{"id":19451,"date":"2024-11-20T15:48:00","date_gmt":"2024-11-20T06:48:00","guid":{"rendered":"https:\/\/rakutenfashionweektokyo.com\/en\/?post_type=interview&p=19451"},"modified":"2025-02-08T14:47:55","modified_gmt":"2025-02-08T05:47:55","slug":"anna-choi","status":"publish","type":"interview","link":"https:\/\/rakutenfashionweektokyo.com\/en\/topics\/interview\/anna-choi\/","title":{"rendered":"anna choi"},"content":{"rendered":"\n

Since debuting with the 2021 AW collection, Anna Choi has been a driving force behind the rapid rise of the brand HAENGNAE. Her collections, molded by expressive power and a solid identity cultivated through diverse cultural experiences, have created a unique universe that resonates with women across generations. We caught up with her in Paris, where she recently unveiled her new brand, ANNA CHOI at the Paris showroom after winning the TOKYO FASHION AWARD 2024, marking an exciting new chapter in her creative journey and offering a glimpse of even greater things on the horizon.<\/strong><\/p>\n\n\n\n

What inspired you to become a designer?<\/strong> <\/p>\n\n\n\n

After graduating from elementary school, my grandmother took me to Paris for the first time. She guided me through the maison flagship stores and museums, saying, ‘You don’t need to understand everything now. Just go and see the real thing.’ It was there that I discovered the world of haute couture, distinct from everyday fashion. This experience, combined with my lifelong love of clothing, drawing, creating, and self-expression, naturally inspired me to pursue a career as a fashion designer.<\/p>\n\n\n\n

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I think you have taken a unique approach to building your career.<\/strong><\/p>\n\n\n\n

I initially attended a four-year women\u2019s college, but during my studies, I developed a strong passion for working with my hands, so at the age of 20, I decided to study at an art school in New York City. After attending both language school and art school, I had planned to continue my education at a fashion school. However, I discovered that many American fashion schools rely on sewing staff for production, meaning I wouldn\u2019t be able to sew myself. Determined to master every step of the creative process, from concept to completion, I decided to enroll at Bunka Fashion College, where I could gain hands-on experience with sewing machines and learn the intricate processes involved in garment-making. In New York, I was encouraged to explore my own ideas and effectively communicate them to others, which helped me win the Soen Award and several other competitions. One of those prizes was the Kobe Fashion Contest, which gave me the opportunity to study abroad for a year at Nottingham College of Art and Design in England. There, I immersed myself in European culture while working on my graduation project, which I later presented in London.<\/p>\n\n\n\n

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And you started up HAENGNAE right away after graduation?<\/strong> <\/p>\n\n\n\n

I originally aspired to work for a European maison brand, but with international travel restricted due to the COVID-19 pandemic, I decided to launch HAENGNAE in the 2021 AW season. Although I had no prior experience running a brand, I had a clear vision from the start, which I\u2019ve carefully refined step by step to this day. My focus is on crafting products with deep consideration for the emotions of those who wear them. I personally wear each piece multiple times, refining them through trial and error, while also incorporating direct customer feedback gathered from my time working in-store. I strive for meticulous attention to detail, ensuring comfort, easy maintenance, and designs that suit all body types.<\/p>\n\n\n\n

Everything seems to be going smoothly, but in the three and a half years since the brand\u2019s launch, have there been any moments of doubt or uncertainty along the way?<\/strong> <\/p>\n\n\n\n

I wouldn\u2019t describe it as uncertainty, but one thing I realized early on was that building the brand isn\u2019t just about me as a designer, and it is only possible through the support and collaboration of many people. For the sake of those who believe in and support me, I feel a strong responsibility to take the lead and wholeheartedly pursue the vision I\u2019ve set.<\/p>\n\n\n\n

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How do you feel now reflecting on your first runway show in March 2024?<\/strong> <\/p>\n\n\n\n

I’m truly grateful I did it, and the show possesses a unique charm that makes me want to relive the experience. I believe we were able to fully express ourselves in that moment, thanks to the incredible team involved, led by the visionary direction of Yoshio Wakatsuki. My goal was to create a show that seamlessly blended classic and modern elements\u2014like a sensory stage performance that engaged sight, sound, and even smell. I designed a square stage layout to encourage the audience to focus on a single perspective, rather than the movement of a traditional catwalk, and enhanced the experience with fragrances and live cello music. The show not only captivated the audience but also had a positive impact on the business side of the company.<\/p>\n\n\n\n

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