How An-née’s silk jewelry found success on Premiere Classe
Founder Alexia Nokovitch celebrated the brand’s first decade at the latest edition of Premiere Classe.
“There is room for everyone in fashion. But I have to say that buyers who come to Premiere Classe have taste, and a sense of respect for the way young designers work.” Alexia Nokovitch knows what she’s talking about. She’s been an exhibitor since the beginning of An-née, the brand she launched in 2016. Passionate about illustration, she started by designing silk scarves, with the aim of making the product more accessible to a younger customer base. A decade later the scarves have turned into jewelry pieces, now sought after from France to Japan. We met with her to reflect on her journey.
Why have you chosen to focus on silk scarves?
Drawing has always been my passion, so they seemed like an ideal medium to express my creativity. When I launched An-née, I wanted to give silk a more relaxed image, with graphoc pieces that could appeal to younger generations and that one could wear without worrying about damaging.
Where do you find inspiration?
I’m sensitive to the poetic work of multi-disciplinary artists such as Jean Cocteau, who embraced drawing, film and literature, or Jean-Charles de Castelbajac. I was trained at his studio. I’m interested in creations whose narrative transcends the medium.
Is this how your scarves turned into jewelry?
Yes, almost by accident! I started with small bands of silk that could be tied around the wrist, almost like a random gesture. They had such success that I decided to improve them with a touch of chic, by adding a metal frame-. This is when things really started to shift. Today, over 80% of our revenues come from pieces that mix woven silk and metal.
How has Premiere Classe contributed to your success?
It opened the doors to the international market, and continues to do so today. We started at Who’s Next, which allowed us to introduce the brand to European buyers. Premiere Classe and its high-end positioning then became an obvious choice. We are still exhibiting at both, they are very complementary.
What advice would you give to a young brand launching at Premiere Classe?
The same that was given to me at the time: be patient and persevere. The first season, people will see you. The second season, they will remember you. And the third season, they will buy! Premiere Classe is a highly coveted trade show, at the heart of Paris, during Fashion Week. We’re very lucky to be here!
