Designer Interview
15 questions
I grew up in the Ural province in Russia, where I earned a degree in economics and later worked as an auditor for one of Big Four companies in Germany.
Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
I grew up in the Ural province in Russia, where I earned a degree in economics and later worked as an auditor for one of Big Four companies in Germany. My love afair with fashion was born from necessity, when I realised that I could not find any wearable and at the same time, brazenly gorgeous footwear. I completed a fashion footwear course in Berlin at the Letteverein Academy, where I mastered the arts of last-making and pattern cutting. Using these skills I has built a successful business focused on comfort and outstanding designs.
Can you tell us more about your company / design studio?
The main ideology of the brand is to create outstanding, eye-catching, and comfortable fashion high heels. The line consists of evening and avant-garde footwear. I passion to experiment with the details, combining leather with new materials, while always maintaining a touch of femininity. The project Unconventional Chic focuses on the lack of fashionable high heels, which work with a curvy figure and strong self-expression!
What is "design" for you?
I believes that all designs should come from real life, be functional, wearable and solve a problem for their clients. My designs represent myself.
What kinds of works do you like designing most?
My most focus is on the outstanding, unconventional Footwear design. I love to play and combine conventional high heels with non- convetional details, such a brass and ropes and hose.
What is your most favorite design, could you please tell more about it?
That design which won a Silver A'Design Award
What is your favorite material / platform / technology?
Definitely brass and technologies from traditional shoe manufacturing
When do you feel the most creative?
The funny thing - in the hardware store :) I got always new provocative ideas seeing some non-conventional materials such as hose, brass or ropes!
Which aspects of a design do you focus more during designing?
shoe has to look good from every angle, be light and easy to put on, comfort, being able to walk freely, design has to be new and outstanding.
What kind of emotions do you feel when you design?
It's difficult to say, sometimes i feel happiness and proudness, but it is also some moments of disappointment, when it doen't goes how you want.
What makes a design successful?
New technologies and new design
Who are some of your clients?
It is a real women, women I focused on for are unconventional, unique, powerful, self-assured, creative, and yet imperfect but beautiful!
What are your future plans? What is next for you?
I am looking to find a shoe manuacture in Italy, to find investors and retail partners.
Do you work as a team, or do you develop your designs yourself?
I develop my designs by myself.
Do you have any works-in-progress being designed that you would like to talk about?
At the moment I am working on my first collection- Unconventional Chic
How can people contact you?
Please contact me through email info@annasegeda.cominstagram anna_segeda_official & anna_segeda_designfacebook Anna Segedawebside annasegeda.comWhatsApp +49 176 604 84 974
