ASH Journal

Issue #7
ASH
JOURNAL
Fall/Winter 2016
CONTENTS
ASH JOURNAL
contents
In this issue of the ASH Journal…
discovery
let it rock
happenings
trending
Hidden gems in SoPi, Paris’ hip
new neighbourhood
The must-have shoe trends this
season
page 31 to 32
page 21 to 24
Rock out in 1970s inspired
footwear
Catch up on the latest news from
ASH
page 9 to 16
page 3 to 4
moodboard
game on
rebel queens
Glam rock musicians and their
inimitable style
behind the scenes
Inspiring images from the City of
Lights
Embrace the sporty trend without
breaking a sweat
page 33
page 25 to 29
page 17 to 18
Unforgettable moments from the
ASH fall/winter 2016 advertising
campaign
page 5 to 6
lifestyle
muse
rtw highlights
Up close and personal with ASH
muse Audrey Lombard
London Calling: ASH’s latest
ready-to-wear collection
page 7 to 8
page 19 to 20
PAGE 1
DJ Ines Melia reveals her style,
travel and beauty secrets
obsession
page 30
Erika glitter booties
page 34
PAGE 2
ASH JOURNAL
HAPPENINGS
happenings
The latest updates from ASH, from our exclusive Boho capsule collection to the must-have
shoe style all the celebrities are wearing
the new boho
Music festivals such as Coachella singlehandedly revived the boho look, and it continues to be a hot trend on the
catwalks of Paris and Milan. This winter, ASH channels 1970s boho chic with an exclusive capsule collection that’s
guaranteed to rock wardrobes all year round.
Featuring rich materials and ethnic details borrowed from tribes across Slavia and Mongolia, these limited edition
styles make a statement all on their own. Highlights include the Dakota boot, which is made from vegetal leather in an
earthy colour palette. Part vintage, part modern, it stands out thanks to a chunky platform heel, making it the perfect
partner to fall’s cropped flare jeans.
Trendsetters will also love the Jenny, a Western-style cowboy bootie in suede, which is decorated with floral and butterfly
embroideries. Cowgirls have never looked so chic.
Kendall Jenner wearing ASH’s HIT sneakers
Gigi Hadid steps out in the CULT sneakers
No, you aren’t experiencing a 1980s flashback. Sneakers are still going strong and continue to be the shoe wear choice
for street style stars and fashionistas. Part sporty, part urban, this city essential is universally flattering which is probably
why it’s been spotted countless of times on style stars like Kendall Jenner and Gigi Hadid. The BFFs were recently
snapped wearing ASH sneakers - Gigi in an all white style matched with a cropped top and wide legged pants, while
Kendall went for woven pair in a chic palette of black and white.
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ASH JOURNAL
BEHIND THE SCENES
ASH’s latest fall/winter campaign leads us on an inspiring journey
to the most unexpected of places
Each season the ASH team scours the globe for a cool and
undiscovered destination that will provide the perfect backdrop
for its latest advertising campaign. For fall/winter 2016, all paths
lead to the vibrant and carefree neighborhood of SoPi, otherwise
known as South Pigalle, home to a melting pot of cultures and a
burgeoning creative community (Ed’s Note: Learn more about SoPi’s
hidden gems in our Discovery Section on Page 31-32).
Leading us on this journey is a team of daring ASH girls including
Mariera Peillard, Ali Menyhert and Johanna Feldmeier, who embrace
the spirit of smart and visionary millenials: Freedom to create, to
start from nothing and go beyond their expectations. It is through
their eyes that we uncover a new world and the carefree spirit of
the next generation.
behind the
scenes
To capture these moments, ASH enlisted the talents of emerging
American photographer Sean Thomas, whose final images embody
the brand’s ideals of adventure, French glamour and exceptional
craftsmanship.
Watch the story unfold as we reveal our favorite behind-the-scene
moments. Don’t forget to check out our behind-the-scenes video
on www.ash.com and our Facebook page.
