Unique fabrications and connecting with clothes: we speak to Anna Pitchouguina

We catch up with Anna, the creative director of emerging fashion brand Pitchouguina as she discusses career highlights, our relationship with clothes and her future plans.

What made you decide to go into fashion?

Probably the need for creativity that you can touch and feel with your hands. Sort of an independence as well, but, because I firstly studied economics I am still really interested in the business side of running a label. I think those two things combined is an advantage. It all really happened without me realizing it.



Is there a highlight of your career so far?

I do not think there is a highlight just yet. I’ve got a list of accomplishments that add up, such as a show in China, press, musicians wearing the garments, sponsorships etc., but I am still waiting for those thrilling moments.

You say you like to establish a relationship between your clothes and the wearer, why is this?

I personally always like to have some sort of feeling when I put on clothes. You choose what you wear either according to what you already feel or because you want to feel a certain way. I truly believe there can be a relationship with clothing. I, for example, sometimes find myself looking down at my knitted top sleeves that I am wearing with textural comforting shapes and it calms me down. It’s a bit of an odd idea I guess but it’s a great one.

You mention the influence of music and art in your design philosophy. How do you think these two elements affect the way that people dress?

I don’t think you can separate those two. I do not even know how to explain it in a few sentences but music, art, surroundings, they all are major forces to push us forward.

You also refer to your label being based on emotions. Why do you feel that emotions place such a large emphasis on the clothes that people choose to wear?

I think I was just brought up that way or just suddenly got stuck on being over emotional and never moved on. I do know it becomes naive at times and childish but I actually like the childlike part about emotions. I like fashion that is charming and lovely and sweet that makes you dream more.

Your designs have a lot of texture. What is the inspiration behind this?

I am a fabrication driven designer so all of my inspiration every season comes from fabrications that I can source. There is no “concept” behind it or planned action, it’s just what feels most natural to me.

What types of people predominantly wear your designs? 

Still not enough ladies wear my designs but I would say a melancholic but ambitious type of person.

Have you any favourite designers? Are there any that you would like to collaborate with? 

I’ve loved Proenza Shouler for the last few seasons the most, but I don’t necessarily strive to find collaborations.

What are your plans for the future and visions for the brand?

We have a Paris Fashion Week trip with our SS14 collection. We’re going to focus on heavily reaching out to the Russian market and hopefully have a bigger studio before the English summer ends.

Talicia Ramsey

To find out more about this brand and to shop the collection click here, or check them out on Tumblr here.