ANY DIary October

Behind the scenes of “Polo Society”

HELLO MY DIVAS,

From my creative chaos between sketches, material samples and golden autumn light, something very special has emerged – our new AW25 collection “Polo Society” .

Two weeks ago, during Paris Fashion Week, I was able to present it internationally for the first time – a moment that marked the start of an exciting new season for me and reminded me why I love this creative adventure so much.

With Polo Society, I wanted to translate movement into design. Inspired by the sport of polo, the collection combines power, precision, and elegance—an aesthetic that exudes strength without being loud. Glen check, bridle pattern, and denim meet warm autumn tones like camel and pine green—materials that combine style, comfort, and everyday practicality.

Even before the collection was officially launched, we were already presenting it at international trade fairs – from SILMO Paris to TFWA Cannes . The response was overwhelming: Retailers, partners, and customers from all over the world welcomed Polo Society with enthusiasm. A particular highlight was the WiTR (Women in Travel Retail) event , which we sponsored in Cannes – an inspiring platform for female empowerment and genuine exchange within the international travel retail community. For me, this was the most beautiful proof that true aesthetics are understood everywhere – no matter the country.

For the campaign shoot, we deliberately decided against a studio – instead choosing a horse farm in Bavaria. Between autumn light, mud, and real horses, a visual world emerged that is as authentic as the collection itself: unstaged, honest, and full of character.

Another highlight was the feature in ELLE Taiwan , which shows that our vision is also resonating internationally. A heartfelt thank you to HENGSTYLE 恒隆行 HANG CO. LTD for the fantastic collaboration—and of course to my team, who bring our vision to life every day. Moments like these remind me how far we've come together.


Directly after the international trade fairs, we continued on to Hamburg for a special meet-up with our retail partner Heinemann Duty Free at Hamburg Airport. Together with the team, we presented the new collection, conducted product training sessions, and discussed the ANY DI brand philosophy. The team spirit I felt there was simply priceless.

We officially launched the collection at the beginning of October – and it's already a success. The new materials like denim and the bold autumnal tones have been particularly well-received. Polo Society represents what defines ANY DI: quality, timeless design, and an aesthetic that expresses attitude without being loud. At the same time, it embodies our courage to evolve: new materials, fresh energy, and a modern look that reinterprets our DNA.

Love,
Anne

Experience the world of “Polo Society” – full of elegance, energy, and modern sophistication.

Discover the collection now