Ana Kraš has worn many hats throughout her career. From photographing campaigns for brands like Maryam Nassir Zadeh and Saks Potts to creating set designs for Ganni, she’s been at the center of fashion for decades. As an artist and designer, Ana has shown her textiles, drawings, and paintings at galleries internationally, and collaborated with Hay to produce her signature Bonbon pendant light. (In 2006, she published her debut photography book, Ikebana Albums, on Prestel.) Now the Serbian-born, Paris-based creative is adding founder to her impressive résumé with the launch of Teget, an objects brand she describes as “uncompromised and personal.”
Ana has spent the past few years figuring out what vessel a brand of her own—with no commercial constraints—would take shape through. She toyed with launching a furniture brand and then a fashion brand, but both felt too tied to a single dimension of her identity. Built alongside her partner Ruben Moreira, a Jacquemus model with a background in business and legal, the creative couple ultimately decided to position as an objects brand, allowing for fluidity across fashion, home, and “whatever comes in the future.”
As the culmination of her professional worlds and personal interests, Teget’s first collection, Static Noise, a nod to the visuals of a TV channel with no transmission (which Ana recalls finding “hypnotizing and beautiful” in her childhood), includes products ranging from paper lights and laminate tables to patterned sofa covers and oversized cushions. Ana’s vision was to create a series of essential objects that could make the biggest impact in a space starting with lighting, a personal favorite of hers. “You can have a mattress on the floor and a beautiful lamp that gives away a nice light and you’ll enjoy a room,” she says. “Soft and gentle light is going to change your life more than any furniture piece.”
Designed as wall sconces, the Panel Lamp blends her art practice and textile work and is available in eight colorways with playful names like Wheat Field, Icescape, and Duvet. As Ana further explains, “Growing up my parents had a photocopy shop, so paper is my favorite material on the planet and something that I like to use a lot in my work. It was a must for my brand to have paper lamps.” While these lights exist as more of an artist edition and collectible items, comparing the collection to a fashion brand’s couture line, she has plans to launch a line that “many people can afford, as more of ready-to-wear,” noting that accessibility is very important as the brand evolves.
Inspired by her late grandmother Mara’s entirely laminate kitchen, Ana’s first furniture pieces are the appropriately named Mara T side table and Mara T coffee table. While typically the material can be “associated either to something inexpensive or to midcentury-modern shapes,” she made a point to design her laminate tables from a new perspective through texture and color while still working from archetypal shapes. The result is intentional lines that allow the tables to take on a new shape from every angle.
