We recently connected with Anastasia Slavkovic and have shared our conversation below.
Anastasia, thanks for joining us, excited to have you contributing your stories and insights. What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?
During my college years I actually first started my business endeavors selling handmade jewelry on Etsy/in person. I’ve always loved geodes, and unique textures, and colors – so I began making chokers and necklaces out of different findings, crystals, stones, and sea shells. I sold under the name Haos (meaning Chaos). I got my first few experiences of what it takes to launch a product and sell. Fast forward to my senior year of college – Valentine’s Day was approaching, which is my favorite Holiday – and I actually thought of some fun graphic print designs based on my friends, so I developed a mini collection called “love sick”. Through this, I learned how to find and utilize a drop shipping manufacturer. It was lots of fun to create and photograph and see people showing interest in this type of product designed by me. Meanwhile, I was finalizing my thesis (The Elf Dream) when I realized it was the story, aesthetic, and concept I wanted for my brand – so I began developing the brand and logo.
Soon after I graduated college, I got an invitation to show a collection at RAW artists in NYC. With my parents’ agreement, I took some time to finish making a few more pieces from my thesis, raised money for the fashion show, scouted models and a photographer – and then showcased my first collection. With the first photoshoot done, I began developing my Shopify storefront, updating my socials, creating a studio space (in my parents home), and coming up with a business plan. Thankfully, my Mom was able to utilize her network to help me get my business legally set-up with some advice on what type of company to create.
Since then it’s been a lot of learning and testing to see what does and doesn’t work. From testing out influencers and finding out how important contracts are, to trying out paid ads and different apps, to figuring out how to change Shopify code, and even having mishaps with shipping, it’s been a journey of mostly figuring it out as I go. This past year I also worked with a brand designer to do a bit of a re-brand/refining and connect all of my thoughts into a clear and concise vision, and plan.
My main goal the past couple years have been to gain exposure and trust, and create a community around my brand. Of course, sales have been a top priority as well, so that I can grow and keep the business going, but I must admit this has been the toughest area for me to master. So, I enrolled in a mentorship/business class that gave me insights on how to master your plan and vision and stay organized. Additionally, I learned a few tips and tricks on how to find and secure leads. My full-time job as a Merchandising Manager, leading a multi-million dollar category has also helped me learn how to bridge the creative side to the business side of things when running a business. Through the class, my FT job, and realizing the potential of my brand through in person events, I gained the confidence in myself as a business owner. Now that the brand is gaining more traction, I also began to ask for more help, set-up processes and meetings, and I am beginning to outsource production (on a very small scale). 100% of designs are still done by me and approx. 85% of items now are still hand-made by me in my home studio.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I’ve always been fascinated with materials, textures, colors and taken an interest in knowing about the way things work and are built. Matching that with my love of nature, the abstract and asymmetrical, and finding a purpose to make a positive impact in the world through sustainable fashion – my passions connected and assisted in the development of what is now my brand, Formula S7.
During elementary school, I happened to stumble upon one episode where the designers were challenged to create a design made from landfill. I was so intrigued, I grabbed a sheet of tin foil, grabbed my Barbie, and started to play along, creating an unconventional design. I was five and that was the beginning of recognizing my talents and passion outside of loving to play dress-up. Then, in middle school, I designed a dress for a paper doll contest that won an honorable mention and was published in the Newspaper. Shortly after, my Grandma began teaching me the magic of creating something out of nothing. Our first projects together were scavenging household materials and out-grown clothes to create a series of tote bags. I swapped out my backpack for the tote bags and all of sudden, I experienced my first “where did you get that?” interaction. It was such a pivotal moment for me, the feeling that came with evoking an emotion in someone else and realizing others could relate to what came straight from my imagination. Today, this is still the biggest thrill and loving feeling when someone connects with my designs, because clothes evoke a mood and identity.
