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Studio 45, 80-84 Wallis Road
E9 5LW

Clothes for women designed and made in London. Order directly from our studio to invest in original design and luxury detail without the high-fashion mark-up.



Wool Fit For The White House: A 175 Year Story.

Anna Popovich

aw 14 15 swatch

This season I've used some really special wools from a Mill in Leeds, in the North of England.

69450 Moon Story History Book single pages.indd

Abraham Moon's was established in 1837- the year Queen Victoria succeeded to the British Throne.  Moon's still dye, blend the raw wool fibres, spin the yarns, weave and finish the fabrics all on the same premises in Guiseley, Leeds where Abraham began his business 178 years ago.


Moon's client list includes Ralph Lauren, Dolce & Gabbana, Burberry and Paul smith. Their most recent addition to this list is President Obama. Barack and Michelle chose two cloths from Moon's to upholster furniture in the White House.

Anna Popovich Agnes Coat

For my Autumn / Winter collection I chose Moon's Shetland Wool and their Royal Stewart Tartan.

My Autumn / Winter collection is available on Etsy.

And you can learn more about Abraham Moon here.

IMG_20141205_112339862wool colours





Anna Popovich

... We've been waiting literally years to make that pun. Forgive us? Anna Popovich Pop-Up Northcote Road

Have you visited us in the Battersea Pop-Up Shop yet? Thanks so much to those of you who have come and said hello and made the most of this brief opportunity to feel, touch and try on our garments. As a predominantly on-line label, we've been delighted to actually introduce you to our collections in the flesh... or, in the Silk and Cottons, perhaps!

Yesterday was especially fun for everyone who came to Northcote Road Summer Fete... Honestly, we spent more time watching the tennis on the big screen than anything else!

Anna Popovich - Northcote Road fete and Pop-Up


Anna Popovich Northcote Road pop-up

But we've only got one week to go, so for those of you who haven't visited yet, here are a few reasons to get yourself down to Northcote Road this week and weekend:

- Great High Street Shopping. Northcote Road boasts some great High Street shopping; Whistles, Sweaty Betty, Petit Bateau (for your little ones), Space NK and we counted two Oliver Bonas stores no less. Of course - as was overheard in-store by chatting locals - "It's nice to see something different and original on the street".

- Northcote Road Food. The street has plenty of options for eating and drinking. Yes, some high street chains but what we loved most was the array of independent cafe's, restaurants and deli's. We lounged happily outside Cafe Tamra with chips and a beer for a truly European feel.

- CollectionairesOur hosts for these two weeks of course have their own array of garments too! Collectionaires showcases independent and up-and-coming designers from Japan, often exclusively in the UK. We were particularly taken with brands Aula and Near (Nippon).



- MonarttiThis chunky statement jewellery is just up our street. Gorgeous Amber stones set in silver and at a very high quality. We think they's go perfectly with our bold Elizabeth shirts.


102 Northcote Road, Battersea, SW11 6QW 10am - 7pm, Monday to Sunday

Close to Clapham Junction, Clapham South and Wandsworth Common stations

northcote_road_map Anna Popovich

Anna Popovich on TV

Anna Popovich

Anna Popovich at Etsy Ad

We only had a few days to congratulate ourselves after discovering we had a part to play on Etsy's new advert airing on Channel 4 currently. We hauled our favourite pieces from our latest collection down to Wimbledon studios for our first - and hopefully not last - TV appearance. Perhaps you'd like to see...

On arrival I was greeted by the Etsy UK team and a Dalek, where we were plied with coffee and Etsy gift bags before being taken down to ‘the street’.

Anna Popovich at Etsy Ad

When filming for television there’s a lot of waiting around. I made good use of this time by chatting to Dig for Victory’s Elanor. We compared notes on all things fashion, business and the Scottish nations penchant for battering chocolate bars and pizza. You can find out about all the seller's involved through Etsy at Etsy.com/peoplemakeetsy.

A street market scene had been set up for us to lay out our wares. We were each given an action; swirling in a vintage dress, riding a bike or, ahem, walking a really cute dog dressed in a cape.

Anna Popovich in Etsy Ad

After a difficult start (he was wearing a wedding dress and matching tiara) Archie the dog relaxed into his role, had two more costume changes and bonded with his on screen owner: yours truly.

Anna Popovich in Etsy Ad

At last, those famous words were spoken. It was indeed ‘A Wrap’.

Anna is wearing our Iras Tee in Dusky Pink available in our Etsy shop now.

From The Archive - Marilyn

Anna Popovich

From runway samples to limited edition runs of past favourites, each month Anna Popovich will be bringing back selected pieces from our archive…

…Not only did we bring you Raimunda last week, but today we're adding our Marilyn dress to our online shop too.

Anna Popovich - Marilyn

Marilyn is a dreamy and luxurious, hand-draped silk cocktail dress. An original design from the very first Anna Popovich collection, back by popular demand ...and have you noticed modelled by Anna herself for her very first collections photoshoot from back in 2009. Aw!

