It’s truly amazing that you have been able to develop so many distinctive products and collections under the Anat Fritz brand.
In terms of designing, I just know exactly what I want and I already see the finished product in front of me, and then I work backward so to speak and ask myself what “does it require?”, until I can finally hold the finished product in my hands. That pretty much describes my design process. Before I moved to New York I had my own fashion brand, as well as a studio for creative consultancy. I just love to create. I am a perfectionist and proportion fanatic and it is really hard to please me aesthetically. Of course, the few designers that I adore will have what I love, but honestly, I like to wear something beautiful with my own name written on the –label – that is much more satisfying to me.
Tell us about yourself?
In addition to my fashion and fragrance lines (anatfritz.com), I also oversee all aspects of my art direction, my branding, styling, and design. I direct all my shoots, look books and campaigns myself and do visual consulting and collections for other brands. I also do a significant amount of free-lance work consulting on creative direction and exploring new brand partnerships. Presently, I am in development on a wonderful anti-aging face cream, unlike anything on the market.
How did you get started in perfume?
I am always on the search for that perfect thing. If I cannot find it somewhere, I sit down and make it. I was always looking for the perfect scent to accompany my daily life. Something that leaves a trace of me in the atmosphere. A scent with depth, personality and impact – but on a subtle level. A memorable, but refined scent.. I have very high standards with everything I do.
Sexiness comes from inside whatever your age.
What is your philosophy on scent?
The only purpose a perfume has is to flatter, expose, enhance one´s personality and make the wearer´s individuality visible. I cannot understand how people can walk in a cloud of these commercial synthetic celebrity scents, that smell the same on every person —and people say “wait, are you wearing Fahrenheit? Or is that Daisy by Marc Jacobs? I recognize it!” Those perfumes function like a blanket that covers your personality.
What are your influences?
My influences stem clearly from the late ’70s. Just think Annie Hall! The proportions, the shapes, the combinations. I am a big fan of functionality paired with effortless chic. I like classy, timeless things in every category. Feminine but not overly vampy, still a bit held back so that there always remains a part that needs to be discovered. Over the years I have built “the perfect wardrobe.” Once it makes it into the archives, it will blend and mix with every other piece I have. I can just grab anything and it will be a perfect match all together. I rarely spend more than five minutes in front of my closet. I love to be inspiring eye candy to people I meet and I value when others make an effort with the same. Isn´t it so much nicer to study a woman sitting across from you in a cafe and finding inspiration in her outward appearance and to possibly get a glimpse of her personality and maybe character?
Sounds like you would make an excellent stylist.
For the right client, I would. As long as I am I given the creative freedom I require.
Final thoughts?
I like to create beautiful things and inspire people. If it comes to an idea or vision of a naked woman on a horse, I like to be that woman. Sexiness comes from inside whatever your age. I do yoga and exercise and I’m a proponent of healthy food. The ultimate for me is raw, unprocessed food. In fact, I also have a book out with raw food recipes that has been translated into a few languages. I get great satisfaction in helping other women rediscover their feminine power and joy of life.
