ANICIC is a Sydney-based, independent brand founded by Swedish born fashion designer and artist, Anna Anicic in 2020. Challenging mainstream eurocentric beauty, body and gender norms.
ANICIC rewrites what it means to be masculine, feminine or neither by experimenting with silhouettes and re-imagined proportions and offers a wide size range while being sustainable, diverse and cruelty-free.
As an advocate for better and more innovative ways to combine style and self-expression, ANICIC never uses materials from animals in its clothing and instead choses vegan alternatives. All fabrics are locally sourced and are either biodegradable, end of line or recycled. The majority of ANICIC’s products are handmade by Anna in Sydney, the rest being ethically produced by local dressmakers. The textiles are hand dyed with non-toxic cold water dyes to save land and water from pollution.
Beginning as a creative outlet for Anna’s imagination, aspiration and personal values, ANICIC reflects her life journey. She grew up in a in a multi-cultural household in Gothenburg, Sweden. As a daughter of two immigrants, Anna found it challenging to navigate her identity and sense of belonging and faced racial discrimination because of her background. From a very young age, Anna started to show interest for illustration, fashion and playing with gender norms. She experimented with expression in the form of clothes, art and music, giving her the confidence to create her own sense of self and who she wanted to become.
She moved to Australia in 2016 to pursue her dream of benefiting the world with art, inspiration and inclusivity, and is currently studying a Masters of Design with research focus on sustainability. She is dedicated to develop better, more sustainable practices and technologies in design.