ANREALAGE

Where do you look for new ideas or voices in fashion?

My inspiration often comes from outside the traditional fashion world. I find new ideas in science, chemistry, physics, space exploration, biology, everyday life, and even the way people perceive the world. I believe every field holds something extraordinary, and discovering those hidden wonders can spark the beginning of a new collection. By exploring these diverse realms of knowledge, I continually push the boundaries of what fashion can be and create something truly original.

In which ways might fashion creativity effectively drive growth?

Fashion creativity drives growth by continuously embracing innovation and new technologies. At Anrealage, we believe it’s crucial to connect fashion with rapidly evolving tech. By applying cutting-edge technologies that haven’t been used in clothing before, we can transform how people perceive fashion and expand what’s possible. This fresh approach not only sets us apart but also opens up new markets and opportunities. In essence, creativity fuels progress by pushing boundaries and offering people something genuinely novel and exciting.

How essential is heritage and/or a distinctive identity in contributing to a brand’s success?

A strong heritage and distinctive identity are vital to a brand’s success, but they must be balanced with constant innovation. For Anrealage, our unique identity is the foundation that makes us independent and recognisable. At the same time, we believe in continuously challenging ourselves with new ideas and technologies rather than resting on past achievements. This balance ensures we remain true to our roots while staying free to explore uncharted territories. In short, heritage gives us credibility and character; but our willingness to evolve keeps the brand fresh and relevant.

What surprises you about the industry in 2025?

In 2025, I’m most surprised by how seamlessly technology has integrated into the fashion industry. The arrival of devices like Apple Vision Pro has blurred the line between real-world fashion shows and virtual experiences. It’s astonishing to witness runway presentations where physical garments and digital visuals coexist and complement each other in real time. This mixed-reality approach to showcasing fashion was almost unimaginable a few years ago. It shows that the industry has evolved in extraordinary ways, merging the tangible and virtual like never before.

Who or what is generating the greatest influence in fashion today?

Interestingly, the greatest influence in fashion today isn’t a traditional designer or magazine, but a leader from the tech world. For example, Sam Altman, through his work in artificial intelligence as co-founder of Open AI, is having a huge impact on creative industries, including fashion. The rise of AI tools and innovations championed by visionaries like him are changing how designers create, how trends are forecasted, and how brands engage with consumers. In many ways, technology leaders are now setting the stage for fashion’s future by enabling new design methods and experiences we couldn’t imagine before.

How do you think your brand can spark and sustain desire with so much else going on in the world?

In a world overflowing with distractions, our brand sparks and sustains desire by engaging people, both in the real world and in digital spaces. We recognise that many individuals now express themselves not only through physical clothes but also through their avatars in games and in the metaverse. Just like real people, these digital personas have unique identities and crave fashion that reflects who they are. By creating innovative, intangible digital fashion alongside our physical collections, we cater to this dual reality. This approach keeps the brand relevant and exciting, while offering meaningful fashion experiences whether you’re dressing yourself or your virtual avatar – and it even contributes to a more sustainable business model by exploring non-physical creativity.

There seems to be more overlap between fashion/entertainment and fashion/sports than ever. Thoughts?

Today, the boundaries between fashion and other cultural spheres such as entertainment and sports are dissolving more than ever. Sports, for example, were not originally considered part of high fashion, yet athletic wear eventually evolved into a major fashion category and even led to luxury collaborations. I believe we’ll continue to see such transformations in new areas, and the one I find especially promising is gaming. Games like Roblox are already merging with fashion brands, and I sense that the day when gaming itself becomes an integral part of fashion culture is not far away. This kind of convergence creates exciting new ways for people to experience style, whether they’re on the runway, in a stadium, or in a virtual world.

This interview has been lightly edited.