I’m Anna Popovich, a womenswear fashion designer living and working in East London. I design and make dresses and separates. At the moment it’s just me working on the label, so I do everything from researching and sketching designs to cutting the patterns and making each garment.
I think fashion is a medium that can be as innovative and thought-provoking as any other art form. Making “nice dresses” or designing something that is like something else – whether influenced by a vintage or contemporary designer – has never interested me. I design clothes because that is how I think. If something’s bothering me, if I have a question, or if I want improve my understanding of a particular subject, I do it by designing clothes.
When I started out, the thing I found most difficult was not the uncertain earnings or the long hours, but the response other people had to my chosen career. I had everything from in-depth questioning about my personal finances to, on at least two occasions, people laughing and turning to make conversation with someone else! It took me a long time to be able to answer the “So, what do you do?” question by looking someone straight in the eye and saying “I’m a fashion designer,” rather than mumbling something about making dresses. Running my own creative business has made me much more confident and assertive.
The first collection I posted on Etsy is still very special to me. It represents the first time I made a garment, which was the result of an intellectual process; not simply an aesthetic one. I spent a lot of time reading and looking into the ways in which humans have used clothing as second skins – as a way to hide or emphasize certain areas of the body.
I’m always interested in the way we use clothing to signify gender, and I love mixing masculine and feminine elements within the same piece. My Lawrence dress has oversized draped sleeves inspired by the clothing Henry VIII wore to make him appear more powerful and masculine, yet the end result is softer and feminine.
Setting up a fashion business and getting your designs noticed and sold through shops is an incredibly big step. Etsy has allowed me to ease into this, and to experiment and act on feedback I get from customers. Etsy let me to turn what I love doing into a business.
Being in control of designing and making original garments is incredibly important to me and a huge source of pride. My business is getting to a stage where I may need to get others on board to help with the process, but each design will always very much be an Anna Popovich!
Maker portrait by Francois Rocquemont, studio photographs by Anna Popovich, all other photographs by Elina Lukas.
111 comments
Aboli from FolkStroke said 6 years ago
Congratulations on the feature! Your designs are original! I am sure your heart fills with great pride when you answer someone's “So, what do you do?” Wishing you every success in your life! Happy holidays! Merry Christmas!
Mercedes from Meliorey said 6 years ago
Very unique, fantastic designs! I love them. Congratulations and Happy Holidays!:)
Matejka Max from NattyMatty said 6 years ago
Very stylish! Congrats on the feature & all the best!!!
Jane from vKnit said 6 years ago
Congratulations Anna! I've admired your stunning designs for a while now. Wishing you huge success - you are incredibly talented!
Fawning Inlove from FawningInLove said 6 years ago
These are beautiful designs, love the colors! Congrats on your feature. ♥
Alice from AliceCloset said 6 years ago
Congrats Anna!! Love your style!
Victoria Baker from LittleWrenPottery said 6 years ago
Love Anna's shop great to see her featured here : )
irini from IrinisWorld said 6 years ago
I don't like the fashion industry, i never did. It is so obviously geared to excess and is invasively manipulative of personal taste. Indie-design is the way to go and the perrenial creations of an artist clothier like Anna are clearly on their way to satisfy the feistier and more original of female spirits. Great clothes, great pictures, awesome style.
Natallia from econica said 6 years ago
love your designs! congrats!
Karrie from Steampunkology said 6 years ago
KUDOS! Stunning colors and impressive design.
Tanya from dreadsandcurls said 6 years ago
Stunning. Thanks for showcasing such a gifted designer, Etsy!
D George from GeorgieGirlLLC said 6 years ago
Love your shop! Great interview!!! Congratulations!!!!
Ainur KOKSAL from Ainurcrochet said 6 years ago
Great ! Congratulations !
Amy Gunderson from amysfunkyfibers said 6 years ago
Love your style. The colors and fabric choices are perfect with your designs!
Mary Robertson from MaggiesInn said 6 years ago
You are a talented young woman... a beautiful collection!!!
WeeBindery from WeeBindery said 6 years ago
Congratulations! You are very talented!
