From the spotlight to the atelier, Anilla Tanjum is carving a unique niche in Dhaka’s ever-evolving fashion landscape. By profession an actress, Tanjum embarked on a parallel journey in 2017, giving rise to her eponymous brand, Anilla. What began as a passion project during her college years has blossomed into a distinctive label, officially taking root in 2019 with a strategic Facebook presence and a dedicated office and studio nestled in the heart of Dhanmondi.
Tanjum’s ability to blend her innate creativity with an entrepreneurial spirit is central to her success story. Even as she dedicated herself to acting, a deep-seated love for design was quietly developing. This passion found its outlet in Anilla, a brand where she effortlessly combines her artistic vision and the rich heritage of Bangladeshi craftsmanship. The early days saw her navigate the challenges of a budding entrepreneur. This journey, however, was made smoother by the reliable support of her mother and brother, who expertly managed the business intricacies, allowing Tanjum to focus on her creative core.
At its heart, the brand emphasises a harmonious blend of tradition and contemporary design. Anilla‘s collections mainly showcase beautiful traditional and fusion clothing, each piece highlighting intricate handiwork. Delicate karchupi, shimmering zardouri, and other time-honoured embellishments adorn her creations, each stitch telling a story of skilled craftsmanship. While her primary focus lies on womenswear, Anilla occasionally ventures into menswear, offering a glimpse of her versatility. Excitingly, the brand is set for an official foray into the menswear market by the end of 2025, promising a new dimension to its design repertoire. Customisation remains a cornerstone of Anilla’s offerings, allowing clients to partake in the creative process and own a truly personalised piece.
Tanjum’s design language stems from a wellspring of passion and a meticulously cultivated sense of aesthetic. Her creativity isn’t bound by conventional training – instead, it flows from a deep understanding of form, colour, and texture. However, recognising the importance of continuous learning, Tanjum actively seeks to refine her skills, notably through design classes led by the renowned Manish Malhotra. This continuous pursuit of knowledge complements her inherent talent, allowing her to stay ahead of trends while staying true to her vision. Her educational background in marketing provides a valuable framework for understanding the market and connecting with her audience.
Exclusivity is key at Anilla, and Tanjum is firmly committed to it. Each design is conceived with originality at its core and produced in limited quantities. This deliberate strategy ensures that wearing an Anilla creation is an experience of owning something truly special, a departure from mass-produced fashion. This dedication to uniqueness extends to the very foundation of the clothes: the fabric. Tanjum believes that good design begins with good material. She meticulously selects fabrics that not only boast superior quality but also offer unparalleled comfort against the skin. This emphasis on tactile experience underscores her understanding that fashion is not just about appearance but also about how it makes the wearer feel. Tanjum understands fashion as something that goes beyond temporary trends, focusing instead on personal expression and confidence-boosting attire. It’s about pieces that allow an individual to stand out authentically, carrying themselves with grace and self-assurance. Her designs, deeply influenced by this philosophy, often showcase a timeless quality that surpasses the limitations of seasonal trends.
Tanjum has her sights set on the future, aiming to share the Anilla experience with a broader clientele. A significant step in this direction was the 2024 opening of her first Dhaka outlet in Niketon. This expanded her physical footprint beyond her initial Savar store, which closed its doors in 2023. The Niketon space acts as a tangible representation of her brand’s aesthetic, providing a curated experience for a larger audience. Her aspirations don’t stop there; she plans to open more outlets, spreading the Anilla experience to various parts of the city and possibly further. Adding another exciting dimension to her future goals is her ambition to design kidswear, promising the same artistic touch and detail seen in her current collections.
The story of Anilla Tanjum serves as an inspiring example of how artistic passion, nurtured with perseverance, can blossom into something tangible and impactful. By championing traditional craftsmanship with a contemporary eye and celebrating individual expression, her brand, Anilla, stands as a representation of this city’s rich and varied cultural scene. This thoughtful approach hints at a promising future where art and entrepreneurship continue to intertwine. With clear direction and a deep well of creativity, the future of Anilla in Dhaka, and potentially beyond, looks bright and distinctly her own.