If you’re somebody who counts minimalist sneakers and sculptural purses amongst your all-time favorite wardrobe staples, it’s probably you have got Vanissa Antonious to thank. The Australian-born, London-based style artistic of Egyptian heritage is the brains behind NEOUS—the model that helped usher in a new period of low-key but luxurious equipment within the first place.
Founded in 2017, NEOUS launched with a line of leather-based sneakers that blended perform, type and craftsmanship in a manner that felt refreshingly fashionable. Handmade in Italy by impartial artisans, the designs stood other than their extra trend-driven counterparts, providing an understated aesthetic with enduring enchantment. Unsurprisingly, demand quickly led to an enlargement into purses — and immediately, the model is a cult go-to for trendy and discerning ladies the world over.
Here, founder and artistic director Vanissa Antonious lifts the lid on the fashionable world of NEOUS, sharing what life appears to be like like behind the scenes of her nine-to-five—from morning rituals and artistic inspiration to the teachings she’s discovered alongside the way in which.
(Image credit score: Courtesy NEOUS)
I can’t begin my morning with out… A quiet second. Even if it’s temporary, I would like a pause earlier than the day begins. Usually which means mild, tea, and a couple of minutes to assemble my ideas in the beginning begins shifting. During busier durations, train turns into important within the morning, too. It’s much less about health and extra about grounding myself and clearing my head earlier than the calls for of the day take over.
The manner I dress within the morning is… Mostly instinctive and sometimes reflective of how I’m feeling. I costume for consolation and motion, and for regardless of the day holds, whether or not that’s conferences, studio time, or journey. Some days I need to really feel held by acquainted, grounding items. Other days, dressing up brings pleasure and confidence. I nonetheless love styling a new outfit or placing issues collectively in an surprising manner. Almost the whole lot I personal is timeless, which suggests all of it works collectively, and that simplicity takes a lot of strain out of the morning.
My in-office necessities are… Good mild, a nice soundtrack, good vitality, and a good workforce. More than something, it’s the folks and the ambiance that form how the day unfolds.
My favorite post-work ritual mirrors my mornings in some ways. Quiet time, mild motion, or a significant dialog with a good good friend. I’ve discovered that switching off isn’t at all times straightforward, however these small rituals assist me soften the transition from work to relaxation.
(Image credit score: Courtesy NEOUS)
I discover design inspiration from… Many locations— structure, artwork, journey, on a regular basis remark… A set often begins with a feeling or a query somewhat than a pattern. The course of isn’t linear. It entails analysis, sketching, discovering new supplies, moments of doubt, and a lot of modifying. Clarity comes slowly, and I’ve discovered to belief that uncertainty is a part of the artistic course of.
What makes NEOUS particular is its restraint. In an business that usually rewards extra, selecting simplicity and longevity felt each difficult and essential. I wished to create items that had been distinctive however genuinely wearable. Something refined, however sensible sufficient to reside in each day.
The neatest thing about my job is… Working with a nice workforce and seeing concepts take form over time. There’s one thing extremely rewarding about watching a idea slowly change into an object, after which seeing it discover a place in somebody’s life. Those moments make the tougher days worthwhile.
(Image credit score: Courtesy NEOUS)
There have been many significant moments since I based the model… From business recognition just like the three Fashion Trust awards and the Vogue Fund nomination, to seeing NEOUS develop throughout 29 nations. But a few of the most particular moments are very quiet. Spotting somebody carrying NEOUS of their on a regular basis life nonetheless surprises me. I generally cease folks with out telling them who I’m and ask in regards to the bag or sneakers they’re carrying. Hearing their relationship to the piece is extremely grounding.
My largest profession achievement so far has been… Building NEOUS into a model with a clear id and seeing it resonate globally, whereas staying true to its unique values. I feel each entrepreneur would agree that most of the largest achievements are invisible. The troublesome negotiations, the setbacks nobody sees, the non-public development required to maintain going. Those moments form you simply as a lot because the seen successes.
The most essential lesson I’ve discovered in enterprise is… Patience. And studying that progress isn’t at all times seen. Building one thing lasting takes time, and trusting the method, particularly when issues really feel unsure, has been one of many hardest and most essential classes.
(Image credit score: Courtesy NEOUS)
How has my enterprise developed over time? The workforce has grown, and so has the scope of the model. We started with sneakers, moved into purses, and are actually introducing sneakers, with different classes on the horizon. At the identical time, our inside buildings and infrastructure have needed to evolve. It could sound unglamorous, however these foundations are important. With that development has come readability. The model feels extra assured, extra intentional, and extra grounded than ever.
Currently, I’m engaged on… Developing new classes and refining present ones, with a sturdy deal with supplies, building, and the way items match into actual life. Marketing and DTC are additionally a main focus proper now. These areas are altering quickly, so there’s a lot of studying, testing, making errors, and adjusting alongside the way in which.
As for the longer term… We’re coming into an thrilling new section with a new footwear class, which appears like a pure evolution for a model rooted in practicality and motion. Beyond that, the main focus is on considerate development, deepening what we already do, and persevering with to construct the world of NEOUS in a manner that feels trustworthy and sustainable.