Mary Mayo from MVMayoPhotography said 6 years ago
You go girl!!!
Anna Buitendorp from ASplendidStory said 6 years ago
Congratulations! Lovely pieces!
mazedasastoat from mazedasastoat said 6 years ago
Love the strong, jewel-like colours, the tactile fabrics & the fact that bold zips are part of the design not just a hidden fastening! And if people don't know how to react when you tell them you're a fashion designer, it's likely to be because they think they're unworthy to mix with the likes of Stella McCartney (whereas, of course, you obviously must have brunch with her every other day!) Don't let other people's insecurities influence you, it's not your fault if they can't handle your awesomeness!
Jessie Archambault from 1509Partridgeberry said 6 years ago
Amazing designs! I love your color palette. I've got my eye on the Lucie Gold and Blue dress :) Inspiring interview, congratulations on the feature!
Gino Escate from Gygante said 6 years ago
Great work! good luck!
Natalia from Nikifashion said 6 years ago
Beautiful work!
LivingVintage from LivingVintage said 6 years ago
Gorgeous designs! Love seeing the process.
Monica from ThreeBarDGifts said 6 years ago
Congrats on the feature! Love the jewel tones! Your talent is well represented in your designs! Great job!
Sonya Rasi from sonyarasi said 6 years ago
Beautiful collection!
Gary del Mar from SeaGlassJournal said 6 years ago
Congrats on the feature and Happy Holidays!
Kimberly Shadinger from DawgDayCrafting said 6 years ago
Inspiring feature story. Your hard work is paying off. Congrats! P.S. I loved your kitchen pics!
Marta DQ from tribomo said 6 years ago
Thanks for sharing your story! No need to mumble more, you are a fantastic fashion designer! Congrats!
Jess from volkerwandering said 6 years ago
Stunning! I love your work, it is truly unique!
Genevieve from SnowDayArtist said 6 years ago
Your work has a 'strong voice' - this is truly remarkable in this day and age in the fashion industry. We salute you! May 2013 be a wonderfully prosperous year for you.
Priscilla from youcute said 6 years ago
Congratulations on your very inspiring and encouraging feature:)
Zareena from LuvCrocheting said 6 years ago
I like the colors. Congratulations on being featured.
Rae from AgnesHart said 6 years ago
Well done Anna.Its a great article.Merry Christmas x
Gina from ArigigiPixel said 6 years ago
Beautiful dresses! Congrats!
Marilú from MVDesignInk said 6 years ago
Beautiful work! Congratulations on the feature and wish you a huge success!
SewnNatural from SewnNatural said 6 years ago
i love your work! congratulations!
accentonvintage from accentonvintage said 6 years ago
Fantastic designs! Congrats!
Jessica Grundy from solocosmo said 6 years ago
lovely work! congrats on your feature!!!
Susannah from HandmadeBySusannah said 6 years ago
What beautiful designs! Off to look some more.
Nakkashe from Nakkashe said 6 years ago
unique designs ... congrats on FS
Margaret from studio2355 said 6 years ago
These are real clothes and you are very good at it. For the large busted I would like 2-3 more inches on the sides. Congrats and Merry Christmas.
Erin O'Rourke from Aruguletta said 6 years ago
Using etsy to turn what you love into a business -- many people can say this, but fashion is such an intimidating business. It's really nice to see a feature like this on an independent designer.
AMD from AMD said 6 years ago
Good to see designs out there that is of a unique style instead of repetitions. Congrats on following your dream and succeeding. You will go far.
Jenni and Jessi Obloy from HolmesandWatson said 6 years ago
Lovely interview and equally lovely clothing! Congratulations on the feature!
DMarie Trevino from MyVingtique said 6 years ago
Congrats on Your feature!
Jess Masters from RefinedRock said 6 years ago
Such lovely work! Love the velvet pieces :-)
Fabulize from Fabulize said 6 years ago
Love it. Beautiful design and work. =)
iammie from iammie said 6 years ago
Beautiful! Congrats!
Asta from CozyCappuccino said 6 years ago
I admire your work and your courage! keep going and good luck for you !
oinkforham said 6 years ago
What absolutely marvelous designs!