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ASH JOURNAL
MUSE
all about audrey
Style enthusiast and veterinarian Audrey Lombard has made headlines since she started
her blog in 2006. She talks to ASH Journal exclusively about her rise to fame, personal
struggles and the importance of balance
Why did you decide to embark on a career in fashion?
I wouldn’t say I have a career in fashion because I’ve always been in the
veterinary world. We often talk about the “girl-next-door” but I am a
real life one. I live a normal life and have a professional career, but I can
still express my love for clothes and looking good through social media.
The most exciting part of what I do is being able to improvise and adapt
what fashion designers and brands offer and showcase them to the world.
How did your blog Sushi Pedro come about?
None of my friends or family members were as addicted to fashion as I
was. I met some sellers on eBay who were part of the website Aufeminin.
com. I created an account and started an album of pictures [of myself].
The blog was a natural evolution of this. The main purpose behind it was
to share my love of fashion with others and stop annoying my husband!
Honestly I am not that much different to other bloggers but what keeps
me real is the fact that I am still very much involved in my professional
life as a veterinarian.
Why did you decide to take a hiatus after six years of successful
blogging?
Initially the blog was a means through which I could share my love for
clothes, but then it became a distraction from important things like trying
to have a baby. I wasn’t very focused and I realised that there was this
disconnect between the happy me on the blog and the real person, who
was experiencing difficulties like everyone else. It came to the point
when it was all consuming and I ended up having a miscarriage. That
was the day I stopped blogging.
Despite this, you decided to return to the fashion world in 2012.
Why?
I never really stopped. After the blog I created a Tumblr account that I
quickly shut down because it was too similar to a blog. It was only when
I got a new phone and opened an instagram account that I started up
again. It was natural and unplanned. With instagram I kept the style of
the pictures I used to post on my blog, but also added more detailed shots.
How much has the fashion industry changed over the years?
I don’t consider myself part of the fashion industry as I have always seen
things through my followers eyes. Because of a lack of time, I never go
to fashion shows or meet a lot of people. I think the fact that I keep my
distance from that world has made me different to other bloggers out there.
These days there is a lot of backlash against social media stars and
influencers – how do you feel about this?
I think it’s completely excessive. When I took a break, I understood many
things. Being a blogger is a real job that is complicated. It’s almost impossible
to have a break for a couple of days without being forgotten. But apart from
that, when you look at something like Snapchat you cannot deny that [bloggers]
live a way of life that is the complete opposite of most people, from the travel
to the free gifts. This way of life has always existed in the press but now it’s
something to show off. Most bloggers only display this glamorous side of
their jobs and give the impression that they earn money by receiving gifts
and never have problems. In the current economic environment it might not
be well received by some people and honestly a lot of it is over embellished.
What are you most passionate about?
To be honest, I don’t know. I know what I love, I know what I hate but I don’t
think I have a very clear passion. However, I am passionate about turning
something average into something beautiful. That is why I love editing pictures
to make them more pleasing to the eye.
Who are the people that inspire you?
My husband is the one who gives me the strength and my children are important
drivers in my life and inspire me to continue doing my fashion projects and
my veterinary work. I am also inspired by entrepreneurs who make it by
themselves and who are still able to keep their family together. In the social
media world, I love Sincerely Jules from Mexico. She came from nowhere
and built a little empire with a simple style that is accessible to everyone.
The fashion world is constantly changing – how do you make sure you
stay relevant?
Each period moves with the time – it’s natural that changes will come. Rather
than be nostalgic about the past we should try to adapt to the evolutions and
move in the right direction.
What legacy do you want to leave behind?
I want to be a good role model for my children and show them that what
happens in life depends on who we are and what we do. We have to build
our own future. In the fashion world I hope that I can show that simplicity
is a strength and that embracing who we are is the most important thing.
