Annagreta is an Italian womenswear brand defined by understated elegance and meticulous craftsmanship. Rooted in the country’s artisanal tradition yet attuned to a modern sensibility, the label proposes a refined wardrobe of enduring essentials. Designed and made in Italy, each piece is crafted to become a lasting part of a woman’s wardrobe. Annagreta’s designs balance structure and fluidity, strength and delicacy, offering a quiet sophistication that resists the pull of passing trends. Founded by Annagreta Panconesi, her namesake label reflects a design philosophy shaped by global experience and refined through a return to Italian heritage. The brand is built on the conviction that clothes should be lived in — simple to wear and intuitively versatile.. With a focus on fabrics of exceptional quality and a commitment to small-scale local production, Annagreta embodies a slower, more thoughtful approach to fashion. At its core, the brand captures an aesthetic of relaxed minimalism — garments that elevate the everyday while holding their place in a curated, seasonless wardrobe. More than clothing, Annagreta offers a way of dressing that is intentional, enduring, and intrinsically Italian. In this interview, we explored the vision behind Annagreta and the values shaping its creative identity.
What inspired the creation of your brand?
After gaining experience in the US and returning to Italy as Creative Director at Luisa Via Roma, I felt a strong need to build something of my own. That’s how Annagreta started. I wanted to create a brand that felt natural to wear and was made with care.
Who in your life had the biggest influence on your style philosophy?
My mother, no doubt. She really embodies the phrase from Dostoevskij, “Beauty will save the world”. I’m drawn to things that last. I like things that don’t follow trends but stay relevant over time. Timelessness defines my vision: simple, enduring, and always appropriate.
Describe the brand Annagreta in 3 words?
Tradition. Innovation. Quality.
How would you define your aesthetic in a sentence?
Simple. Relaxed. Unforced. That’s my aesthetic.
If your brand were a person, how would you describe them?
Someone who moves with quiet confidence, calm presence, and effortless elegance.
What details or design choices are signatures of your brand?
The white “Bette” t-shirt, the light blue “Nila” shirt and the medium wash denim “Clara”. These pieces reflect the brand DNA.
Can you tell us about your approach to craftsmanship and materials?
I’m lucky to be surrounded by skilled people in Italy who really care about what they do. I work closely with pattern makers and fabric specialists who help bring each design to life. Their input is essential to making the clothes feel right. We keep production small so we can focus on doing it well. I choose materials that feel nice on the skin and endure over time, made in Italy. Every fabric I use is selected for the comfort and function it offers. I work with Italian companies that know their craft. The fit and feel of each design is tested many times before it’s produced. I want clothes that people reach for every day. You should never have to think twice when putting them on.
How do you hope your pieces make someone feel when they wear them?
I want them to feel like themselves and not somebody else. Personal style is essential to bring clothes to life. They need to be lived. The right clothes don’t have to be loud to make you feel strong. When someone wears Annagreta, I hope they feel relaxed and in control. It should be simple to wear and easy to style. I make clothes that support your day, not distract from it.
What are your favorite pieces of the current collection?
We just launched a few satin pieces in black, bronze, and nude. Simple cuts with a strong impact.
How do you style your pieces?
Style them your way. Personal style is what matters — there’s no right or wrong.
