Now and then you watch a runway show or see a collection and your heart beats a little faster, your breath catches, and it feels as if you are transported into another world. That’s how it felt to see the handbags created by Jelena Kulic for her brand Anellej waltz down the runway at Paris Fashion Week last October.
Each bag was a flawless work of art, handmade, and inspired by various artistic mediums. From gilded details reminiscent of vintage frames, you might see at the Louvre, to bags installed with miniature candelabras that light up from LED batteries, each bag had its own narrative.
To better understand Jelena’s story, Anellej’s debut at Paris Fashion Week, and where we can find her (and her handbags!) next, we sat down to interview Jelena.
Fashion Reverie: When did you begin making purses? What was your inspiration for starting?
Jelena Kulic: I began creating pieces for myself when I was around twelve years old. I had always loved fashion, but especially in the early 2010s. Many of the trends didn’t fully align with my personal style, and instead of adapting to what was available, I felt inspired to create what I wanted to see and wear.
At first, I designed not only bags, but also headpieces, headbands, jewelry, and phone cases. I was especially drawn to experimenting with accessories because they gave me the freedom to be bolder and more expressive, while still staying within my comfort zone. At the time, I naturally gravitated toward more minimalistic outfits, so accessories became my way of adding character, emotion, and individuality without overwhelming the look.
Designing was a hobby that deeply fulfilled me. I have always loved art, particularly classical art, and I realized that while drawings and paintings often remain stored away in a drawer, fashion is dynamic. It moves. It lives.
Fashion Reverie: What was your inspiration behind the collection you just debuted at Paris Fashion Week 2025?
Jelena Kulic: The main inspiration behind the collection was the Opéra Garnier and elements of “The Phantom of the Opera,” as the legend says he once lived within the building. I first visited the Opéra Garnier in 2023, during my first trip to Paris, and I was completely mesmerized by the entire experience.
From the exterior facade of the Opéra Garnier to the corridors, the Grand Foyer, and the auditorium, every space felt overwhelming in the most beautiful way. I was equally inspired by the performers, their dedication, discipline, and presence on stage. Their costumes, the music, and even the audience attending the opera, elegantly dressed, all contributed to a powerful, immersive atmosphere.
That visit left a profound impression on me and sparked a desire to pay homage to French culture and artistry. I wanted to translate the energy and soul of the building itself into the form of a bag.
Fashion Reverie: If there is one emotion you want your bags to evoke, what would that emotion be?
Jelena Kulic: The sense that you are carrying a piece of applied, contemporary art rather than a purely practical accessory. I never want my designs to feel ordinary or purely functional. Instead, I want them to feel expressive, emotional, and meaningful.
I view each creation as a one-of-a-kind artwork. I design each bag starting from the silhouette and structure, treating it as a blank canvas. From there, I hand-paint every piece and individually craft the sculptural ornaments and embellishments that complete the design.
Fashion Reverie: How do you want your bags to be worn?
Jelena Kulic: I love the idea of my bags being worn as statement pieces, letting the bag be the focal point of the look, paired with a simpler, more monochromatic outfit. Something like a silk dress or a tailored suit, where the bag adds the main visual impact.
At the same time, I also love a maximalist approach. If someone wants to dress them up for more formal occasions, the bags can be styled with dramatic silhouettes, such as ball gowns or couture-inspired evening wear, creating a fully immersive, expressive look.
Fashion Reverie: How did you end up at Paris Fashion Week? What was the biggest learning curve about debuting on such a large scale?
Jelena Kulic: I have been watching Paris Fashion Week on Fashion TV since I was very young. I was always mesmerized by the haute couture creations designers presented, the elegant models, the venues set in some of the most beautiful locations in Paris, and the guests who were always impeccably dressed. The entire atmosphere was surreal.
In Marc 2025, I had the opportunity to design invitations for one of the designers participating in Paris Fashion Week. I hand-painted them and approached them as small artworks rather than simple invitations. They contained layered elements and subtle visual metaphors that held personal meaning for the designer, almost like hidden narratives embedded within the composition.
After that experience, I felt a strong desire to contribute again in any possible way for the following season in October. I submitted my CV and attached my own bag designs. About ten days later, I received an email from a platform that recruits designers for Paris Fashion Week, inviting me to participate as a handbag designer.
The entire process felt like a dream come true. It was intense and time was limited, but I embraced every moment of it. The biggest learning curve was understanding how to stay confident and grounded while working on such a large scale. I had to trust my vision completely and give my absolute best, even under pressure.
I am truly honored to have debuted at Paris Fashion Week at the age of 23, and deeply grateful that my first official presentation as a designer was surrounded by so many inspiring creatives.
Fashion Reverie: What are you most excited for next?
I am incredibly grateful for the opportunities that have already come my way for the upcoming season, including invitations and offers in New York, Milan, Paris, and Dubai. It is both humbling and motivating to receive such recognition at this stage of my journey.
While I prefer not to reveal too much about what is coming next, I can say that I feel a strong desire to create a collection that goes beyond aesthetics. One of my key aspirations is to design a collection that would be presented through an auction format, with all proceeds dedicated entirely to charitable causes. Contributing to meaningful initiatives through art and fashion is a responsibility I take seriously, and I am committed to developing this concept. I welcome the opportunity to connect with individuals or organizations who have the expertise or interest to support this initiative and encourage you to reach out via email (anellej.couture@gmail.com) for further discussion.
Images courtesy of Anellij
Fashion Reverie: Where can people find your bags?
Jelena Kulic: My brand operates on a bespoke and highly individualized model, centered around personal consultations with each client. Through these consultations, I aim to learn more about a client’s aesthetic, preferences, and vision. We discuss what they are drawn to, what they dislike, and whether the bag is intended for a specific occasion.
Based on this, I sketch a one-of-a-kind design created specifically for the individual consumer. In a second consultation, we refine and develop the sketch further, adding details and finalizing the design before moving into production.
Sydney Yeager
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