All images courtesy of Audrey Lombard’s
instagram @audreylombard
What is your advice to aspiring social media stars out there?
Be yourself, embrace your flaws and keep your own style.
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let it rock
your dark side with leather, skinny tailoring and vertiginous heels
This season’s rock chicks come armed with plenty of attitude and style. Bring out
ASH JOURNAL
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STYLE
Mineral trench coat
Volcano leather jacket
Wonder Toscano laceup shoes in antic gold
Parkour cropped skinny pants
ASH JOURNAL
STYLE
Gipsy fringed boots in Todi Black Vital tailored jacket
Pistol pants
Boom velvet sandals in Samana Plum
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ASH JOURNAL
STYLE
America black jumpsuit
Boom Tabor platform sandals in gold black ASH JOURNAL
STYLE
Milk shearling coat
Memory jacket with gold buttons and piping
June miniskirt
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Erika glitter booties in Galaxi Midnight CULTURE
ASH JOURNAL
rebel queens
The glam rock movement of 1960s and 1970s may have been dominated by males like
David Bowie, but its female musicians continue to inspire contemporary fashion with their
inimitable style
Debbie Harry of Blondie at Blanford Studios in Marylebone,
Singer-songwriter Suzi Quatro posing with a stuffed leopard,
London on 8th March 1978
9th August 1973
At the end of the 1960s, the music scene was ripe for a cultural revolution. As the world was moving away from the freespirited, peace-loving hippy era, people were craving fun again. Glam rock was both an extension and reaction against
the English psychedelic and art rock scenes of the late 1960s. Musically the genre was diverse, varying between simple
rock ‘n’ roll revivalism and heavy metal. But above all else, it was just as much about fashion as it was about music.
“Glam rock was just as much about
fashion as it was about music”
The movement first started taking hold in England led by T.Rex, a band fronted by Marc Bolan, the so-called founder
of glam rock. Others followed such as Lou Reed, Gary Glitter, Roxy Music and David Bowie, who re-emerged with his
flamboyant and androgynous alter-ego Ziggy Stardust. It wasn’t just a sound that connected the musicians but also a
style, identified by feminine clothes, flamboyant hair and gender-bending makeup.
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Initially men dominated the scene, but that didn’t last long. In 1973, Detroit
based rocker Suzi Quatro appeared after being discovered in a band she
played in with her sisters. She was the first female bass player to become
a major rock star, breaking barriers not only within the genre but with her
appearance. Her face was more girl-next-door but her clothes channelled
her inner bad girl. She always wore trousers, often taking to the stage clad
in a skin-tight leather jumpsuit while playing the guitar raunchily.
It was cool and nonchalant and quickly catapulted her to style star status.
Even today she inspires designers such as Ann Demulemeester.
Over in downtown New York, in debaucherous clubs like Club 82 and
Max’s Kansas City, another style icon was taking shape. A stalwart on the
underground scene, New Jersey native Patti Smith started out as a performer
reading poetry before acts such as the New York Dolls, and later became a
singer/songwriter.
The most rebellious fashion icons of the decade however were the The
Runaways, a teenage girl group inspired by Quatro. These rock rebels were
led by Joan Jett and Lita Ford, both of whom went on to have successful
solo careers. Each of The Runaways had their own signature style, which
was a mashup of boyish punk, glam rock and 1970s suburban teen.
Around the same time another singer, Debbie Harry, was on the cusp
of fame after forming her band Blondie in 1974. Her tough attitude was
matched with a fearless style that included thrift store finds, men’s suit
jackets, bikerleathers and glamorous catsuits.
Poet and singer Patti Smith poses for a portrait on May 4, 1971 on a balcony
at the Chelsea Hotel in New York City, New York.
Talent aside, she stood out thanks to her androgynous style which consisted
of cigarette pants, white T-shirt and leather jacket – a look that has become
a stylish uniform for women even today.
Her most iconic fashion moment came when her album Horses was released.