Fast-forward to my high-school years; I served on Nordstrom’s BP Advisory Board, attended Cornell University’s College of Human Ecology, Fashion Design and Visual Thinking Course, and interned for Kiya Tomlin (where I was introduced to the power of organic draping). Meanwhile, I showcased my designs at the Andy Warhol Museum Youth Invasion 3 years in a row. The time I spent at the Andy Warhol Museum allowed me to explore my talents and build up my artistic aesthetic to the likes of Warhol, Kent, and Basquiat.
The next chapter of my life began when I moved to NYC to study at FIT. With the city as my playground and the classes packed with diversity, I finally started to come into my own. I flourished with the energy, passion, creativity, endless opportunities and the challenges! I owe it to my many peers, friendships, professors, and mentors for all the lessons learned, growth, and talents harnessed. During my sophomore year, I interned for Alon Livne and was introduced to the bridal industry. My mentor, Ron, vowed to teach me as much as he could – and the sewing/production tricks he taught me, I still use today.
After receiving my Associate’s degree I was accepted into the Bachelor’s study abroad program, moving me to Milan, Italy! A culture shock, whole new lifestyle to adapt to, and the world seemed limitless! I gained valuable industry knowledge, furthered my technical design skills under knitwear and swimwear, switched to digitally designing collections, and began to see more of my design identity shine through.
After a year in Italy, traveling around to different fashion houses and factories, visiting new countries, meeting so many inspiring people, and taking on a whole new way of life, I was ready to take NYC back by storm. I landed an internship with Alice & Olivia, giving me the opportunity to see my designs, color-ways, and graphic prints get produced. A plot twist in my designing journey came when the team asked me to handwrite a saying. I thought, “This is so random. ME! My handwriting is so bad!”. Nevertheless, I grabbed my iPad and wrote out “Something wonderful is about to happen!” at least 100 times. Stacey Bendet herself picked one of those and my handwriting soon became a sparkly black embroidery on a pink sweater. I started to recognize how my time at the Andy Warhol Museum, creating art in response to Corita Kent, and the messages I wanted to relay with my designs to the world (from my thesis) all started to come together. With this and recognizing there is something special about my handwriting, or more so, what I wanted to communicate to the world, I started to take my art practice of writing out my abstract thinking and took it to fabric; inventing the Moral Messages you’ll see across my brand.
After a challenging final year at FIT, I decided to launch my brand, Formula S7, with a mission and vision to offer a wide range of unique, eco-conscious pieces for individuals during different stages of their sustainability journey. We want to empower individuals to create an iconic wardrobe in the most sustainable way possible. Customers can choose from different ranges of clothing – from eco-conscious essentials, through one of a kind hand-made, daring pieces to totally custom designs that the brand offers on request. Combining sustainability, authenticity and expressive designs makes Formula S7 a perfect fashion choice for individuals demanding more from their clothes. Formula S7 shows that sustainable fashion doesn’t have to be boring and constraining.
How did you build your audience on social media?
My instagram account hovered around 300-400 followers for the first few years. I had it up as a portfolio page, even before launching my brand. In the 2.5/3rd year of having my brand and moving to ATX, I started to see more followers after doing more in person events, sharing my account with new people I met, and posting more consistently. I am now a bit over 800 followers. I also wanted to note that I didn’t start seeing an increase in followers until I wrote down a goal to gain 100 followers in 3 months and I exceeded that goal!
Any advice for growing your clientele? What’s been most effective for you?
The best way I have grown sales and acquired clients has been through word of mouth, meeting people in person (doing vendor events), and reaching out to people in Facebook groups looking for the alterations and custom services I provide.
I have also tried to gain sales through influencers, and paid ads – but haven’t seen good ROI from these.
Contact Info:
- Website: https://formula-s7.com/
- Instagram: https://www.instagram.com/fs7studio1/
- Facebook: https://www.facebook.com/FS7Studio1
- Linkedin: https://www.linkedin.com/company/formula-s7
- Twitter: https://twitter.com/fs7studio1
- Other: https://www.theknot.com/marketplace/formula-s7-round-rock-tx-2072791 https://www.weddingwire.com/biz/formula-s7/b42a94176ce2910d.html https://shoprestatement.com/seller/formula-s7/ https://www.wolfandbadger.com/us/designers/formula-s7/