Joan from FrankieBs said 6 years ago
Wow. Just stunning.
Penny Birch-Williams from PennyBirchWilliams said 6 years ago
Such unique and awesome fashion design. How wonderful that you are finding success doing what you love, making something that is you. I design and make dresses only for my daughter (for dance and for cosplay) and it is so difficult, takes more skill and technique and patience than I have, or that I can imagine ever possessing for the kind of work you do at your level. I have a lot of respect for designer-makers who sew! Wishing you great success as you move on to the next level in your business.
Flora from InnerWild said 6 years ago
Yay! How wonderful to see the super-talented Anna featured! Every garment she makes shines with radiant beauty. A million times more appealing than the bling fashion houses.
Sandro Stumpo from GalleryDiModa said 6 years ago
Very unique.
Nyuta Orlova from EjaEjovna said 6 years ago
Amazing...... Congrats!!! Great work!
Tami Lopez from TamiLopezDesigns said 6 years ago
Really stunning creations! What talent! Best of luck to you!!!
Jane Brown from SandCanyonJewelry said 6 years ago
Beautiful pieces! Much success to you!
Marina Bancheva from aBanchOfFashion said 6 years ago
Lovely dresses!! <3
Kim Bloomberg from KimBloombergDesigns said 6 years ago
Congratulations! Great color and beautiful designs!
twistedthorn said 6 years ago
I'm so glad to see this. Have been "window shopping" for months, beautiful creations indeed.
hasincla from travelwanderings said 6 years ago
Congratulations on the feature! I love that you have become more assertive about what you do, one of the important things I've learned is that being assertive and confident gets you respect, even if your ideas are different. Be proud of what you do and follow you heart! You seem to be doing just that.
Andrea and Susan from GlitterOrnaments said 6 years ago
Beautiful clothes, gorgeous colors! Congrats!
Hendri . from butikonline83 said 6 years ago
lovely..!!
Dallabeadstore from 925silverjewels said 6 years ago
Beautiful design.....:)
Michelle from BirchandBliss said 6 years ago
Beautiful!
Cecilia from miramelindo said 6 years ago
So interesting to read. So good to learn about other people's processes and struggles to follow their own path. CREATIVITY TAKES COURAGE, said Michelangelo, love the phrase. Wish you the best!!!!!!!!!!
Katia from VaKaDi said 6 years ago
Wow, amazing :))) So unique designs :) Dream...!!!
Kirsten Hadley from PomLove said 6 years ago
gorgeous! we just exclaimed at the same time that you need to go on Project Runway! well done and congrats!
Demet Gunuc from ColorfulPixelsByLife said 6 years ago
Your works unique and realy design..Congrats Anna :))
Marie-Claude from CocoBoho said 6 years ago
Very unique and sexy designs. Great photo-shoot! I'm a looking to do a profesional shoot for my next collection in 2013. Was wondering what was best for framing models. You seem to do a bit of everything and I like it. Thanks for sharing! Congratulation for being featured!
DebraSunshine said 6 years ago
Your designs are beautiful!
Irene from Erinbonnie said 6 years ago
Congratulations Anna! your style is magnificent! I love it!
thedelhistore from theDelhiStore said 6 years ago
Congratulations! Your designs are gorgeous!
Prayer Notes by Cynthia from PrayerNotes said 6 years ago
Love your designs! A true artist, you are. Congratulations!
Tracy from BabyNest said 6 years ago
simply stunning...wow.
Nicole from Crackerjackarma said 6 years ago
This was so fun to look at ! Beautiful designs with stunning photo's. It's truly exciting fashion ~ Love how your mind works. Cheers to much continued success.