On the cover she was photographed wearing an unbuttoned white shirt, a
black jacket tossed over one shoulder and a black ribbon looped around her
neck like an undone tie.
PAGE 18
For them clothing was a symbol of empowerment and freedom, as they
experimented with various looks from mullets, vintage tees and denim
flares to satin shorts, leather pants, catsuits and Ziggy Stardust makeup
inspired by Bowie.
If the glam rock era has taught us anything about style, it’s about marching
to the beat of your own drum.
ASH JOURNAL
R TW HIGHLIGHTS
london
calling
America jumpsuit and Boom platforms
London is home to fashion’s finest – the Punk movement, designers like Alexander
McQueen and of course the ultimate style icon, Kate Moss. Today the city is buzzing
thanks to its cool mix of art, design and culture, making it the perfect inspiration
for ASH’s ready-to-wear this season.
Vital jacket,
The fall/winter collection, which channels the style of Brit icons such as Alexa
Chung and Cara Delevingne is an eclectic wardrobe made of a subtle mix of careless
rock spirit, a touch of eccentricity and a boho state of mind. The pieces are cool yet
casual and invite the wearer to experiment making them perfect for the free-spirited,
independent woman who breaks all the fashion rules.
Closeout shirt,
Pistol pants and
Majestic sneakers
As it’s fall, cover-ups are mandatory and there is plenty on offer from a sophisticated
military jacket with gold piping to the rock ‘n’ roll leather perfecto, popularised by
the likes of Miss Chung and her crew. When the temperatures drop, keep warm in
the 1970s inspired shearling vest or masculine oversized jacket. The quilted coat was
a big trend on the Parisian runways and ASH offers a cape style with asymmetrical
hems for an avant garde look.
Urban separates are updated with quirky, fashion forward details. A sporty grey
hoodie is reinvented in lace for a sophisticated look while a Victorian-style shirt
and jeans with braided trims could easily have been unearthed at one of London’s
popular vintage markets.
When night falls, the ASH girl brings her A-game. Who needs a boring black cocktail
dress when you can party in a glam leopard print style with a cleavage-baring neckline?
Take cues from Kate Moss and slip on a sexy black vinyl miniskirt and matching
trench. Complete the look with the collection’s hero piece - a plum Mongolian faux
fur coat that looks just as good as the real deal.
Milk coat, Town t-shirt and Wonder shoes
Mineral coat, Jimmy skirt and Xenos shoes
Memory jacket and Bird boots
Reflexion dress
Cavalier shirt,
Viola jacket,
Gemini sweater,
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Power pants
and Kate boots
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ASH JOURNAL
ASH Fall/Winter Editor’s Picks
TREND REPORT
Flora Tabor Gold Black
glam rock
trending
Music and fashion collide as glam rock circa 1970s and 1980s makes a
comeback – think chunky heels, sky high platforms, leopard print and
lashings of glitter. Take a walk on the wild side.
Soho Nappa Black
Wing Calf Black
Xenos Bis London Black
Winona Parma Soft Black
Erika Galaxi Midnight
man up
Girls continue to dip into the world of menswear as mannish styles such
as loafers, Brogues and Derbys are still going strong. Balance the look
with feminine details like studs and mirrored leathers.
Boom Samana Black
Wonder Toscano Antic Gold
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Bazar Baby Calf Black
TREND REPORT
ASH JOURNAL
Miko Shearling Alaska Black
winter warmers
Shoes are getting warm and fuzzy as temperatures drop. Must-have styles
such as slides and booties come with fur or shearling linings while details
such as faux fur pom-poms are festive and stylish.
Guepard Softy Seta
Magma Fluo Mucti
Guepard Galaxy Midnight
Jessi Zefiro Earth
Bobbi Nappa Calf Black
Monk Shearling Camo
fashion army
Whether it’s for style or function, the camouflage trend still reigns
supreme. Choose rugged styles such as a heavy duty lace-up boot and a
military inspired palette of camel , khaki and other neutrals.
