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A superheroine at rest In stores now, Anna Popovich’s spring–summer 2013 collection

Play time

The latest collection from Anna Popovich, now out in stores, takes its inspiration from superheroes. Elina Lukas spoke with her about her thinking behind her spring styles
photographed by the author

Above From the Anna Popovich spring–summer 2013 campaign, modelled by Vienna Green; paper glasses in second photograph by Audrey Roger.


Anna Popovich is a young and ambitious brand on the London fashion scene. Since her successful debut during London Fashion Week in February 2012, Anna has been preparing something really special for her new spring–summer 2013 collection.

The designer describes it as ‘incredibly bright’ and shares the background story behind the concept with us.

‘My main influences were the French photographer Guy Bourdin, superheroes and most importantly, video games. This season I wanted to make something fun, even tongue-in-cheek. The colours and shapes are really bold but not precious. These are definitely clothes to have fun in.’

With a total of 13 looks, a lot of which can be separated, it’s no wonder Anna’s favourite garment of the collection changes on a daily basis. ‘I think my favourite at the moment is the Lana dress. It’s the piece that pulls the collection together and I can imagine wearing it for all sorts of occasions.’

Spring–summer 2013 is a real mix of textures: from cotton to lace, from velvet to washed silk and silk gazar. ‘This mix of fabrics is something I tentatively explored in my previous collection but this time I’ve been more irreverent and am really happy with the results. You’ll be seeing a lot more of this from me,’ she says.

With all the colour and mixture going on, the pieces from Popovich’s latest collection would be a perfect fit for girls that want to have fun whatever they wear. As Anna herself puts it, they’re meant for ‘someone who likes to be sartorially daring without fussiness.’

Anna Popovich presented her collection in an intriguing way during the spring–summer fashion week last year.

‘I wanted to showcase my latest collection in a way which better reflected the research and concepts behind the clothing than a straightforward runway show. Working with fashion photographer Elina Lukas, paper sculptor Audrey Roger, computer games journalist Johnny Chiodini (Gamespot UK) as well as immersive theatre company, the Heritage Arts Company, I hoped to present the themes of my collection in an interactive and entertaining … fashion. At our collaborative exhibition, Play the Collection, guests were able to view campaign images of the collection alongside sculpted paper fashion accessories, play a selection of videogames which showcased the variety and scope of this medium, and watch a short film featuring the collection.’

Although spring–summer 2013 is quite far from her usual designs, the collection is still very Anna Popovich, with draped and layered details as well as lots of pieces with structured shoulders. ‘I’ve really tried to focus on making clothing that is fashion-forward while still being comfortable and very wearable. These are pieces to wear day to night. With the exception, perhaps, of a gold asymmetric maxi. But who makes the rules?!’ •


Anna Popovich:
Elina Lukas:
Audrey Roger:
Gamespot UK:
Play the Collection:


Above Also from the Anna Popovich spring–summer collection: make-up and hair by Lisa Chau; modelled by Aine G.




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Elina Lukas is a corresponent and photographer for Lucire.