BonTons from BonTons said 6 years ago
Great designs. Congratulations on the Feature
Laura Kay from diarysketches said 6 years ago
sew beautiful
Dawanna Young from peacesofindigo said 6 years ago
Congrats, Anna! Your designs are beautiful~
JoDene Moneuse from JoDeneMoneuseJewelry said 6 years ago
Beautiful, original work! Congrats on being featured and I wish you many future successes!, JoDene
MissMerryweather from MissMerryweather said 6 years ago
Hi Anna! I just wanted to say that I face the same thing with people taking me seriously. My business is not nearly as developed as yours, but when people ask me what I do in my free time or if I am going on to school, I always try to explain that I want to own/run a creative business, and I often get the "aw that's a cute hobby" response and I am still figuring out how to phrase it in a way that will make people take me seriously! Thanks for helping to pave the way for other creatives! ~Liz
Gwynne Collins from DaysLongGone said 6 years ago
Congratulations on the FS! Beautiful and unique!
Universal Love Jewelry from ULoveJewelry said 6 years ago
Great feature!!! Love the photos of the sketches :)
Ikhlas and Kawthar from INKhandcrafted said 6 years ago
Very interesting outlook! Great designs! Congratulations Anna Popovich. :)
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Shelly Porter from ShellyPorterArtworks said 6 years ago
Wonderful interview and lovely to hear the thought process of your designing. Your pieces have such personality! Some are playful, others strong, or sensual and all are sophisticated. Your historical research and the essence of that balance well with the contemporary style. Congratulations Anna!
Kristina Ilickovic from Kastina said 6 years ago
Congratulations Anna, love your shop,bold and unique design. Bravo:)
LIAT kires from ATLIART said 6 years ago
Great shop. great interview!
Ronda from SundaRose said 6 years ago
loved this interview. Wonderful creativity! Wishing you great success.
Lindsay from SweetThreesBoutique said 6 years ago
Great and unique clothing! Congratulations on your success!
aressa from OriginalBridalHanger said 6 years ago
Wonderful feature! Congrats to you!!
pasin from Pasin said 6 years ago
Love Anna's shop, Congrast.
Elisabeth Arona from AronaDesigns said 6 years ago
Gosh, I know what you mean about answering that question. I'm not quite to that place yet (answering looking them in the eye) but I am getting there. Beautiful beautiful designs you have.
Elizabeth Soutache from ETSoutacheJewellery said 6 years ago
Love it! Amaizing! Verry big talent you got! :)
Valerie from valeriestitchery said 6 years ago
I love Anna's rich textures and colors. They're so sumptuous and baroque. That Marilyn dress is amazing!
Mary Lezcano from BellaBboutique said 6 years ago
Congratulations on the feature and on being a fashion designer! ;] happy to hear that your biz is growing beyond you, that is fabulous news! Beautiful designs xo
Lisa from REBELbyFATE said 6 years ago
Awesome designs!! I ♥ the self confidence that you now possess when asked what you do...kudos to you. Congrats on your feature + continued success!!
Rachel from PeppersJewelry said 6 years ago
Your description of how your confidence increased as you grew as a designer is a great addition to the read. Very nice feature.
Liz Hutnick from LizHutnick said 6 years ago
Fabulous designs! Great feature!
Deborah from art4ear said 6 years ago
Wonderful originality! Love what you're saying. Wishing you tremendous success in 2013!
Zoui from XZOUIX said 6 years ago
i like the way you work with the color <3 congrats on feature :)
Andrea Nichole Still from WhateverWorks said 6 years ago
I totally sympathize with your initial reluctance to talk about your job. Most people don't take designers very seriously, and wonder why we don't get a real job. Your work is fabulous! I love the variety of silhouettes and the interesting details! Good luck with your venture.
Illana Leizin from studiolana said 6 years ago
Beautiful garments - very inspiring!
alicia herlihy said 6 years ago
Your story is so inspiring! I hope one day that I will be able to do the same. Wishing you much success on your beautiful and unique designs.
Miss Hildebrandt from MissHildebrandt said 6 years ago
I love your choice in REDS!
Charlotte Renata from HenrietteRenee said 6 years ago
Wow! Trey're totally gorgeous!
Alison McLeod from Glasgowaliballetbags said 6 years ago
Love your stuff! Well done for living your dream. Ali /*
Rossana from RossanaJewelryDesign said 6 years ago
Love your dresses and identify with your story too!
Jeannie from MysticalRaindrops said 4 years ago
Love your designs :)
Jeannie from MysticalRaindrops said 4 years ago
Love it