• Chathuri Samaraweera on building an international fashion label

Building a career in fashion, despite the belief of those outside the fashion industry, is far from easy. It requires passion, determination, and creative vision. This week, The Sunday Morning Brunch sat down with Chathuri Samaraweera, a designer who, possessing all three of these traits, has gone on to build a career for herself in the Middle Eastern fashion space with Anaya Collection – a luxury ready-to-wear label which embodies effortless beauty, handcrafted and designed for the power women of cosmopolitan cities.

Launched in 2012 and named after Chathuri’s daughter, Anaya has been featured in leading magazines of the likes of British Vogue, Cosmopolitan, Grazia, and Harper’s Bazaar, seen on international runways including Paris Fashion Week, New York Fashion Week, and London Fashion Week, and worn by celebrities on the red carpet for its fashion-forward pieces. 

Earlier this month, Anaya opened day two of Dubai Fashion Week with its newest collection La Nuit – a couture collection that paid homage to 1950s glamour and drew inspiration from fashion muses of the time like Dovima and Audrey Hepburn, as well as the works of fashion photographer Richard Avedon. 

Chathuri’s career in fashion has been marked by her ability to seamlessly blend traditional elements with contemporary trends, creating designs that resonate with a diverse audience. Her brand, Anaya, has become synonymous with elegance, sophistication, and a distinct fusion of cultural influences, and this is what Brunch discussed with her – how she had found her voice as a designer and how she had gone on to build her brand. 

A base of art and creativity

Born and raised in a family deeply immersed in the arts, Chathuri’s journey into fashion began at a young age. “From childhood, I was always fascinated by fashion and art,” she reflected. “My parents, especially my dad, were involved with local artists and artisans. My mother too has an impeccable sense of style. We had a foundation supporting and promoting local artists through various exhibitions and trade shows. I was surrounded by art from a very early age.”

Despite her passion for fashion, Chathuri initially took the traditional route, pursuing studies in business and economics and then starting a career in marketing. However, her desire to delve into the world of fashion remained strong. “I always had this longing to get into fashion,” she explained. “Having a background and knowledge in marketing, I wanted to start my own brand.”

And so she decided to follow her instincts, enrolling at the Fashion Institute of Design & Merchandising (FIDM) in Los Angeles. “I graduated from FIDM and interned with a few fashion houses. I was already working while I was a student, and before I graduated I was working as an assistant, gaining valuable experience in the industry.” Chathuri’s career path took her through various roles, including working for renowned fashion houses like Max Azria, where she immersed herself in the vibrant fashion scene of Los Angeles. 

However, family reasons eventually led her back to Sri Lanka, where she found herself at a crossroads in her career. It was during this time that Chathuri was offered the opportunity to head the design team at MAS Active, the sportswear arm of MAS Holdings. During her career with MAS, Chathuri honed her skills and gained invaluable experience, travelling back and forth to New York, Los Angeles, and other fashion destinations. 

As she looks back on her own journey, Chathuri shared that she was infinitely grateful for the support and inspiration she had received from her family. “I owe a lot to my parents. Their love for art and culture instilled in me a deep appreciation for creativity and beauty. They encouraged me to pursue my passion and supported me every step of the way.”

The beginnings of Anaya

In 2010, just ahead of a move to Dubai, Chathuri’s entrepreneurial spirit led her to launch what would become Anaya, a label that truly found its feet after she had moved to Dubai. “Launching Anaya in Dubai was a significant milestone for me. I started with just one employee from Sri Lanka and now we have over 20 employees and our own showroom in the Dubai Design District,” Chathuri explained, adding that Anaya was also sold in other stores in different parts of the world. 

Anaya’s distinct aesthetic blends modern elegance with traditional influences, catering to the diverse tastes of Dubai’s fashion-forward clientele. “Dubai fashion is a unique blend of traditional and modern influences,” Chathuri shared. “From Ramadan and Eid celebrations to glamorous events and weddings, there is a demand for both traditional and contemporary styles.”

With a keen eye for detail and a deep understanding of fabric and form, Chathuri’s designs exude a timeless appeal. From intricately crafted evening gowns to effortlessly chic separates, each piece in her collection tells a story of craftsmanship and creativity.

For Chathuri, design is not just about aesthetics; it’s about storytelling, emotion, and connection. “Great design has the power to evoke emotion and inspire change. Whether it’s a beautifully tailored suit or an intricately embroidered gown, each piece has the potential to transform how we see ourselves and the world around us.”

Navigating the fashion landscape of Dubai presented its own set of challenges and opportunities for Chathuri. “Dubai’s fashion scene is constantly evolving. It’s a melting pot of cultures, with influences from around the world. As a designer, it’s important to stay true to your vision while also adapting to the preferences of your clientele,” she reflected.

The next step of the Anaya journey, and something Chathuri is working on intently, is building the brand beyond the confines of Dubai. “I’m working on creating something for the Western market and expanding into markets like India and Asia,” she shared, adding that she hoped to establish the brand in markets like the US and also in India, especially Bollywood: “Each market has its unique preferences and trends and it’s essential to understand and cater to those nuances.” 

Design is the future

In addition to building her brand, Chathuri is passionate about mentoring the next generation of fashion designers, particularly in her native Sri Lanka. “I believe in giving back and mentoring young fashion students,” she emphasised. “It’s important for aspiring designers to gain practical experience and exposure to the international fashion arena.”

It is also important for designers to find their voice – success in fashion is not just about creating beautiful garments but also about staying true to one’s unique style and vision. “Focus on what you’re good at and what sets you apart. Understand your handwriting as a designer and evolve while staying true to your creative essence,” Chathuri said of how designers could set themselves apart. 

Her advice to young designers is simple yet profound: “Stay true to yourself, stay curious, and never stop learning. The journey of a designer is filled with ups and downs, but it’s those challenges that make the victories all the more rewarding.”