STORY

From Poland to Newtown to New York Fashion Week

Director and designer of Marlene Dawn, Anna Eder, has recently rebranded her fashion interests to EDER by Anna.

EDER by Anna is fast becoming an Australian brand to watch.  Anna defines her brand as ‘the conventional in a non-conventional way’ and this is exemplified by her use of traditional, sophisticated, tailored type fabrics used to make sport lux, modern yet tailored style pieces with an androgynous edge.  Anna’s aim is to make her customers feel empowered, confident and most importantly, comfortable.

The brand was selected as one of only a few Australian designers to showcase their Spring Summer collection during New York Fashion Week last September.  EDER by Anna has also been featured in such high profile fashion magazines Women’s Day, Slink, Fashion Maniac and Fateful Fashion and worn by celebrities like Christine Anu, entertainment producer Kylie Washington and model Hayley Hasselhoff to name a few. Anna has also assisted the wardrobe team on the Australian television reality program ‘The Voice’.

EDER by Anna wasn’t born overnight, in fact director Anna has more than 30 years of international experience within the fashion industry.  Born in Poland, from the early age of 9, Anna began exploring her love for design.  Anna attended Fashion School in Poland, before going on to complete an apprenticeship at a couture house in men’s wear.  It was here that she began developing her interest in a more masculine, androgynous feel to design, including her signature ‘man style’ pants and oversized style shirting.

After graduating Anna moved to the UK where she began her career as a garment technologist for the well known company Jaeger, a label worn by the likes of Princess Diana. Anna then moved to Germany where she worked closely with Italian Verona Bruschetti, a graduate of the extremely prestigious Valentino School. Here she gained an Italian Valentino influence to her designs including such areas as attention for detail and quality.

In 1999 Anna moved to Australia and has been an Australian citizen for 18 years.  Becoming an Australian citizen meant a great deal to Anna, so much so she was determined to give back something to her adopted country by being a strong supporter of the local fashion industry. 

In 2002 Anna opened her own shop and launched her brand Marlene Dawn (named after her daughter) in Newtown, Sydney.  It was a risky venture in many ways, but Anna saw a gap in the Australian market for a clothing brand with a distinctly masculine feel and European style.  

As well as being a very successful shop owner, designer and production manager within her own company for the past 15 years, Anna has been a tireless champion of many now well known Australian brands and has mentored and taught UTS and Sydney TAFE students, as well as undertaken private direct mentoring of young Australian designers.  As such, she has fulfilled her desire to give something back to her new country many times over.

Now Anna has rebranded to EDER by Anna, an exciting new chapter in her lifelong work as a prominent designer.  Anna has ambitious aims for the new label, including growing both domestically and internationally, with New York being a particularly strong focus.  She also wants to open another two retail spaces in the next three years while also building her online store and customer database.  Given Anna’s passion, dedication and past successes, EDER by Anna is definitely a label to watch.

For more information or press enquiries:

Email:
anna@ederbyanna.com

Website:
www.ederbyanna.com.au

FOLLOW | @ederbyanna