Jade Baby Soft Russet
Gipsy Todi Black
Gipsy Baby Soft Russet
Bird Baby Calf Russet
Mongolia Baby Silk Black
Match Black Army
Marathon Midnight Grey
ashleisure
bohemian rhapsody
Cross the fashion finish line with sneakers updated in new materials,
technical fabrics and bold colour combinations. Also coming in first
place is the slip-on with sporty details.
This season’s boho chic trend is less 1970s and more Kate Moss at
Coachella. Booties, clogs and knee-high boots are essential and come
decorated with floral embroideries and fringing for a free-spirited bohobabe style.
Tilda Brasil Black Bang
Miko Straight Flanelle
Jessica Sumana Plum
Bird Baby Calf Black
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STYLE
game on
with modern mesh, technical fabrics and bold colours
Look stylish without breaking a sweat in sneakers updated
ASH JOURNAL
Verity bomber jacket
Origin miniskirt
Magma sneakers in Fluo Mucti Crop top, model’s own
Quality leather culottes
Magma sneakers in Python Black
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ASH JOURNAL
STYLE
Grey top, model’s own
Mood sneakers in Puff Black ASH JOURNAL
LIFESTYLE
dj inès mélia
Resident DJ at Paris hotspots Silencio and Les Bains, Inès Mélia, reveals her style, travel
and beauty secrets
ines’ top 10 playlist
1. Old Skool (Fatima Yamaha Remix)
by Metronomy
2. Love Soup by Bon Voyage Organisation
3. Firecracker (Radio Edit)
by Todd Terje & The Olsens
4. Love Tempo (Fac 79 Remix)
by QuandoQuango
5. Le Troublant Acid by KZA
6. ‘Cause I’m A Man by Tame Impala
7. Sur Une Chanson En Français
(Superpitcher Remix) by Paradis
8. Bus Ride by Kaytranada feat. Karriem
Riggins & River Tiber
9. Secrets & Lies by Fort Rome
10. Quite Like by Her
Photograph courtesy of Adeline Mai
What three items do you always travel with?
Avène sun cream, Céline sunglasses and my Kindle.
are perfect for me because they are very glam rock
and I almost exclusively wear boots!
What are your top beauty essentials?
Organic Argan oil from Morocco that my father
produces at Le Val D’Argan; Kiehl’s Avocado
Cream that I put on every night; and Dior lipstick.
Who is your muse?
Agnes b. for her generosity.
What’s your style philosophy?
Minimal, comfortable and indemodable (always
classic).
What is your most treasured possession?
A vintage ring from my grandmother - I like its
simplicity.
What ASH shoe styles are you lusting after
this fall?
I love the Boom sandals in plum - they remind me
of the film Blue Velvet. The Erika in leopard print
What inspires you?
As I studied art, I learnt that everything can be
inspiring.
Where do you go to escape?
The South of France to Chateauneuf-du-Pape,
where I grew up.
Where’s next on your travel list?
Bali then Korea.
What do you always buy on holiday?
Hats and magnets from the city I visited to put
on my fridge.
Money quilted jacket Leotard and socks, model’s own
Olympic sneakers in white
PAGE 30
What are your top tips for exploring a new
city?
As a DJ, I have the chance to be welcomed by local
people who know the best spots. My advise would
be - hang out with the locals!
When are you the happiest?
When I am with my friends hanging out in Paris or
when I produce my music with my band, Situation
X.
What is your definition of luxury?
Not mine but [artist] Bertrand Lavier once said,
“L’espace, c’est le luxe absolu” (Space is the
absolute luxury).
Name three things you want to do before you
die.
Pass my driving licence, have a studio to paint and
learn how to create cocktails!
