An emerging womenswear brand in London, PITCHOUGUINA, describes itself as “a label based on emotions” that draws inspiration from everyday moments and people. I was certainly inspired after looking at their spring/summer 2015 collection, which featured wearable blues, crisp whites and stripes. Perfect for summer, it reminded me of the colour scheme of Santorini, Greece.

I wanted to find out more, so I got in touch with the founder and designer, Anna. Here is what we chatted about.

1. Can you tell our readers a bit more about the PITCHOUGUINA brand?

PITCHOUGUINA was officially launched in 2013 with a spring/summer 2015 collection. The reason why it was born is mainly my own creative need to express the feminine and soft side of a woman. That way I could express my own moods, so it is quite personal. I think if the woman has a little bit of a similar feminine need or dreamy nature, she will be attracted to the brand, and that’s the woman we want to attract, really.

2. With Russian roots and an upbringing in Poland, why did you choose to set up your studio in London?

It happened naturally, really, as I’ve liked London since I was a teenager. But I tend to move a lot, as I do not think it is really that important where you are based.

3. Where do you get your design influences from?

Surroundings, feelings, art galleries, melancholic music . . . I [also] put some Russian references in the collection. I cherish memories and all the sentimental thoughts, so that’s why [design] details are very important for me.

4. Who is the key PITCHOUGUINA customer?

Charming, optimistic and independent women, who focus on the happy moments in life. [They value] family and friendship, but [self] quality time is also very important for them.

5. How would you describe the brand in three words?

Wearable, feminine and modern.

6. Which celebrity would you like to see wear PITCHOUGUINA?

Carey Mulligan, who I love!

7. What is your take on the growth of bloggers and their influence on brands?

As long as they are good and create real content, I like bloggers. I think the best thing with bloggers is when you manage to build up a personal relationship with them.

8. What are your favourite spring/summer 2015 trends?

Electric blues and whites.

9. Do you have a favourite piece from your current collection?

From spring/summer 2015, it is an electric-blue silk organza dress with daisies — I have one of my own as well!

10. What do you think makes London style so distinctive? 

London has so many styles! It makes it very inspiring, as people are free to dress however they like, and London streets are already a massive source of inspiration.

PITCHOUGINA’s spring/summer 2015 collection