Designer Q&A – Annette Cannock, WISH Clothing
Since 1999, WISH Clothing has been a mainstay in Australian fashion, with their collection of fashion forward styles that cover everything from office wear to party dresses, and today we speak to Annette Cannock, founder of WISH Clothing.
Having worked in the fashion industry in Sydney, Annette first began creating her own designs from a Surry Hills studio, perfecting individual signature pieces which were injected into boutiques as highlight items; today Annette oversee’s the creation of seasonal collections for WISH, Truese and Azuki.
Designer Q&A – Annette Cannock, Wish Clothing
How did WISH begin?
I started making and selling my designs at the markets. In 1999 the demand was so high that I had to move to a little studio in Surry Hills where I could concentrate on designing a full collection.
What is your professional background?
I started studying business at University but soon realised my calling in life was to be a fashion designer. I was always sketching designs in my lectures so I decided to leave uni and start making and selling my designs.
What is a normal day like for you?
I arrive at the studio at 8am where I check my emails and the schedule for the day. Most days involve checking the design room schedule, selecting and approving fabrics, fitting the new range and checking the progress of the range. I am constantly on the phone with our suppliers and manufacturers overseas making sure everything is on track. I also like to make time to flick through local and international magazines and surf the internet so I am up-to-date with the latest trends.
WISH is one of the few brands that you can find items for work and for play – how do you merge the two different needs into one collection?
We have a fantastic design team behind the brand that have a vast understanding of fashion. As long as we stay up-to-date with the latest trends, we can have a good balance in our collection of work and play fashion. We also have two other fashion labels. Azuki is a casual teen label with a more funky edge. Then we have Truese, which is a collection of evening and cocktail dresses.
Tell us about the current WISH Collection…
This winter the collection channels the 1960’s sexy rock chick as lace, embroidery and tough hardware makes a comeback. It’s a totally new direction in design. This season the look is a little more wild, a little edgier but still as glamorous as ever. Key trends include leather jackets, faux fur, mini tunics, military jackets and wet-look leggings.
Your favorite piece in the current collection and why?
I absolutely love the faux fur coat in our collection which features in the current campaign (right). It can instantly add a fashionable edge to any outfit and is guaranteed to draw some attention, for the right reasons! We suggest you team it with a cute floral tunic and tights with killer platform ankle boots. Perfecto!
Any change of a WISH online store in the near future?!
We are already available online with Alibi which has a huge following. At this stage we have no plans to introduce online sales to our site.
You’re mother was also in the fashion industry, owning a store in the original Sydney Hilton, what were the best fashion tips she ever passed onto you?
Every woman should have a black dress, classic tote and great fitting pair of jeans in their wardrobe. These investment pieces can last you many seasons and they can almost always be worked back with the latest fashion fads to keep you looking on-trend and fashionably flawless.
What has been the biggest lesson you have learnt being in the fashion industry?
I think the biggest lesson I have learnt is that you need to learn to listen to your customer’s advice. We have learnt to take on board any advice given to us by current and potential stockists and have worked hard to build up our reputation in the industry. I also think it is important to stay in touch with your target market by researching the type of music they listen to, which celebrities they aspire to and who influences their fashion choices. Without these girls we wouldn’t have a business.
Want to view the complete WISH Clothing collection?
Head to the WISH Clothing website to check out the complete winter range and store stockists
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