Discover: ANCHUVA
- Written byGiada Maestra
- Published date 04 February 2026
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We caught up with alumna Samiha Sherra to discuss how her experience at the two colleges has shaped who she is today. She studied a Foundation course at Camberwell College of Arts and a BA (Hons) in Cordwainers Fashion Bags and Accessories at London College of Fashion, and is the founder of luxury leather bag brand ANCHUVA.
You studied at both Camberwell College of Arts (CCW) and London College of Fashion (LCF), graduating in 2021. Would you like to tell us more about your time at college?
How did these two different experiences influence your work, creative practice, or way of thinking?
I completed my Foundation Year at Camberwell College of Arts (CCW), which was a truly transformative experience. It came at a time of major change in my life, as I had just moved from Cairo to London - a big step both personally and creatively. That year helped me transition smoothly, meet incredible friends whom I’m still very close to, and discover design from a completely new perspective. It really strengthened my skills and guided me toward the path I wanted to specialise in.
Moving on to London College of Fashion (LCF), where I studied "Cordwainers Bags and Accessories Product Design", the shift was even more significant. My time there shaped who I am today. I developed practical and technical abilities, design skills, a sustainable mindset, and a strong understanding of the fashion business. I also honed my illustration and pattern-making skills, which continue to influence my work. Some of the most meaningful moments at LCF were the industry projects with ZARA, Bottletop, and Bethany Williams. Each project pushed me to excel in different ways and showed me how my ideas could come to life in the real fashion world, especially through sustainable approaches.
Above all, bringing my identity and Egyptian roots into my work became one of my strongest assets, something that continues to inspire my design process today.
What did you learn during your studies?
During my studies at "Cordwainers in Fashion Bags and Accessories", I gained a solid foundation in practical, technical, and digital skills. We began with the fundamentals: pattern making, stitching, understanding materials, and learning how to construct a bag from start to finish. I learned how to skive edges, stitch with precision, and work confidently with the tools and machinery used in bag-making, which gave me a deep appreciation for craftsmanship. I also developed essential technical design skills such as range planning, illustration, and creating detailed tech packs, skills that remain central to my work today and are key to turning ideas into fully producible pieces. Most importantly, my time at Cordwainers taught me how to design with intention. I learned how to take inspiration from something meaningful and transform it into a story or a concept that guides the design. Sketching and working through my sketchbooks played a huge role in this process, allowing me to translate my imagination onto paper and bring my ideas to life in a tangible, visual way. I’m especially grateful for the technicians who supported us throughout the program, particularly Pui and Tracey. Their guidance, expertise, and encouragement shaped my skills and played a major part in who I am as a designer today.
What were your first steps after graduating?
After graduating, things were quite challenging because I finished my degree during COVID, and opportunities were minimal. It took some time before I could find stable work.
I started with freelancing and internships at marketing agencies, then continued doing fashion tech pack freelancing, which helped me stay connected to design.
Later, I joined a Haute Couture house where I worked for almost a year, and afterward, I moved to a womenswear brand that taught me so much about how to manage and run a business from the inside. Each step gave me new skills, confidence, and clarity.
Eventually, I reached a point where I felt ready to start building the brand I had always dreamed of, a goal I knew I would achieve at some point in my life. These experiences, even the challenging ones, prepared me for that moment.
Since graduating from UAL, you’ve launched your own brand, ANCHUVA. Would you like to tell us more about it?
Launching ANCHUVA was something I always carried with me, but for a long time I wasn’t confident enough to start. I kept delaying it until I finally reached a moment where I felt ready, and I told myself I had nothing to lose by giving it a real chance. I wanted to build something that truly reflects who I am and where I come from. ANCHUVA is a leather bags and accessories brand rooted deeply in identity, culture, and heritage. The name itself carries personal meaning. My family name, Sherra, translates to “small fish”, and my family is originally from Alexandria, a Mediterranean coastal city in Egypt where I spent most of my life visiting. The anchovy felt like the perfect symbol for the brand. I blended the Arabic word “Anshuga” with the English word “anchovy,” and from that fusion came the name ANCHUVA. Everything about the brand, its designs, storytelling, campaigns, and visual identity, is influenced by my roots. My goal is to bring a sense of culture and authenticity into every piece, creating products that carry a story and a connection to where I come from.
What has been the greatest challenge in setting up your own business?
The greatest challenge in building my brand has been sustaining it as an ongoing journey. It’s not just about creating one collection, it requires continuous effort, creativity, and dedication to keep moving forward. Another major challenge has been sourcing the highest quality materials to bring my vision to life. Finding the perfect leathers, hardware, and finishes takes time and persistence, but it’s crucial for achieving the level of craftsmanship and detail I want in every ANCHUVA piece.
What’s next for ANCHUVA?
Honestly, I want to continue creating more designs that tell the story of my heritage and identity. I truly enjoy every part of the process, from content creation and photography, to designing and production. I like to take my time with each step, as this reflects an ethical approach to craftsmanship and allows me to showcase the skill of Egyptian artisans in every product. Looking ahead, my goal is to expand ANCHUVA internationally, but I’m waiting for the right moment to do it thoughtfully. I want to continue drawing inspiration from my identity and roots, ensuring that every new piece stays true to the brand’s story and values.
