Anya Merrifield at We'Ar. Photo / Babiche Martens
Ethics play an important part in the fashion decisions of We'ar manager Anya Merrifield.
Anya Merrifield has a refreshingly open approach to fashion, combining intellectual leanings (she has an honours degree in political science and gender studies) and upbringing (the daughter of two "self-proclaimed hippie environmentalists") to shape her unique attitude. Merrifield is the general manager at ethical clothing label We'Ar, working alongside founder
Jyoti Morningstar for the past two years. "Everyone who works here is really invested heart and soul into the business; we all practise yoga, we all have environmental leanings and we all think we can build better futures through design," she explains. "It's really heart-warming to be involved in a business that works that way, especially in an industry which can, at its core, be quite shallow. It is awesome to be involved in a business that is locally owned and independent. In a world of mass production it feels pretty good to be the little guy."
My earliest fashion memory ... Sitting on the dining room floor watching my mum make my sister's intermediate social dress on her pea green second-hand ex-army sewing machine. It was like a little show, all that chalking, cutting and trimming and then the whirl of bobbins and thread and the clang of old-fashioned sewing machine engine. As a child all of our "special" clothing was made at home, and my mother being a machinist and pattern maker was adept at it. But I hadn't seen anything so luxurious being made before, and all that tulle and satin stuck with me. And while seeing my sister transformed into a princess was pretty magical, the best bit was me and my mum designing mini-outfits for my dolls out of the left over fabric bits - I had the best-dressed Barbies in town.
I love the transformative effect that fashion has. That ability to create a new identity, new emotion, new mood, a new way of being perceived - kind of like a performance but with the joy of it being everyday. I love that I can wake up feeling absolutely awful, sad and tired, throw on a bright blue chiffon dress, a scarf I treasure, some red lipstick and a pair of killer heels, and almost trick myself into feeling that everything is amazing, bright and saucy.
The designer that I respect the most is ... Internationally, Viktor and Rolf. I really respect that they create conceptual, insane, theatrical collections but every piece is beautiful, and so much of it is, despite its theatrics, wearable. What they are doing is always interesting and I like the fact they continue to do what they do, even when it makes people tilt their head to one side in confusion. Locally I really respect We'ar's own designer Jyoti, for creating a range of clothing that makes you feel loved and happy while making you look stylish and timeless.
