The founder discusses leadership, creativity and building a brand in today’s luxury landscape 

Since launching NEOUS in 2016, founder and creative director Vanissa Antonious has built a brand defined by an architectural approach to luxury. Produced in Italy through family-run artisan factories, the label has become known for its refined footwear and accessories that balance functionality with sculptural design, earning a global following and placement in leading retailers including Ounass, Level Shoes and Omarieden.

Most recently, NEOUS unveiled its SS26 collection, Lingering Light, a study in softly tapered silhouettes, considered materials and the subtle relationship between movement, light and everyday dressing. Here, Antonious reflects on building a globally recognised brand, balancing creativity with leadership, and the evolving vision behind NEOUS.

How have these different cultures shaped both your personal identity and your creative voice?

I’ve always felt shaped by contrast. Australia gave me a sense of openness and practicality; London brought vast cultural references, and my Egyptian heritage is where I feel a deeper emotional connection to culture, to history, to a sense of identity that is less immediate but very present. Creatively, that translates into balance. 

How did your early experiences in media influence your confidence to start your own brand?

Working in fashion media gave me a strong understanding of what existed in the market, but also what was missing. You see very clearly how things are worn and styled in real life, not just how they appear on a runway or in isolation. That naturally led me to design with versatility and practicality in mind. At the same time, nothing really prepares you for starting your own business. It gives you perspective and a point of view, but the reality of building something from the ground up is something you can only learn by doing.

What motivated you to launch NEOUS in 2016?

It was a gradual realisation rather than a single decision. I could see a space for a brand that offered a strong design point of view, high quality, and a strong value proposition. Something that felt modern yet enduring. At a certain point, not doing it felt more uncomfortable than taking the risk.

Tell us about the brand today and its DNA.

NEOUS is built on the idea of quiet confidence. We focus on intelligent design, pieces that are versatile and refined, but also deeply considered in how they function. There is a strong emphasis on craftsmanship, proportion, and details that are often subtle yet meaningful.

How has your perspective as a woman influenced the way you lead your business?

I think it has made me very aware of people and of relationships. There’s a sensitivity to how decisions affect others, but leadership also requires clarity and direction. I tend to approach challenges through a more considered, creative-led way of thinking, focusing on solutions rather than problems.

Building a brand from the ground up can be challenging. Were there any defining moments that shaped your resilience and leadership style?

There have been many moments, often behind the scenes. Challenges around production, cash flow, or external pressures. Each one forces you to become more measured, more consistent in how you respond. Resilience becomes less about reacting and more about maintaining stability, even when things are uncertain.

How has the brand evolved over the past decade?

The foundation has remained consistent, but the articulation has become increasingly precise. We began with footwear to establish a clear design language. Expanding into handbags and now sneakers has been less about diversification and more about coherently extending that language across categories. As the brand has evolved, there’s been a deeper focus on proportion, engineering, and the subtle details that define how a piece is experienced rather than just how it is seen.

What advice would you give to other women looking to build their own creative businesses?

Be very clear in your vision. There will always be external opinions, but clarity allows you to stay consistent and make decisions with confidence. Don’t second-guess yourself. And equally, understand the business side. Creativity and strategy need to exist together.

What inspires you creatively?

Architecture remains a constant reference, particularly in its discipline, the way form, proportion, and function are resolved into something that feels both rigorous and intuitive. But it can just as easily come from something more transient, the behaviour of a material, the way something moves with the body, or a shift in perspective through conversation.

Tell us about you as a woman – what do you do when you’re not working?

My life is full, but I try to create moments of stillness where possible. Spending time with people I’m close to, travelling, or simply allowing space to think without structure. I find that stepping away from constant momentum creates a different kind of clarity.

Looking ahead, what ambitions do you have for NEOUS?

The ambition is to build something with longevity, a brand that evolves with intention, but retains a strong and coherent identity. As we expand into new categories, the focus is on ensuring everything feels resolved within that broader framework. 

On a personal level, I’m motivated by the process of refinement. The ongoing challenge of distilling ideas to their most precise and considered form is what continues to hold my attention. I have the luxury of meeting and working with so many brilliant people. I am always curious, and this is forever an inspiration.