Photo: Courtesy of Anne Karim
Cover Photo: Courtesy of Anne Karim

Nearly a year since launching her ethical line of luxury women's blazers in London, Anne Karim now brings her brand of elegant outerwear back home to Malaysia

Ida Fauziana Karim, known fondly as Anne Karim, is dressed in one of her own creations: a sleek, salmon-toned blazer with delicate gathered sleeves. She insists that pink is not her colour; but this blazer, the Nefertiti, is special.

It's a tribute to her best friend who motivated her to launch her own ethical fashion label in London in October 2020, amidst a pandemic. In the UK, she worked in the legal profession for years, and blazers were a wardrobe staple. Anne was convinced that there were more creative and exciting alternatives to the monotonous versions she was used to wearing. The solution soon presented itself in a sudden epiphany: if she couldn't find the blazers she sought, she would design some of her own. Made from premium Italian and Japanese fabrics crafted to gorgeous silhouettes, her collection slowly but surely came to life.

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"At work, I always felt that instant confidence whenever I put on a blazer," she reveals. "I realised that we all come in different shapes and sizes, and we like different colours. With Anne Karim blazers, there's something for everyone, whether it's straight cut, fitted or cropped." 

Now back home in Malaysia to introduce Anne Karim London to a Malaysian audience, the mother-of-two tells Tatler the biggest sources of inspiration behind the brand, from the first female tailor on Saville Row to the suits in the John Wick films.

Tatler Asia
The 'Nefertiti' blazer
Above The 'Nefertiti' blazer from the Amaranthine collection by Anne Karim London
Tatler Asia
The 'Champagne' blazer
Above The 'Champagne' blazer, from the same collection

When did your love for fashion start?

Most definitely when I moved to the UK. The changing fashion of the four seasons inspired me even more and I definitely paid more attention to fashion when I was there than back home here in Malaysia. I loved seeing people mixing and matching jackets, boots and coats.

Tell us about how Saville Row inspired the Anne Karim London collection.

So if you go to Saville Row in London, it’s basically monopolized by male tailors, right? You'd be hard-pressed to find a female tailor, but there are a few. One in particular was Daisy Knatchbull from The Deck. She’s young and so successful in a sense that she breaks barriers, proving it’s not just men who can wear suits well. While I loved blazers and not necessarily suits, I was really inspired by her.

See also: 12 Stylish Malaysian Women To Follow On Instagram

 

 

Tatler Asia
The 'Duchess' blazer
Above The 'Duchess' blazer

Why is ethical fashion so important to you as a designer?

While I was doing my research, I discovered how the fashion industry came under fire because of how much it contributes to our carbon footprint. I found articles on London fashion brands that exploited workers, and others on crazy popular fashion trends that would lead to product and fashion wastage all over the world. I thought, if I wanted to do this, I'd do it ethically.

Our ethos at Anne Karim London is design exclusively, produce ethically. I don't support the idea of mass-produced fashion. We don’t want to be pressured to keep following trends and change collections every season while letting previous collections go to waste.

Related: Designer Melinda Looi On Fashion, Family And Fortunes

 

Tatler Asia
The Monaco blazer
Above The 'Monaco' blazer

What was the most memorable milestone for Anne Karim London in the early stages?

Besides being able to launch the brand itself, it was when the co-founder and director of Flying Solo, New York City gave me a call and invited me to showcase my works within their community of independent designers who shared the same values as I did.

When I started selling blazers to New Yorkers and started giving interviews with media, I think it really hit me. It was the press in Morocco that first spotted us. Hopefully, fingers crossed, now that I’m back in Malaysia, I'll be able to introduce the brand here too.

Who would be your dream client to work with?

Definitely Marion Caunter. There’s something about her style that’s so eclectic. Whatever she puts on just exudes pure confidence.   

What's your secret to distinguishing yourself as a designer?

I think every designer is different, and it never started out as me trying to distinguish myself from anyone. Whatever you see with Anne Karim London is just me trying to be me. It's me trying to tell a story about the journey while celebrating the individuality of the wearer.

Tatler Asia
The Italian Sunset blazer.
Above The 'Italian Sunset' blazer

Is there an Anne Karim blazer in particular that suits your style and personality best?

The Italian Sunset blazer is definitely more me. The inspiration for this blazer design came to me after I watched John Wick. I don’t know how or why, but the suits worn by Keanu Reeves inspired me. Maybe one day I'll get to work with him; who knows?

See also: 17 Jewellery Pieces Inspired by Netflix's 'Bridgerton'     

Credits

Images  

Anne Karim London

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