Anna Popovich - Marilyn Monroe

This 2009, Under My Skin collection was inspired by an essay Anna came across about the ways in which clothes have been used to show and hide the body throughout history. For example, the Marilyn dress draws attention to the bust and hips without actually revealing them at all but instead exaggerating them with voluminous draped fabric in contrast to the slim fitting pleats around the waist. This creates the illusion of a Marilyn Monroe-esque hourglass figure.

Anna Popovich - Marilyn

A very sumptuous dress, sexy without being revealing and in gorgeous soft grey silver, we think Marilyn is perfect for sultery summer evenings.

Marilyn is available From The Archive online for a limited time only.

For more details please visit our shop.

Anna and Emily x

From The Archive - Raimunda

Anna Popovich

From runway samples to limited edition runs of past favourites, each month Anna Popovich will be bringing back selected pieces from our archive...

...So for May we've brought back one of our best sellers, the Raimunda dress. We thought it would be perfect for summer parties and weddings. And in all honesty, after a year (or two's) sabbatical, we missed it!

From the front a high necked apron with a 1950s hourglass silhouette created by the addition of hand draped panels either side. So far so prim. Turn it around and you'll see the the black velvet 'apron strings' tied at the neck and the wearers back exposed to the waist. At the sides the drapes form a deep v-also to the waist. Oo la la!

The idea for this design came about while watching Penelope Cruz's portrayal of subverted housewife Raimunda in Almodovar's Volver.

Anna Popovich - Raimunda

Our Raimunda's black draped sections are made from 100% black silk satin, the apron section from 100% floral silk chiffon (backed with black silk, so entirely opaque). Raimunda comes with a matching black velvet ribbon belt with corset hook clasp and will have you feeling subduedly sexy for your special occasion.

Raimunda is available From The Achive, selling at £160 with free worldwide delivery.

For more details please visit our shop.

Anna and Emily x

UKFT Rise Event

Anna Popovich

Last week I was invited to speak at UKFT’s Rise event.

Anna Popovich UKFT

UKFT Rise was set up to support and provide a network for the ever increasing number of fashion start-ups. This was the second event hosted by the organisation where under 35s wanting to enter into the world of fashion could hear from  ‘a selection of inspirational speakers from across the sector.’

Arriving after the event started due to a delayed casting in Kensington I walked into a room of 200 guests listening to Dermott Rowan, Managing Director and Co Owner of  Orla Kiely Plc... Not only is he one of the big guns of fashion but he’s also my boss, when I have my Model hat on.

I browsed through the list of speakers. When they said inspirational they really meant it: Alex Fullerton of the Stylist, representatives from Ted Baker and Karen Millen and Mr Patrick Grant of Saville Row fame… I began to wish I’d put a little more effort into planning what I was going to use my 10 minutes to say.


Along with Eleanor Callaghan of ‘Dig for Victory’ I was speaking as an Etsy seller. Etsy is an online platform for pretty much anything handmade or vintage. The widely held industry opinion is that the profusion of crochet and general trinketry doesn’t make Etsy the most obvious platform for a high fashion, design led label.

And it isn’t.

But it has worked for us.

The amount of traffic Etsy drives to their site is unrivalled by other online sales platforms for designers. It’s the right sort of traffic too-Etsy customers browse the site because they want to buy direct from artists and crafts people, they want something unique and they’re prepared to invest if they find something they love.

Anna UKFT 2

Some of the other speakers such as Kresse of Elvis and Kresse, (an incredible brand using reclaimed fire hoses to make exquisite handbags. Yes. You heard)  discussed the concept of slow fashion; developing products which are functional, durable and timelessly beautiful, not just  a response to the latest trend. Etsy encourages this business model in a way which other selling platforms don’t always allow for. Selling on Etsy means we can upload new designs when they’re ready and we can keep them in our online shop for customers to see as long as they’re still interested in them, whether that’s 6 months or several years. We don’t have to tie ourselves to the 2 or even 4 season a year fashion treadmill.

If you’re a fashion maker or a fashion collector, take a browse. Don’t let the customised egg-cosies get you down.

And here's a video giving you a taste of the event and the great work of UKFT...

Anna Popovich at Liberty

Anna Popovich

On the first of this month Anna Popovich was privileged enough to be a part of a collaborative promotion with Etsy and Liberty. We'd like to thank Etsy for setting up such a wonderful campaign that aimed to promote 'One of a Kind Gifts' ready for Christmas shoppers in the Liberty store as part of the Liberty 'Get Creative' campaign.

Liberty - Anna Popovich
Liberty - Anna Popovich

Anna was to be found in the Great Marlborough Street window display of Liberty on Friday 1st November live creating a mini gown from our Autumn/Winter 13/14 collection, on sale now via our Etsy shop. It was wonderful to see people walking by catching a glimpse of our design process, if only in miniature!

Liberty - Anna Popovich
Liberty - Anna Popovich
Liberty - Anna Popovich
Liberty - Anna Popovich
Liberty - Anna Popovich
Liberty - Anna Popovich

Details about the day can be found on the Etsy blog, please go have a look at the many talented individuals who took part on the day alongside us.

Etsy Blog - Liberty - Anna Popovich
Etsy Blog - Liberty - Anna Popovich