DISCOVERY
ASH JOURNAL
discovery
ASH opens its little black book to reveal the latest hot spots and secret hideouts in SoPi, Paris’ coolest
new neighbourhood
Buvette
28 Rue Henry Monnier, 75009 Paris
tel: +33 1 44 63 41 71;
http://paris.ilovebuvette.com
This popular bistro is actually owned by an
American (there’s a sister outpost in New
York) but the food here is strictly Parisian.
All the ingredients are sourced from local
suppliers and the menu boasts a wide range
of meats, vegetables and tartines (French style
sandwiches).
Pigalle Country Club
59 Rue Jean-Baptiste Pigalle, 75009 Paris
tel: +33 1 42 81 49 18; http://
pigallecountryclub.com
In its former incarnation Pigalle Country Club
was a hostess bar, which explains its opulent red
and black interiors. The cocktails are lethal and
have quirky names such as Johnny Thunders
and Debbie Harry. People however come for the
music as the DJ spins tunes from the owners’
mini record label.
Chez Bouboule
0 Avenue Trudaine, 75009 Paris
tel: +33 1 53 16 25 87; www.chezbouboule.fr
Fancy a game of Pentaque with your wine? Chez
Bouboule gives a new meaning to the term
drinking game by allowing patrons to indulge
in this French national sport while sipping on a
cocktail or two.
Juice Lab
83 Rue des Martyrs, 75018 Paris
tel : +33 9 51 09 23 29; www.juicelab.com
Hotel Grand Pigalle
29 Rue Victor Masse, 75009 Paris
tel: +33 1 85 73 12 00; www.grandpigalle.com
This cool boutique hotel pioneers the concept
of “bed and beverage,” and offers stylish digs
with cocktail-inspired details including mini
bars stocked with craft beers, Cognac-scented
toiletries in the bathrooms and a happening bar
scene.
Glass
7 Rue Frochart, 75009 Paris
tel: +33 9 80 72 98 83
Juice bars are scarce in Paris, so health freaks
line up in droves at Juice Lab which offers up
to nine different blends of cold-pressed fruit
and vegetable juices, shots and smoothies (the
King Kale is a bestseller). Cleanses are also
available.
Le Sept Cinq
54 rue Notre Dame de Lorette, 75009 Paris
tel : +33 9 83 55 05 95 ; www.sept-cinq.com
This hip fashion boutique/concept store
showcases the work of Parisian designers
and artisans. Everything is beautifully crafted
and offerings include clothing, accessories
and handmade stationary. Once you’re done
shopping, don’t forget to grab a coffee at their
in-house cafe.
Don’t let Glass’ unorthodox location (it’s next
to a sex shop) deter you. The American themed
bar is popular with locals and offers up some
good, old fashioned, clean fun that includes
dancing on tables. It’s known for its speciality
beers and has the best hot dogs in town.
Causses
55 Rue Notre Dame de Lorette, 75009 Paris
tel: +33 1 53 16 10 10; www.causses.org
Gourmands love this trendy grocery store
stocked full of fresh produce, breads, oils,
cheeses, wines and anything else you can
imagine. There’s also a small café next door
so you can sample some of the fresh dishes
prepared daily.
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ASH JOURNAL
OBSESSION
moodboard
disco divas
The true beauty of Paris can be found in the most unexpected places.
Get ready to be inspired
Photographs courtesy of Michael Hemy
Cafe culture, Rue St Honore
Gentlemen with style, Palais Royale
Nostalgia, St Paul
A quiet moment, Rue St Honore
A lazy day out, River Seine
Vibrant colours at the market, South Pigalle
What woman isn’t partial to a bit of sparkle in their wardrobes? Shimmy into fall in a pair of the Erika ankle boots
in glittery midnight black leather. Its retro silhouette may bring to mind the heady days of Studio 54, but these boots
are made for more than just dancing. Match them with a pair of jeans for a playful look or go mod with a shift dress.
Remember, it’s all about making a statement - feet first!
All you need is love, Rue du Bac
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