, the pieces will still be classic and look great due to great quality. I am conscious of saying we’re a sustainable brand as there’s still so much further to go,” she admits. “But we plant trees with every order and use recycled or reusable packaging.”
Pieces like the ANULA jumper combine comfort and style. As we have only begun to ease out of the loungewear pieces we have become accustomed to and back into office-appropriate clothing, the WOTC fashion editors are loving the ANULA jumper, which comes in both nude and black. Its trousers and skirts feature lace up waist detailing which can be adjusted and worn to suit every woman and every body type.
“I realised the clothes I wore boosted my self-esteem and confidence,” Annie told WOTC when we sat with her in early October. “Clothes and fashion have so much power in how they make you feel, and those are some of the values of my brand. I love the creativity that goes into fashion and the variety of pieces designed.”
The designer and director, who also doubles as a corporate herself working in Diversity and Inclusion, showcased her Capsule Collection at the WOTC Fashion Week sustainable runway show after founding the brand in 2020 and launching this year. “I realised there was a gap when I joined the corporate world. I was struggling to find affordable and stylish yet appropriate clothes for the corporate world. When people started complimenting the pieces I put together in the office, and I realised this gap had to be filled.”
“It’s been a learning experience, and I remind myself constantly that things won’t be an overnight success. I have to be consistent in building a community, and relationship with my audience is important.”
Shop ANULA now at anula.co.uk, and keep an eye out for the AW21 collection dropping on 01/11.