With a lifelong love of textiles and a deep-rooted connection to craft, Melbourne-born Anna Woodruff has long seen the world through a tactile lens. From childhood days spent making with her nana to studying knitwear at university, her creative path has always been woven with intention. After years abroad working as a fashion designer and buyer—particularly in Japan, Anna returned home with a goal: to fuse global influence with local craftsmanship. What began eight years ago with a single design quietly became Francie, a knitwear label celebrated for its understated luxury, sustainable ethos and thoughtful design. Now based in Tāmaki Makaurau, we caught up with Woodruff to learn more about her creative journey, the evolution of Francie, and the quiet power of making pieces that endure trend cycles.
In conversation with Anna Woodruff:
What sparked your interest in knitwear, and how did your studies in textile design shape the foundation for Francie?
I once read that knitwear is so specialized because you are creating both the fabric and the garment design at once. And I think that is what I love about knitwear, you have the ability to create amazing textures that feel amazing on the skin, as well as shapes that help people feel good in their bodies. Creating textiles from scratch also gives you a real experience in how many hours and experience goes into making fabric and clothing, which naturally leads you to consider how much people in the industry should really be getting paid and treated.
AW25 is inspired by textile designer Anni Albers. What drew you to her work, and how did she influence the pieces in this collection?
Her weaving has inspired my design practice since the early days. Her work shares my love of texture, subtlety, tonals, and a touch of the human hand. It wasn’t just her textiles that were inspirational though, but also the images of her throughout her life. Like so many of the women I love, she’s practical, unpretentious, effortless, playful, loving, sensual, multifaceted. Equally so in her younger years as on her 85th birthday. I love each piece she wears is beautifully made; yet just thrown on. She’s not just standing there showing her outfit, she’s in the process of living and doing.
For this collection we drew inspiration from some of her colour palettes, and this particular photo of her in a chunky cable knit cardigan. It inspired our own modern interpretation; a more simplified cable knit for that bit of nostalgia without the bulk.
You’ve worked in fashion across Melbourne, London, and Japan. How have those places influenced your design perspective and the identity of Francie?
Japan is definitely the most influential country for Francie, it is such an amazing mixture of inspiring and calming all at once. Japanese design has such attention to detail and is such a testament to the concept of “less is more”. In clothing a lot of the designers I admire have just “one size”, and I loved how that leads to designs that move more with our bodies as they change. However our western body shapes are often quite different, so that is where it came down to taking that Japanese design influence and creating something to suit different shapes and heights. So Francie just has two sizes, which are intentionally designed to fit at least XS – XXL (but sometimes more).
How do you balance staying in tune with fashion’s current mood while designing pieces that endure beyond trend cycles?
Whenever I design something new, before I go ahead with it I try to imagine “would I have worn this 5 years ago / would I still be wearing this in 5 years time?”. I think it is also good to spend some time away from Pinterest and Instagram, and draw inspiration from old books, and by going to galleries and museums. Otherwise we are all being inspired by the same thing at once!
Do you have a go-to ritual or activity that helps you recharge and stay centred?
Anything to get away from a screen! I love getting into the garden, cooking good food, or going for a hike in the Waitākere ranges. That was a big part of why we moved to Aotearoa actually, it feels like it is closer and easier to get into some nature over here.
How would you describe your personal style, and what influences it the most? Are there any New Zealand designers you gravitate to?
My personal wardrobe is a bit of a uniform of contemporary classics. I love pieces that blur the lines between being soft and comfortable, whilst retaining femininity. Like a big slouchy jumper with a buttery silk slip, a wink of nice lingerie under a sheer knit, or a red lip with a white tee and jeans. I love the design coming out of New Zealand. I love Penny Sage, Ohen, Rachel Mills, Paige Jansen and Harry Were to name a few.
Who or what inspires you creatively?
I love looking at old international films, film photography and artworks for colour palettes. I also have this huge archive of knitting patterns spanning from 1940 to today that I have slowly collected. When I’m feeling stuck it is always great to look backward before looking forward.
What’s your next focus for your brand?
For Francie, knitwear is always going to be the focus, I love the notion of just doing one thing really well. Recently we have started having more events and doing mending workshops. It’s been so great to connect in person when our world has become so digital. But there is so much for us to explore within the world of knitwear design – only time will tell!
Quick-fire questions
The next item on my wardrobe wishlist is…a pair of good black riding boots.
My favourite place to dine… EAST.
My next holiday destination… Japan.
My guilty pleasure TV show or movie is… old James Bond movies.
Three beauty products I can’t live without… Bare Minerals Complexion Rescue Tinted Moisturiser. NARS concealer, and Cerave moisturiser.
