BREAKING NEWS: Vanissa Antonious, the visionary founder of NEOUS, has opened up about her daily routine and the driving forces behind her successful fashion brand. The Australian-born, London-based designer is transforming the luxury accessories landscape with her minimalist approach.
In a revealing interview, Antonious shared insights into her creative process, morning rituals, and what it means to run a brand that has captured the hearts of stylish women globally. Founded in 2017, NEOUS has expanded from a line of innovative leather shoes to a collection of coveted handbags, now available in 29 countries.
Antonius emphasizes the importance of quiet moments to start her day. “I can’t start my morning without a quiet moment. It’s essential for gathering my thoughts before the day begins,” she stated. This grounding practice prepares her for the demands of her role as creative director.
Her daily outfit choices reflect her instinctive style and the functional demands of her busy life, whether attending meetings, studio sessions, or travel. “I dress for comfort and movement,” Antonious explained, underscoring the balance of practicality and personal expression in her fashion philosophy.
In the office, Antonious values a vibrant atmosphere, crediting her team and the energy of her workspace as crucial to her creative output. She stated, “It’s the people and the atmosphere that shape how the day unfolds.” This teamwork has been instrumental in developing NEOUS into a brand synonymous with understated luxury.
The designer draws inspiration from various sources—architecture, art, and everyday observations—stating that her collections often begin with a feeling rather than a trend. “Clarity comes slowly, and I’ve learned to trust that uncertainty is part of the creative process,” she noted.
Reflecting on NEOUS’s evolution, Antonious has seen her brand grow significantly while maintaining its core values of simplicity and longevity. “What makes NEOUS special is its restraint,” she remarked, indicating a commitment to creating pieces that are both distinctive and wearable.
Among her proudest achievements is witnessing the brand resonate globally while staying true to its identity. “Spotting someone wearing NEOUS in their everyday life still surprises me,” she shared, emphasizing the emotional connection customers have with her designs.
As Antonious looks to the future, she is focused on expanding the brand’s offerings, including introducing new footwear categories. “We’re entering an exciting new phase,” she revealed, highlighting a commitment to thoughtful growth and sustainability.
In addition to her design work, Antonious is honing her marketing strategies and direct-to-consumer initiatives, recognizing the need to adapt in an ever-changing retail landscape. “There’s a lot of learning, testing, making mistakes, and adjusting along the way,” she acknowledged.
With NEOUS leading the charge for minimalism and luxury, Antonious continues to inspire a new generation of fashion enthusiasts. The brand’s journey is a testament to the power of creativity, vision, and resilience in the competitive fashion industry.
As NEOUS prepares for its next chapter, the fashion world is watching closely. Stay tuned for more updates from this innovative brand that promises to reshape your wardrobe essentials.
