The designs are just created like that, it’s the fabric that inspires me. I have ideas and when I see and touch the fabrics, I just think that this dress would be perfect with this or this fabric. I also often work with pieces that are 90% timeless and it’s important. My daughter is 20 years old and when she comes back on holiday, she wears AS’FALL’s clothes and I think it’s cool because it means that it’s not has-been. When girls have parties, they ask me. A lot of girls come to AS’FALL for their graduation dresses. It’s timeless and speaks to many generations from my daughter’s age to 70. In fact, my oldest customer is 74. The designs come to me as I go along. I always do capsule collections between 5 and 10 designs each time I have a very clear idea of what I’m going to release. The collection I just released today has 10 designs and in small quantities. When I see that a certain piece has sold well, I do it again but I always change something: either the fabric or the details.
To say, at the moment I think I have 200/300m of fabric and I honestly don’t know what to do with it. I liked them, they were delivered to me and now I don’t know what to do with it. But I’m sure one day I’ll wake up and I’ll know what to do. It’s a feeling, a spontaneous inspiration. Our team is made up of 5 people now and we pay attention and listen a lot to our clients so we take the good and bad feedback. From there I create my designs with their feedbacks in mind.