ANAÏS JOURDEN was founded in 2012 by Anais Mak. ANAÏS JOURDEN is about a casual attitude, delivering a graphic punch to generic femininity. A take on the notion of dressing up that is more about twisting the codes of the classic feminine look than breaking them. Being proper nowadays is seen as a new form of rebellion. ANAÏS JOURDEN staged its first runway show on the Paris Fashion Week Official Calendar in Autumn-Winter 2018. The brand’s accolades include a semi-finalist place in LVMH Prize 2015 and Winner of Vogue Italia’s Who is on Next 2015. The collections are sold at key international retailers such as Colette, Barneys, Ikram, Shopbop, Lane Crawford, Isetan, Tom Greyhound and Le Bon Marché.
Born and raised in Hong Kong, where the brand is based, Anais moved to Paris to study fashion design at the Studio Berçot. But it was back on home turf, while putting her ideas into practice in the ateliers of local garment makers and tailors on regular trips back to Hong Kong during her studies, that she got to forge her skills as a designer, confronting her creative dreams with reality. It was through learning from these artisans – and in turn and pushing their boundaries – that the designer was able to hone her distinctive design aesthetic: a subtly perverted take on formal femininity hooked on controlled volumes and fabric experimentation.