anna galaganenko

full look. Anna Galaganenko
opposite
full look. Anna Galaganenko

If you’re seeking a passionate, young label to keep your eye on as we enter the new year, it’s Anna Galaganenko. Founded in 2017 as a mono brand for shirts, Anna Galaganenko has since debuted collections during Paris Fashion Week and spearheaded the industry’s upcycling movement to help with sustainability. In this feature shot by photographer Lukas Ruebenacker, modelled by Barathy, styled by Petra Haller with hair and make up by Stefanie Maissen, it’s easy to see how Anna Galaganenko is blending contemporary art with exuberant colours and designs that embody what it means to be free.

Speaking to Schön!, Anna Galaganenko discusses the sustainability movement in fashion, the importance of upcycling, the brand’s most recent collection ain’t no mountain high enough, and more.

What is the ethos behind Anna Galaganenko?

Our philosophy is that we create new clothes from what we already have. We care about our environment and set a new tone to the term sustainability within the industry, and to make people aware that they can do the same.

You started the label in 2017, how have you grown as a designer between then and now?

My start was accidental as it was the only way to continue to do what I love and stay in Europe. I have started as a mono-brand for shirts and I was convinced that all that counts is to make only one product well. Then I suddenly had an opportunity to create denim and it made perfect sense to present a total look. I have learned the science of denim, which is a great world full of endless possibilities. At the moment I only work with vintage denim, because there are a lot of great ones and we need to “clean up”. Today I make silk dresses, coats and upcycled knitwear – those are the latest achievements.

The label originates in Milan. How has the city of Milan inspired you as a designer and your collections?

Yes, the creative studio is based in Milan, but I live between Italy, Austria and Portugal. These 3 countries are equally important and inspirational to me. It’s a great privilege to get to know the cultural heritage of each of them and I very much enjoy their differences. I wouldn’t say that any city, in particular, influences me more than the other, but I believe that the countryside and nature are the most influential artists to me.

full look. Anna Galaganenko
opposite
full look. Anna Galaganenko

All items are also produced in Italy, why was it important to you to ensure your garments are made ethically in Milan?

It’s a choice towards quality rather than quantity, it’s the most natural way to do it (like eating local seasonal food) and it feels the best knowing the people in person, having a connection and caring for each other.

Every collection aims to explore what can be upcycled to give garments a new life. Why is this important to you as a designer? What has been the most interesting thing you’ve been able to upcycle?

I want to create a new mindset, a new habit – to value what we already have and to find a new purpose for it! We became very comfortable by easily throwing things away from our life, but the truth is that they might end up in someone’s landfill and be part of an environmental problem. I find it important to show that your unwanted garments can become something beautiful and exciting again. The knitted denim pieces are the craziest project we do. It creates a very interesting texture and gives the possibility to upcycle the fairest condition jeans, which won’t even work for patchwork. But again – the most important message is: “Yes, knitting your old jeans is cool and you can do it yourself as well!” Right now I’m figuring out the date to organise some live tutorials in our studio.

What are some of the ways your brand is helping to create sustainable fashion and ease the emission impact of the supply chain?

Anna Galaganenko shirts are made from existing fabrics, which are stored in Italian factories for years without purpose. At the moment there is a lot of great quality material which is left behind and I think it’s important to “clean up” from the previous productions before we start to produce new things. Then, as you mentioned, we produce locally. In my opinion, the most important aspect is the message: remaking your clothes is cool and fashionable. I see how people who follow us start to care about their waste. They bring it to us for upcycling, and we see how consequentially they become conscious about new purchases. People changed their minds about vintage clothing. It works!

full look. Anna Galaganenko
opposite
full look. Anna Galaganenko

The brand’s iconic flannel shirts are a staple. How do you see these flannel shirts growing as the label expands?

Yes, you fall in love from the first touch – the fabric is exceptional. The beauty is that one day it will be over, because the factory who have made it, is no longer producing it. The quantity is enough for a few more years, but it’s not forever and I have never seen any better yet. But I will always make shirts, it’s the core product of the brand and I will always find the best quality fabrics for it. There are plans to make versions for men as well.

With the ain’t no mountain high enough collection of garments, what were some of the things inspiring you while making it? Was there any garment that was more difficult than others to design and produce?

I love the quest to find a new purpose for waste – so waste was my main inspiration. I had a box full of old silk in small fabric samples which my friend designer gave me and some of the silk print trials from the factory. Putting them into patchwork created my favourite piece from the collection. It can’t ever be reproduced in the same colour combination. But that’s also the beauty of it – every dress will be unique.

full look. Anna Galaganenko
opposite
full look. Anna Galaganenko

Tell us a bit about your design process – what’s the first thing you do when you start working on a new project?

I always start with what we already have. People bring me their unwanted garments and just by playing with them something new and interesting comes out. The process is the experiment. I create a few pieces like this without any plan and then the rest of the collection I build around those pieces. It’s not how they would teach me during university, but I find it more fun and relevant. And for the shirts – I visit the stock and choose fabrics by touching them. I analyse which kind of perfect shirt is missing now and what aspects of the previous shirt design I would take further and which I would like to give up. Then I start to play with a sample.

How do you see the Anna Galaganenko label growing and evolving in the future?

I very much like the pop-up shop experience and I want to make it regular and all over the world, collaborating with different artists and other brands. My goal is to build a community of like-minded people and expand our message.

What do you hope those that wear Anna Galaganenko designs feel or think when wearing the clothing?

I hope that when wearing my clothes, people feel connected and relevant to themselves.