Name: Annette Cannock
Position: Head Designer, Wish

Tell us about your first foray into the fashion industry.
From a very young age I spent all my spare time at my Mother’s fashion boutique in the original Hilton Hotel in Sydney. I was so blown away with the glamorous style of the women who shopped there so frequently so I would try and emulate these looks on my sewing machine.
 
My fashion career started by making and selling my designs at the markets. Demand soon meant that I had to move to a little studio in Surry Hills and we have been growing ever since!

What's it like designing for the masses?
We create six collections each year as well as coats, knitwear, denim and bags collection so keeping on top of current trends and ensuring we are designing the best product for the Wish girl. The best part about my job is going out and seeing girls wearing my designs. If I can make a girl feel fabulous in what she is wearing, I find it really rewarding.

What are your favourite/least favourite parts of the design process?
I would say my favourite part of the design process is receiving the new samples for the upcoming collections  . There is nothing more exciting than seeing a design come to life. I wouldn’t say I have a least favourite part…..I absolutely love traveling to find inspiration for my designs, but sometimes the long-haul flights can really take it out of me!

What are the hottest trends coming up for Spring/Summer?
The look is very feminine this summer  with lots of frills, ruffles and intricate gathering. Look out for maxi dresses, jumpsuits and 1940's inspired silk camisoles and chiffon blouses teamed with bleached vintage denim. Charming rose prints reminiscent of yesterday year come into full bloom in santa rosa styles.  The bandeau dress is hot this summer in Aztec inspired prints. There is also a Mediterranean romantic hippie-look in our collections that is oh-so cool.

Where do you get your inspiration from?
From overseas catwalks to people-spotting on the streets of Paris, New York and Milan….you just never know where you will find that season’s muse! For each collection we check out the trends and take inspiration from the overseas catwalks and give them a distinctive ‘Australian edge’. I also love to check out vintage stores when designing a new collection, it’s always fun to combine the old and the new! Celebrities have also become the new clothes-horses, so I am always sure to keep up-to-date with who was wearing what, and what was a hit or miss!

Fave designers?
Marc Jacobs, Chloe, Gucci, Stella McCartney, this season Roberto Cavalli.

What's the best bit of advice you've been given?
French fashion designer Coco Chanel once quoted “Fashion fades, only style remains the same,” and this has always rung true for me. I believe it is important to create your own unique and individual style that helps express who you are. Trends will always come and go with each season, but as long as your own style is distinctive you will always be able to adapt to any fashion situation.
 
Any wisdom of your own to impart for anyone aspiring to crack the industry?
It is always difficult starting out, you just have to keep focused on your goals and don’t lose sight of what you set out to achieve. Once retailers and customers become familiar with your label they become regular clients and customers.