She considers her journey into the fashion business unconventional. “I picked up skills through hands-on experience, learning from pattern makers, artisans and industry professionals. Over the years, I refined my understanding of garment construction, materials and silhouettes through continuous research and experimentation. While I may not execute every design myself, my vision remains the foundation of Anaabu’s aesthetic – one that balances functionality, comfort and storytelling via garment design,” she explained.
Her liking for androgynous and oversized styles made its way into Anaabu’s designs. “I gravitate towards deconstructed, minimal statement pieces that create an effortless yet distinctive look. This personal aesthetic has naturally influenced the identity of the brand.”
MODERNISING HERITAGE WEAR
“Our customer base has evolved over the years. In the early days, Anaabu attracted a niche audience looking for gender-neutral, minimalist clothing. As the brand matured, we found a wider audience who resonated with our philosophy of slow fashion and storytelling. We’ve also expanded our range to include deeper cultural narratives,” Ana Abu shared.
Along the way, she had intentionally incorporated elements from traditional Malay heritage wear into the brand’s festive collections. “We see tradition not as a limitation, but a foundation to build upon,” she said.
These collections feature silhouettes inspired by baju kurung, kebaya, baju Melayu and other heritage pieces, reimagined in a way that feels relevant for modern times. Besides these special ranges, Anaabu also has a line of staples named Essence, which focuses on versatile, everyday wear that embodies the same quiet elegance and functionality.
