Anelle Maison is a brand that blends elegance with a modern approach to fashion, born from Elena Deaconu’s deep passion for design and her desire to offer women unique, one-of-a-kind collections. Known for its exquisite collections that merge tradition with contemporary flair, Anelle Maison creates pieces that are not just garments but true expressions of craftsmanship and quality.
In this exclusive interview for Modic Magazine, we delve into the captivating story of Anelle Maison, the inspirations behind its collections, and Elena Deaconu’s perspective on the evolving landscape of fashion. This conversati0n offers an insightful look into the thoughtful and evolving world of Anelle Maison and today’s fashion industry.
1. Hello, Elena! Welcome to Modic Magazine. Can you tell me what determined you to become a fashion designer?
I have always wanted to be a fashion designer. Since I was a child and I was playing with my dolls, I was making them clothes from any material I could find home. I think that this passion for clothes, design and tailoring is inherited from my grandmother, who cut from any material and made from the most beautiful clothes for her daughters to all kind of home lingerie. My grandmother taught me first how to handle a sewing machine and despite that she is no longer among us, I hope I can make her proud.
2. Considering the previous question, what determined you to create Anélle Maison?
Well, first of all as I said to previous question, I have always wanted to be a fashion designer. Furthermore, I created Anélle Maison from the desire to offer women unique collections that they cannot find anywhere, thus making every woman feel special, as any of us should feel.
3. What was the inspiration behind your latest collection?
I cannot say that I had only one inspiration for my latest collections. I had a lot of ideas but I had to choose from many of them and create the items that I considered suitable, wearable and also unique as a design.
4. What was the biggest challenge that you faced when creating the collection?
Ugh…this is tough…the whole process was a challenge because I had to think at all things to work together, from materials, accessories, zippers to boxes, shooting, website and many others. Oh…and also, I think the biggest challenge was that I had to make all happen in 4 months, because this was the time from when I decided to participate to Feeric Fashion Week, when I had only the sketches, until the actual show.
5. How do you choose the materials for your projects?
The first criterion for choosing the materials is to be 100% natural fabrics. The only synthetic material accepted for making outfits is elastane, as some of them also require some flexibility. I don’t want the final customer to buy one of the Anelle Maison products and throw it away or get damaged after 3-4 wears, but I emphasize their durability over time. I also consider that the material containing 100% natural fiber has a much longer durability than synthetic ones, thus being able to say that we support sustainability and care about the environment.
6. Is there a piece in your latest collection that has a special meaning for you?
All of the items are special in their way. As I have different moods, so each item of clothing created has its own personality, which can highlight you depending on the event you are participating in, be it day or night.
7. You recently participated at Feeric Fashion Week, considered the greatest fashion week in Eastern Europe. How would you describe your experience?
For me as a designer at the beginning of the journey, I think that Feeric Fashion Week is the best way to assert yourself. The fact that you have access to the runway, material from the backstage, carefully chosen locations to highlight your outfits, the press and the articles that you get after the show, I think is the most suitable launching pad for a brand.
8. What would you change right now in the fashion industry?
Just like in any other field, I think that the fashion industry has become a rush. The social pressure to come every few months with something new, when you don’t get to enjoy from one season to the next the clothing items created, launched seems exhausting to me. We live in a way too hasty world and I think we should slow down a bit to find ourselves completely. From all this haste, we notice from one season to the next more and more strange clothing items and “creations”, made of mainly synthetic materials, some excessively expensive for what they offer, and this only because they have a famous brand on them, making quite difficult for us who value quality and style to reach a high level of consumerism.
9. Did you ever have a mentor in the industry?
I have 2 classic designers that I am admiring a lot and I aspire to work hard and be not as good as them but trying to be at their standards. They are Coco Chanel and Cristobal Balenciaga.
10. What plans do you have for Anélle Maison in the near future?
In the near future, my plans for Anélle Maison focus on scaling our operations and expanding our product lines to better serve our growing customer base. We aim to enter new markets both domestically and internationally, leveraging our strong brand identity and commitment to quality. Financially, we have set ambitious growth targets and are exploring strategic partnerships to fuel our expansion. Finally, we are dedicated to fostering a dynamic team culture that supports creativity and excellence, ensuring that Anélle Maison will get at the forefront of our industry. This is all I can say for now…but you should keep an eye on us, because we will launch 2 other collections in spring of 2025.
Cover photo by Murgea Adrian
Runway photos by Petruș Cornel
Backstage photos by Netea Mircea, Ramba David, Opriș Florin
Interviewed by Cioruță Adela
