Pitchouguina by Isher Dhiman.
Pitchouguina is the new label from Russian designer Anna, now based in London but producing her collection in Poland. Having first studied economics she is well placed to grow a serious brand, with a style that is both wearable and unique. The A/W 2013 collection features scrumptious floral printed blouses, rough wool fitted dresses and oh-so-tactile fluffy sleeveless jumpers, cleverly mixing folk inspired detailing and Japanese tailoring. I caught up with Anna to discover more about to what expect from her next collection…
Firstly, your website is very enigmatic, who is Pitchouguina, and where are you from?
I am originally from Russia, but I have been bouncing around the globe for a little while. From the early stages I was drawn towards a nostalgic, curious and somewhat naive image of a young lady, because as a designer I was always searching for those things while in each different country.
Pitchouguina by Veronica Rowlands.
How did you come to be based in London, and what keeps you here?
It seemed natural to stay in London once I realised how much I have built and created around me. I first came here to spend time gaining work experience with great established designers as well as young designers, and then I opened a company here and now I am planning my first commercially presented collection for S/S 2014.
How would you describe the Pitchouguina aesthetic?
Dreamy but with the strong beliefs behind those dreams. I hope that my clothes can be adapted to a lot of lifestyles but I think my garments will be chosen over others because of the need to wear something soft, melancholic and maybe even loving.
Pitchouguina A/W 2013 by Tone Gautefald Tveit.
You have an impressive list of sponsors – how did you go about finding them?
I believe in what I do and I think if you make others believe in it as well you will get results eventually. Finding sponsors is really hard work, but after approaching hundreds of people and being ignored by most I found a few that were exactly the ones that I was looking for.
Can you give us a sneak peak into your ideas for next season: what can we expect?
Layering, lots of pinks and lots of covered buttons.
What unexpected things inspired the upcoming collection?
I started with baby pink, baby blue and loose sequins in a bag at first and this slowly evolved into what will be shown in a few weeks time. I guess an unexpected part of the new S/S 2014 collection is a bit of a sporty touch, but Pitchouguina is mainly a colour and fabric driven label so if you were to put my mood boards into black and white all the references would seem to go off in many different directions!
What fabrics and silhouettes dominate the upcoming season?
Expect organzas, coloured jeans, gold thread and sweat shirt jerseys. Silhouettes are kept simple but I have worked hard on creating delicate details and fit.
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