From London to Australia and back again, fashion has always travelled along cultural lines — shaped as much by movement and exchange as by design itself. It is within this global conversation that Anannasa, an Australian fashion label with a distinctly international conscience, finds its relevance for a London readership.
Founded in 2014 by designer Sher Lo, Anannasa has established itself through bold colour, confident prints and an unmistakable artisanal hand. The brand’s aesthetic is expressive without excess, grounded in silhouettes designed for longevity rather than seasonal disposal. In an era dominated by accelerated trend cycles, Anannasa takes a slower, more deliberate approach — privileging durability, individuality and thoughtful construction.
The label is equally direct in how it speaks about ethics. Rather than adopting fashionable language around sustainability, Sher Lo has been forthright about its limitations. Acknowledging that no imported fashion brand can be fully environmentally neutral — particularly when global transport is involved — Anannasa resists simplified claims.
Instead, Anannasa focuses its ethical commitments where it has direct oversight. The brand works closely with long-standing manufacturing partners it knows personally, prioritising unionised labour, fair working conditions and respect for skilled craftsmanship.
Among those drawn to this philosophy is Sabrina Khan — London-born, internationally recognised human rights lawyer, and a figure whose engagement with fashion has long been rooted in advocacy rather than aesthetics alone.
Her work designing fashion in Fiji alongside marginalised women has been featured across Fijian newspapers, as well as by ABC Pacific and SBS. In 2025, Khan was awarded the NSW Human Rights Medal and a Medal of Honour from former Fijian President Major General Jioji Konrote.
The brand’s social engagement extends beyond its collections. Sher Lo sits on the board of Humans With Humanity, an NGO addressing menstrual hygiene inequality across interior regions of India.
For London readers, Anannasa represents an Australian fashion voice shaped by global realities — one where design, ethics and lived experience intersect with purpose.
