URGENT UPDATE: NEOUS founder Vanissa Antonious is shedding light on her transformative journey in the fashion industry, sharing insights into her daily routine and the brand’s rapid expansion since its founding in 2017. As NEOUS garners attention across 29 countries, Antonious reveals the creative and operational strategies that have propelled her minimalist luxury brand to the forefront of contemporary fashion.
In an exclusive look into her day-to-day life, Antonious emphasizes the importance of starting each morning with a moment of clarity—often involving tea and a few minutes of quiet reflection. “I can’t start my morning without… a quiet moment,” she states. This simple ritual sets the tone for her busy days filled with meetings, studio time, and travel.
The brand, known for its handmade Italian leather shoes and sculptural handbags, has seen a surge in demand that has led to an exciting expansion into new categories, including sneakers. Antonious cites her team and their collective energy as a critical element of her daily success. “My in-office essentials are… good light, a great soundtrack, good energy, and a brilliant team,” she shares.
NEOUS has distinguished itself through a commitment to simplicity and functionality, challenging the fashion industry’s penchant for excess. Antonious explains, “What makes NEOUS special is its restraint… I wanted to create pieces that were distinctive but genuinely wearable.” This ethos resonates with a growing demographic of stylish, discerning women who value quality and longevity in their accessories.
The brand has received numerous accolades, including three Fashion Trust awards and a nomination for the Vogue Fund. Yet, Antonious finds joy in the quiet moments, such as spotting a stranger wearing NEOUS in their everyday life. “Those moments make the harder days worthwhile,” she reflects.
In her role as creative director, Antonious emphasizes the importance of patience and resilience in business. “Building something lasting takes time,” she states, acknowledging the invisible challenges that accompany entrepreneurial success. As NEOUS continues to evolve, the focus remains on thoughtful growth and deepening their existing offerings.
Currently, Antonious is working on refining existing lines and launching new categories that emphasize practical design and sustainable materials. “We’re entering an exciting new phase with a new footwear category,” she reveals, indicating a strong commitment to innovation while remaining true to the brand’s roots.
With the fashion landscape rapidly changing, Antonious is navigating the complexities of marketing and direct-to-consumer strategies. “There’s a lot of learning, testing, making mistakes, and adjusting along the way,” she admits.
As NEOUS prepares for its next chapter, Antonious remains dedicated to building a brand that embodies honesty and sustainability. The excitement surrounding NEOUS is palpable, making it a must-watch in the fashion world.
For more updates on NEOUS and Vanissa Antonious’s journey, visit neous.co.uk.
