This interview with Anja Zecevic is not a normal interview for me. I have known Anja for several years and for me it has a special meaning because I followed Anja’s path from the beginning: from the dream of creating a footwear brand, to the first sketches she showed me, to the final concept … to the strenuous search for a high-level footwear manufacturer, which could give attention and trust to a brand that, in fact, did not yet exist and was not run by a famous company, or even less by a multinational.
Today, when the dream that was all in Anja’s mind has come to life, it seems to me the time has come to tell the whole story. From the very beginning, so that this can be of inspiration and help to every young designer who fights to create her brand.
Here is the interview!
Let’s start from the beginning Anja. Your origins and love for fashion. How was it born and how did you carry it out?
I remember as a child my Mom used to have a huge library, mostly with Russian classics, and in the bottom shelf of it (the most reachable for my height at that time) was a pile of magazines, fashion magazines, Vogue – my favourite one that caught my attention was with a cover of the top models of 90s – my favorites were Cindy, then Naomi and Linda, and my mom loved Claudia Schiffer, since they are both blondies 😀 Then, when for being a perfect schoolgirl, my dad would ask me often which present do I want after he comes from work, and I was asking always and only for all the fashion magazines that he could buy in the beginning of each month. 🙂 Later we got the Fashion TV channel in Russia and I would stare at the fashion shows and models. My brothers would fight with me over that as they were not understanding I found interesting about girls walking on the catwalk with some music (techno musicof course) in the background.
How did you experience the choice of moving from Montenegro to Italy? Was it supported by your family or did you have to fight for it?
Actually it was more vice versa, I lived more in Italy than in Montenegro.Montenegro it’s my fatherland, with beautiful nature, but not a place where I would ever love to settle down.
I moved to Italy after Russia and Belgrade (the ex Yu capital), at the age of 21, doing 2 masters in Milan as well as 2 internships.
First master at SDA Bocconi was related to the family activity in healthcare, so they were happy about it. The second one – fashion business was by my strong insistence.
How did you get the idea of creating your own brand of footwear rather than clothing or other accessories? Was that your dream from the start? Or is it an illumination that came later?
Oh well, the dream came out from a nightmare. I was passing through a very hard period of my life. That is when I was inspired and drew a ‘Cactus Woman’ who was protecting herself from the world with pricks, yet inside her stable was juicy, flashy and vulnerable. After I drew the sketch, I’ve realised (having a business mind, too) that the ‘cactus boots’ part of a costume would work great as the idea of a new brand.
When was the moment you said to yourself: is it time to leave?
After some spiritual meditations that I had in Thailand I realized that my real way is to deal with fashion and women empowerment, not with what my family planned for me.
The first drawings: did you immediately guess the right shape and the idea, or the shape with which you characterized your first collection and therefore your brand came later? When did you realize it was the right design?
I knew from the beginning that that shape was the right one, high heel and high platform with the inclination that looks sexy but feels very comfortable, empowering woman from day to night.
You anticipated a trend … we talked about it several times: that of these particular shoes with a very high wedge under the front, and a heel to design a sort of ‘gallery’ if we can tell it in this way. A shoe with a strong personality, but at the same time comfortable to wear.
The CACTUS BOOT is a rebel against a weak silhouette. It’s barely there, yet distinctively coats the leg in luxurious calfskin.
Crafted with an expert focus on heel and arch construction, “Arco dell’Infinito”, it reminds us of desk-to-dinner (dusk-till-dawn) and the infinite wearability of a shoe.
The fact of seeing appear on the market, before you could present your line to the world, but other famous designers who came out with this trend, did you like it, or did you feel sorry because you didn’t have the opportunity to anticipate the trend itself?
I was feeling very sad seeing that trend was popping out while I was blocked in the first lockdown of Pandemic in Montenegro, I was not sure when I could have been back to Italy and when the factory would start again the production. Then slowly but surely I continued the production, I got used to the idea that my idea was a trend before the trend, and it’s just important to have patience and work on it not losing hope and belief.
Your shoes actually have something that no one has, a detachable part that transforms them from low to very high boots. It allows you to customize them and buy interchangeable pieces to make them unique and evolve over time. Tell us about this concept.
CACTUS BOOT was created to encourage diversity in identity. The collection is genderless & the leg extensions are adjustable by length and fit sizes XS-XL. I’ve seen so many girls that are beautiful, just as their jeans sizes are different so are my leg extensions.
Another personal point: I used to travel a lot before Covid, I would have a whole suitcase just for my shoes, different lengths of shoes matching the different lengths of outfits.. and that was heavily annoying. So, why not to have a perfect ankle boot and the adjustable leg extension in 2 different lengths for a trip?? Those are 3 pairs of gorgeous Napa leather boots in the end. For a strong woman on the go, I loved the idea of giving her the possibility to choose whether to buy ankle boot and adjustable leg extension together, or separately, when she feels it.
