Anna la Germaine
Anna la Germaine is a serial entrepreneur with a focus on fashion, fashion technology, luxury, and lifestyle. She was born in Ukraine and obtained her Master’s degree in international law from the University of Deusto in Bilbao and, Ivan Franko National University of Lviv. Anna’s love for creativity has led her to a career in fashion and luxury rather than one in law.
In 2010, Anna launched her own fashion brand, La Germaine, focused on evening wear and swimwear. The brand exists till today, having evolved into a boutique label catering to private clients for made-to-order evening and bridal gowns as well as customized men’s suits and shirts. In 2011, Anna simultaneously launched Fashion Politique Ltd. in London, and one of the first digital magazines dedicated to fashion, F'OLITIQUE.
The idea of the digital magazine was born out of la Germaine’s own struggles promoting her eponymous brand and the realization that there were other designers and emerging brands who were facing the same issues as well.
Fashion Politique Ltd. (FP) is a 360-degree company providing services in the fashion, luxury and lifestyle industries. Founded by Anna la Germaine in 2011 in London, Fashion Politique operates 8 distinct but related departments under its umbrella:
Allée Germaine Virtual Shopping Street and Alleé Germaine Virtual Showroom
Virtual Fashion Week
The collective range of services provided by the 8 branches enables FP to work with small, medium, and large businesses alike, with an ethos rooted in providing highly personalized services to every one of our clients.
F'OLITIQUE Magazine is the first branch of Fashion Politique and was founded in 2011 with three primary goals:
To focus on discovering new talents globally and focusing on countries’ fashion industries - F’OLITIQUE focus on Countries
To curate the most relevant news in fashion and luxury, including fashion technologies and fashion education - FOLITIQUE.com
To showcase inspirational and thoughtful lifestyles by producing superior content - FOLITIQUE.com
Over the years, F'OLITIQUE Magazine's research has covered fashion, luxury, and lifestyles in several countries, enabling a truly international network. Our endeavors have led to the development of strong relationships with a wide array of designers, brand owners, celebrity stylists, editors, buyers, influencers, Fashion Weeks and International Trade Fairs producers, tech entrepreneurs, investors, luxury hotels top managers, and restaurant owners worldwide.
F'OLITIQUE's international reach led to a logical expansion into the world of public relations, culminating in the launch of FP PR&Media in 2012. Since its inception, Fashion Politique PR&Media developed and delivered innovative and highly-effective communications strategies. FP PR&Media offers its clients a full scope of services such as press and media communications, collaboration with influencers, celebrity stylists, and buyers, as well as holistic brand development, marketing and production. FP PR&Media reflects the reality that in order to effectively serve large and small businesses, today's PR agencies must provide a wide scope of communications solutions, consulting and event production services.
URGENT PR is an automated PR service operated by Fashion Politique designed to facilitate the introduction of brands from all over the world to international editors, celebrity stylists, influencers and buyers. This service provides an ideal platform for emerging brands that are not in a position to invest heavily in PR and marketing yet, but who would significantly benefit from such services from the very outset. This service provides a platform for clients to be noticed by key industry players. The service features a bi-monthly newsletter delivered directly to industry professionals (international editors, celebrity stylists, influencers and buyers), with all necessary details about the featured brands, such as their press and sales kits. The service has received highly positive feedback from industry professionals who see this as a very effective means of getting to know brands.
FP Events serves as the event production branch of Fashion Politique. It manages the entirety of Fashion Politique's event management needs such as press days, store openings, brand launch events, fashion shows production, international press tours, etc. FP Events are highly-curated and memorable occasions designed to showcase FP clients' brilliance through unique kaleidoscopes.
FP Consulting is part of Fashion Politique Ltd. and provides services to company’s clients at various stages of their businesses. FP Consulting consists of services designed to help clients develop, enhance, and execute their Branding, PR, Marketing strategies as well as strategic partnerships and beyond. Quite often, the relationships between Fashion Politique and its clients begin with consulting services prior to proceeding with other services, such as FP PR&Media, etc. FP Consulting helps clients articulate their vision and develop an actionable roadmap for achieving that vision.
