Antra Hanna Pujena - a designer as well as a professional stylist.
Cinnamon Concept is Latvian fashion brand lead by designer and creative director ANTRA HANNA PUJĒNA, who has 10 years of experience in fashion as a designer as well as a professional stylist.
During the recent years, the brand has developed very fast and acquired a stable position in the Latvian fashion industry with specialization in knitted fabric with guaranteed quality and recognizable identity.
We spoke with Antra Hanna:
How much do you approximately spend on clothes a year? Do you like shopping for new clothes?
"As a professional stylist and fashion designer, I love to see trends on mass market of big fashion brands, but mostly I see that fast fashion mirrors what is going on today and tells the real story. When I travel, I always visit boutiques and local design stores for inspiration and try to guess which direction the designer is taking and who the targeted clients are."
Do you often buy new clothes? Do you prefer to go shopping or just browse? Why?
"When I shop, I never go with a list. Accessories, clothes and shoes find me. If the style and price are right – I buy, but sometimes price does not matter – if a certain piece is perfectly mine – price does not matter. Especially with jackets, which I love. Jackets are my favorite item of clothing – I think they are feminine, add structure and embrace posture."
What piece of clothing do you spend your money on the most? Why?
"A black jacket is a must have in any woman’s wardrobe!"
Do you sometimes wear a hat? How many pairs of gloves do you have?
"Oh Yes! Accessories are the key to switch between different styles. I have a ton of glasses, belts and gloves. I am not a minimalist in that sense.
I am a big believer of hats as a part of an outfit, so I create hats according to the newest trends. My brand CINNAMON CONCEPT mostly works with tricot products and knitwear. A beret is my all-time favorite type of hat. The French make it look easy – just put a beret on and some color on your lips. I would add a hint of rich CINNAMON CONCEPT deep perfume. I think that a scent is a part of finished image."
Do you wear jewelry? If so, what kind of jewelry do you wear? How often do you wear jewelry? What is your most valuable piece of jewelry?
"When I was a student, I used to wear a lot of DIY jewelry – and it was always something big, remarkable and contemporary. I had long chains to balance out my feminine style.
I never dress too casual. I rarely wear jeans. Grunge, ethnic or hippy style is not my thing. I have to admit that I dislike piercings and I am not into earrings at all. I cannot leave the house without a big designer statement ring. In my collection are some great pieces from Latvian contemporary artists SOFIA LARK un VALDIS BROŽE."
Do you wear the same color clothes now that you wore ten years ago? Do you wear the same size clothes this year as you wore last year?
"I think it is mostly due to fast lifestyles. We live much faster than 10 years ago. We develop mentally and physically, but our inner self remains the same. And there are no clothes that can change that. Only mood can change, but that is temporary."
WHAT DO YOU THINK OF PEOPLE, WHO ALWAYS AND ONLY WEAR BLACK? DO YOU THINK PEOPLE FEEL DIFFERENT WHEN THEY WEAR DIFFERENT CLOTHES?
"I am interested in an image that matches myself, not with avant-garde and trends. My body shape has not changed a lot, so I still wear clothes from the past. I always had a sartorial eye or approach to dressing cool. Classic capsule has not changed a lot – thin pants, jacket, turtleneck sweater, t-shirt. That is my concept of a lifetime. Mostly I wear black – for me it is a color of all colors. I see black as a bright and refreshing color – it is a symbol of stability and optimism. Of course, for each personality there are different favorites If you wear your favorite shade – it instantly works as an antidepressant. In every style upgrade, the only rule I consider is not to lose yourself when dressing up."
WHAT TRADITIONAL CLOTHES DO PEOPLE FROM YOUR COUNTRY WEAR? WHEN DO YOU WEAR THEM?
"Latvia has an amazing tradition of the Singing Festival and we are very proud of it. It is a time to bring out the most nostalgic pieces I have – handmade traditional belt and white blouse embroidered by my grandma."