Why NEOUS’ founder says minimalism is anything but simple

Fashion

I’ve always had a bit of a love-hate relationship with the term quiet luxury and, if I’m honest, with minimalism too,” says Vanissa Antonious, the founder of the London-based label NEOUS. “People assume minimal means simple, but it’s quite the opposite. True minimalism is about precision, an almost obsessive attention to detail.”

For Antonious, creating handbags and shoes that feel effortless yet intentional is, in itself, an art form. And finding harmony in the design through subtle structural and aesthetic choices is always one of the hardest things to master. But with her background in art history and theory, the designer’s conceptual approach to her work – shaped by rhythm, balance, and emotional connection – has served her well at NEOUS. Having studied mid-century art and architecture, she draws on the philosophies of artists such as Wassily Kandinsky, who believed in the invisible language of energy and flow. “I think it’s the energy we feel when we see or wear something that truly connects with us,” she says. “That emotional charge, that’s what great design evokes.”

Her aesthetic language, however, isn’t born of one place or culture. Raised in Sydney with Egyptian heritage and now based in London, Antonious embodies a global sensibility, one that seamlessly merges freedom of movement with structure. “Growing up in Sydney gave me an appreciation for ease and open space, while my parents instilled in me a relentless work ethic,” she reflects. “Their strength and resilience taught me to never compromise on vision.”

That duality of discipline and freedom runs through every curve and contour of NEOUS, which was launched in 2017. What began as a quest to craft the perfect mid-heel shoe soon evolved into a sculptural study of form and function, which has expanded further through her handbag line, which launched three years later.

“I never wanted fashion to feel restrictive,” she explains. “Whether you’re walking across cobbled streets in London or through a gallery in Milan, design should enable movement, not inhibit it.” Over the years, NEOUS has become synonymous with architectural simplicity. The brand focuses on accessories that embody quiet confidence rather than overt statement. Structured yet soft, each piece oozes understated style that whispers refined luxury.

In particular, Antonious’ fascination with texture plays out in her collection through contrasting materials such as leather against
suede, gloss against matte, to create a subtle and nuanced approach. What also sets Antonious apart is her unrelenting curiosity, the kind that keeps creativity in motion. For her, inspiration is not found in grand moments but in everyday gestures. It’s an imprint on a pavement, the curve of an architectural archway, or the rhythm of a woman’s stride. “Everything around you can become a source of design if you’re truly observing,” she notes. This attentiveness fuels the sculptural precision that NEOUS is known
for, products that feel artfully lived in.

Antonious feels one of the most critical aspects of the success of her brand, or any business for that matter, comes down to the courage to continue to cultivate an authentic and unique point of view. “Stay true to your voice,” she says. “Don’t look around too much, it’s hard these days when we’re constantly scrolling and comparing, but your distinct perspective is your greatest asset.

That’s the one thing no one else can replicate.” It’s advice rooted not just in discipline, but in conviction, a reminder that timeless design stems from self-assurance, not imitation. She believes that the future of design lies in a return to substance, in building with intention. As she continues to expand the NEOUS universe, her philosophy remains constant. “For me,” she says thoughtfully, “elegance means ease. It’s about confidence, feeling good within yourself. That’s when design truly comes alive.”