Allée Germaine consists of Virtual Shopping Street, a B2C marketplace, and Virtual Showroom, a B2B marketplace. Fashion Politique's experience with F'OLITIQUE Magazine highlighted the appetite of consumers for well-crafted small and medium brands but also highlighted the lack of market infrastructure to enable such brands to reach a global audience. This led to the creation of Allée Germaine in 2012, which was designed not like a classical e-commerce website, but as a marketing platform with integrated e-commerce capabilities that enabled brands to sell directly to consumers via AG Virtual Shopping Street and directly to buyers via AG Virtual Showroom. AG Virtual Shopping Street was one of the first highly curated fashion and luxury marketplaces to portend the development of the direct-to-consumer business model. Its next evolution, currently under development, will feature an integrated AI-drive Virtual Stylist that will learn consumers' tastes and help style their looks, enabling an immersive and enjoyable shopping experience that will significantly drive sales and delight customers.
AG serves as a perfect solution for fashion and luxury brands to build direct relationships with consumers, especially in the post-COVID-19 period, when buyers’ budgets for placing orders from smaller brands have been cut off.
AG business model also offers various sustainability-oriented solutions, such as a Pre-order period on the website for the end-customers, that will help smaller brands to maintain their businesses as well as decrease overproduction.
AG is keen to implement 3D technologies to present products on the platforms. This strategy will allow brands to make sales online even easier if they don’t have a chance to produce and shoot physical samples.
The Alleé Germaine Virtual Showroom is an invitation-only website for buyers that facilitates wholesale transactions, enabling buyers to discover brands and manage the entire order placement process.
FP Talents is part of Fashion Politique Ltd. The concept of FP Talents was born out of Fashion Politique’s collaborations with industry talents such as make-up artists, stylists, photographers, illustrators who do not always have agency representation or formal means of developing and managing a demand pipeline for their works, often having to rely on word-of-mouth opportunities and referrals through personal connections. FP Talents division provides a platform for such talents to be represented and publicized.
Virtual Fashion Week is part of Fashion Politique Ltd. and was founded back in 2011 by Anna la Germaine. As early as in 2010, there were rumblings from several brands showcasing at Fashion Weeks about diminishing ROIs from runway shows, and their reluctance to continue investing in them. Anna had the prescience to foresee cost and technology factors would ultimately lead to reduced participation of brands in Fashion Weeks and developed the concept of a Virtual Fashion Week. Virtual Fashion week enables brands to record videos or produce 3D motion fashion shows and presentations of their most recent collections and showcase them on Virtual Fashion Week platform. One of the great advantages of videos is that they can also be shoppable - viewers can easily buy any item they like while watching the video if special technologies are integrated. Virtual Fashion Week is a solution for both established and emerging brands. The ongoing COVID-19 pandemic will have lasting effects on the fashion and travel industries, and once again proves the value of the Virtual Fashion Week project.
In 2019, Anna founded Global Fashion Council by combining two projects: FASHION MATTERS, which aims to support charities through fashion and FASHION BUSINESS ACADEMY (FBA), an online learning platform delivering industry-led education to fashion entrepreneurs worldwide. FBA aims to arm entrepreneurs with the practical knowledge and tools required to succeed in the business of fashion. The curriculum is organized as series of 21 modules whose content is prepared and delivered by leading industry professionals via video lectures and podcasts.
An avid traveler, Anna splits her time between New York, Milan, Florence, and London. She is passionate about cinema and has authored a film script, "The Goal", and two books that are nearing publication. She intends to delve into cinema more deeply in the future, aiming to produce films that capture the beauty of human endeavor, creativity, and fortitude. Anna is a keen equestrian, having ridden for nearly two decades. She enjoys cooking for friends. In her spare time, Anna is learning to fly small aircraft.