Founded in Bali in 2008 by French-born, Walyalup/Fremantle-based Gaëlle Beech, The ANJELMS Project was created with a simple goal: to foster human connection and help provide a better life for women living in remote areas. The brand started selling ikat fabric dresses made by a small group of Balinese women, before eventually moving production to Kathmandu, Nepal, and then finally to The Stitching Project – a social enterprise based in Pushkar, Rajasthan. 

Previously working in management for luxury brands in Europe, including Hermès and Ralph Lauren, Gaëlle has an innate appreciation for timeless quality, a commitment to adding something of value to the world with every garment, and a passion for fairtrade practices and how they can transform the lives of workers for the better. Here in Australia, Gaëlle is passionate about providing young people with the opportunity to be a meaningful part of a fashion brand, and welcomes the innovative ideas and inclusive outlook they bring. 

Meet the team

Gaelle Beech

Founder/Designer/Creative dreamer/Jack of all trades

The ANJELMS Project was born on a holiday and took over my life: my love of textiles and people was the main motivation, and this grew into a medium to empower people to improve their lives and showcase their cultural heritage. At the age of 16, I declared that I wouldn’t go to business school or study accounting (too boring!) or fashion (I’m from Paris, where everyone does that), and instead, dreamt of being a vet or an anthropologist. But I discovered my love of textiles during my first summer job in the warehouse at luxury brand Hermès. I then spent four years in their Cologne store, eventually working my way up to assistant manager, where I learnt about the value of fine craftsmanship and the importance of process, attention to detail and presentation. After moving to Australia at 21, I worked for many fashion brands – from retail to manufacturing – in kidswear, contemporary bridal and menswear, including eight years at Ralph Lauren. I learnt about the power of storytelling, but also reflected on how extreme consumerism was affecting our society and how the power fashion had over people's lives could be turned into a medium for change.  

Favourite pieces 

I’m one for comfort, so the boilersuits and overalls have to be my favourite. I’ve also been living in the new button pants and jacket combo, as they’re so versatile to dress up and down.

Tips for ethical and sustainable living?

Buy clothes you fall in love with so you wear them again and again and look after them because they have sentimental value. Surround yourselves with goodness, whether it’s food, skincare or clothing – it will become a part of your lifestyle, and you won’t want to compromise. And lastly, recycle, reuse and repair.

Fun fact

I don’t wear pink, ever! 

 

Madeleine Beech

Artist, print designer and sales assistant 

I’ve worked with The ANJELMS Project since 2016, designing all our block prints (including our first ever print); helping plan, style and coordinate our photoshoots; and working in our stores. Outside of that, I’m a multi-disciplinary artist and maker working primarily with installation and sculpture. My art practice is driven by an ‘intuitive making’ approach with an interest in material response, process, experimentation, play and the transformation of found objects and materials. I completed an Associate Degree of Visual Arts at North Metropolitan TAFE in 2017 and a Bachelor of Fine Arts at Curtin University in 2018, and have exhibited in galleries across Perth. 

Favourite pieces

The apron dress, tailored pants and reversible wrap skirt. 

Tips for ethical and sustainable living?

Buy secondhand or invest in good quality ethical fashion. Recycle, trade and repurpose. Connect with the people in your community, and be kind to yourself and others.

Fun fact

I love cold salted butter on cold toast.

 

Jing Song

Website/graphic designer and photographer

I’ve worked with The ANJELMS Project since 2016 helping with the digital side of the business, including the website, photography, newsletter design and graphic design. It’s a supportive community, and Gaëlle has always given me the freedom to explore new things and hone my skills on work I’m passionate about. I studied interior architecture, but always had an interest in ethical fashion – I enjoyed textiles in high school and used to make garments from recycled materials. I wrote my thesis on ethical fashion shops, which is how I first met Gaëlle. These days, I work as a fulltime digital designer, as well as running my own freelance business providing website design, branding, graphic design and photography to local small businesses.  

Favourite pieces 

The button pants and short sleeve top.

Tips for ethical and sustainable living?

Buy local and from small businesses when you can. Take care of your clothes: mend them, read the labels and wash them appropriately.

Fun fact

I never sneeze just once – usually three times or more. 

  

Bianca Roose

Social media manager and ANJELMS model

My role at The ANJELMS Project centres around content: I’m in charge of the social media accounts, captions, blog posts and newsletters, and I also write all of our product descriptions in the lead-up to a new collection. The thing I like most about working with this team of creative women is our collaborative process. Even though we all have our skills and jobs within the team, each decision is discussed and worked on together to ensure that our customers are receiving only the best. I studied Performance and Screen Arts at Curtin University, and I’ve worked as both a performer and creative designer within the Western Australian Theatre industry. Intersectional social justice and sustainability are at the forefront of my values, and activism plays a major role in my life and career. As well as my work at The ANJELMS Project, I work with an op shop providing vital services to vulnerable people across Western Australia. 

Favourite pieces 

My staff pick is the Green Stripe Coordinates from our current Checkmate capsule collection. The fit of the pant gives such a beautiful straight line silhouette on any body, and pairing it with the lightweight jacket in a matching print takes it from casual to an elevated evening look so easily – a truly fluid outfit for any gender!

Tips for ethical and sustainable living?

My sustainable fashion tip is to find a fabric and a fit that you love, and then to outfit-repeat shamelessly! There is so much pressure from advertising and the media to buy garments we don’t really need to keep up with trends, but classic cuts and bold prints/plains never go out of style! Find what you love to wear – what you feel confident and playful in – and keep wearing it! An outfit can be changed so easily with a different bag or belt, and the thing that I love about our ANJELMS Project pieces is that the hand-spun, hand-loomed Khadi cotton fabric we use for our garments does most of the work in terms of comfort, durability and breathability.