When talking to fellow creatives, we often wonder: HOW DO THEY DO IT? To prevent Instagram stalking or doom-scrolling to figure out their secret sauces and success stories, we prefer to ask them face-to-face. Today: an unfiltered conversation with VANISSA ANTONIOUS, FOUNDER of NEOUS. Cover image: courtesy of NEOUS by Simon Schmidt
Also read AYNUR ABBOTT: “THE HICCUPS MADE ME REALIZE WHO I WISH TO BE”
IN CONVERSATION WITH VANISSA ANTONIOUS
As a kid, Vanissa Antonious was “exceptionally determined.” Hence, from her earliest memories, she recalls the traits that set her on a path of relentless determination—seeing every project through, considering the tiniest details, and embracing minimalism, not as a simple style but as an exacting form of art.
In her formative years, the founder spent nearly a decade as an editor at Harper’s BAZAAR in Australia and London, discovering her sense of design, balance, and an almost sculptural quality in fashion. These experiences, coupled with a background in art history, deepened her understanding of the craft that fashion requires. While Antonious once dreamed of design school, her path changed for the better. Instead, she immersed herself in the arts, cultivating a discerning eye and a clear idea of what modern fashion needed—a gap in the accessories market that no one else seemed to fill.
During her tenure as an editor and freelance stylist, Antonious began to recognize what was missing. “The [accessory] designs either felt overly ornate or too simplistic, lacking the versatile sophistication that I wanted,” she explains. The insight led to the start of NEOUS, which was about building a brand with purpose, one that met the needs of a discerning, modern audience with an appreciation for refined, functional beauty.
BIRTH OF NEOUS
Bringing NEOUS to life, however, was anything but simple. It involved countless meetings, collaborations, and experiments. “Building shoes is unlike any other form of creation,” she notes. “It’s a blend of physics and progressive aesthetics, requiring skilled artisans to bring concepts into a functional form that resonates with the wearer.” From sourcing artisanal workshops to navigating production nuances, she discovered an industry rich in craftsmanship but challenging.
Her first designs were launched cautiously, aware of new brands’ obstacles in such a competitive landscape. “People would often tell me how hard it is to succeed as a new brand,” she recalls. But with an audience that embraced her designs, NEOUS quickly found its rhythm, supported by a network that understood the brand’s vision. Yet, success didn’t mean the challenges ended. “Hiccups are part of the daily routine,” she laughs. “But every setback strengthens your resilience and teaches you that everyone is learning on the go.” For her, these experiences underscored the importance of intuition and the power of collaboration.
BUILDING A UNIVERSE
What truly defines NEOUS is its aesthetic—a thoughtful, minimalistic, yet expressive design language that bridges practicality and timeless elegance. NEOUS shoes are crafted to blend seamlessly into life, refined and adaptable yet unmissable in their craftsmanship. Each collection is inspired by diverse sources, from the gestural fluidity of modernist architecture to the bold dynamism of Martha Graham’s dance performances. Antonious’s designs are, in essence, a narrative of artistic exploration and emotional expression, evoking the tactile, sensual forms that intrigue and endure.
As she looks to the future, her passion for NEOUS continues to expand. “I am excited to collaborate with like-minded artists and creators, building a universe of women who feel deeply connected to each piece,” she says. With 2025 on the horizon, new projects that promise to push the brand’s expressive boundaries even further are in motion. “Being part of their life- is something we always feel very privileged to be included in.”
