Her dresses are worn by many famous Belgradians, but also women worldwide who have reached them through the internet. Feminine, tailored to fit perfectly for the real women, emphasizing their figures with curves and at the same time they are hiding flaws, making them feeling comfortable and giving a touch of sex appeal to those who wear them. Ana Tokin has fought with her pieces for a place on the domestic fashion scene, although fashion was not her profession but just a passion. When she quit a marketing agency three years ago, where she worked successfully for years, she honestly took a look inside herself, managed to overcome her fear of uncertainty, and listened to a “voice from her stomach.” A sold-out summer collection and a great interest in a new, winter collection are the best proofs that she was right.
What was the idea that made you start designing and making clothes?
I am not a school example of how one goes through life. At the beginning, I had no clear ideas or business plan for my business. I went into it with my heart without much knowledge, but with a lot of intuition and enthusiasm. That’s how I go through life, and that kind of living suits me. However, I also learned that I should not give others advice to follow my example, because we are not all the same. Everyone should see what is close to him. My only wish was to play while creating. To make the dresses I would wear.
Were dresses your first choice and why?
I prefer dresses the most, which is why I make them. It wasn’t a strategy born in advance, I just went somewhere and on that path I found out which way I was going. It is important for a person to be honest about what he is doing, to do his best and not pay much attention to other people’s comments. I think it’s a recipe for happiness and afterwards for success.
Who are your fashion role models?
There are designers I like, such as Vivienne Westwood,
Chanel and Chloe, but I don’t look much at the world fashion scene, or trends.
I follow my inner voice and the style I have built throughout my life. It is
important to me that the dresses are feminine, that they bring out the Venus we
all carry in ourselves.
Because each of us has it, only some of them are asleep because of the speed of life and the daily struggle. I believe that dresses can awaken our feminine side, that’s why I create them. To me, a woman is most beautiful when her original nature is awakened, while gentle.
Your pieces are feminine and at the same time very comfortable and practical. When you create, do you have someone in mind who will wear that fashion piece?
The beauty in people I see in small imperfections and wisdom of life. That’s why I take pictures of mature women to show that we don’t have to be young and pretty or photo shopped to be beautiful. We can have excess weight, wrinkles and mature years, and yet again look sexy and seductive. When designing a new collection, I am generally guided by the idea of what I would wear. Everything I create I have to like. I do not agree to a compromise in the sense that I am following a trend if I do not like the trend.
What are the characteristic for your new collection?
The winter collection is inspired by the 1930s in New York
and Paris. Since I am a romantic person, there is always a hint of nostalgia
and past times around me. Part of the dress is designed for business women who
work in strict systems, where they must always be classy, wearing high heels,
in more serious cuts. While working at marketing agencies, I often thought about
how boring all of these cuts were. It’s all in grays, blacks and whites,
without some playful vivid color.
I think I was able to bring life into them. The others I designed are romantic, but they can also be worn to work. I always choose natural materials. I don’t like synthetics, or cuts that are uncomfortable or tight. I like to highlight the décolletage because I find it beautiful with every woman, and to hide those parts of the body where women are most likely to put on weight when they reach a certain age. I like to play with colors, and even if I use black or gray, I need to have some color detail that will break the monotony.
Where can your models be bought, how is the sale organized?
My clients come via social networks, and for promotion I use Facebook page (Fashion Blend by Ana Tokin), Instagram (anatokin.design) and website (www.anatokin.com). For now, sale is don online, but I dream of having my own shop someday, and I believe it will happen, because whatever I dream of, after a while I start living.
What are your business plans for the future?
Recently I have received an offer from the UK’s Vogue for a
three-month campaign in their print and online edition. Unfortunately, I was
not able to accept it because my budget did not allow it, but it was certainly
a huge recognition for me that I was on the right track.
I believe in the chances and hope that some doors will open again for me in the future when the right time comes. In the meantime, I am proud that someone from the epicenter of the fashion industry has recognized my work, and I am happy that my client base is expanding every day. New women come and old ones come back, and at the end of the day, that’s just what matters. To do what I love, have a good time while creating, and make someone happy while wearing it. And if needed “Vouge” will come again.