I would like to underline another point that I know is very important to you: the unisex concept, or rather genderless, of your products. Tell us your vision on this point.
The first heels were actually worn by British butchers in 16 century, so no men should be scared of it. : D we might see heels worn by men in pop and rock culture as well. But, personally speaking, my decision was inspired by my gay friends, I love them all but I hate when they “try” to put their feet in my high heel shoes, so the decision to create “cactus boots” in sizes up to 46 was quite natural for me.
Jokes aside, Anja Zecevic Milano stands for gender equality, hence, not only empowering women to feel sexy yet confident and strong when wearing platform heels, but also men and all other gender identities who are willing to wear the boots, that they desire. Everyone should be free to wear the style he / she is willing to.
The first heels were actually worn by British butchers in 16 century, so no men should be scared of it. We might see heels worn by men in pop and rock culture as well.
Now another fundamental point. The research of the manufacturing company that was able to support you in the production to obtain the product, exactly as you imagined it and with the impeccable quality you were looking for. Was it easy or difficult to find the right manufacturer? And how much work has there been in synergy with them to find the ‘perfect’ model?
My shape is totally different something that did not exist in the production in Italy, so being a young female designer from Montenegro, it took me a lot of time to find a luxury factory that would believe in my unexisting shape and invest in time to produce it, while already having millions worth of orders from Bottega and Gucci. I traveled all of Italy from South to North, and in the end I got lucky to find a producer in Parabiago, exactly the same one that produces for Hermes.
I saw your site came out. Who will take care of the photographic and creative part that will accompany the product launch?
The new digital campaign was inspired by the Firefly. As i’ve lost my father this year, i was looking for proof and hope of an infinite life. Fireflies in eastern culture do represent it. I was inspired by the fact that our external appearacnes my change but the essence within us never does. The campaign was done by an amazing team: photography by Nicholas Fols and videography by Cristiano Pedrocco , while set design by Luigi Battaglia in Milan.
When will we finally be able to buy your shoes and what will the price range be?
My “Cactus boots” capsule collection is now exclusively available onlin on www.anjazecevicmilano.com with the price of 760 euro for a pair of platform ankle boots , shipment included! The adjustable leg extensions are currently available to preorder, also online, with the price of 120 euro. I started with a smooth price to introduce the new contemporary luxury product to a public, but the next collection is coming to be costlier, due to the rising expenses of raw materials and the production that is 100% made in Italy.
What will your brand promotion strategies be? Social? Influence? Word of mouth?
All of those channels are important to me especially in the beginning, but Social media for in the era we are living in is of a crucial importance to me. I’ve just assigned my friend and fashion critic Louis Pisano on a role of Artistic Director. His first initiative was #AZPugliaDream launch trip in August 2022 gathering talented friends of the brand.
Will this first collection be on sale only on your website, or will we be able to find you in stores too?
My brand is just new born on Milan right during the pandemic so I got totally prepared on the ecommerce side. Don’t miss my website www.anjazecevicmilano.com I am an emerging designer and I am ready for buyers’ meetings in a multi brand showroom during PWF 26 sept – 5th oct in Marais and in 2 showrooms in Milan 20-25 sept 2022.
Do you already have in mind how the collection will evolve in the coming seasons?
Yes I do, I am currently working on new models and new colours. Stay tuned. 🙂
After all this important and difficult experience, which finally today after years of work brings your brand to see the light, and to end up at the feet of the public…. What are the tips you feel like giving to a young designer who comes out of a fashion school like you and wants to create his own brand?
If your belief is that strong, like a love that doesn’t make you sleep at night, and you lose your breath while thinking about it, then you must do it. No matter how many obstacles you ve got on your way. Nothing beautiful comes easy. Just trust the timing of your life. And don’t forget to study 🙂
Info e contacts:
Official site: www.anjazecevicmilano.com
Instagram official page: @anjazecevicmilano
More from Brands & Designers
Loro Piana accused of not paying its indigenous workers in Peru
"Our excellence": this is the value proposition found on Loro Piana's official website under the "viçuna" section. And indeed, how could …
The 60s in the co-lab “La Vacanza” by Donatella Versace and Dua Lipa
Donatella Versace and Dua Lipa together for Pre Fall 23 to celebrate the Italian summer. The co-lab between fashion and …
Fashion and design: an open dialogue
From the very early 60s, the artistic dimension that followed the economic, artistic and scientific renaissance saw fashion as the …
