Good evening, fashion angels,
I woke up feeling a bit odd and out of place this morning. Rather than immediately walking over to the kitchen to brew a hot cup of coffee to jumpstart my day for working (or enjoying) a South by Southwest event, I simply stared at the ceiling – fixated and confused.
“Oh, I have classes today,” I remembered. “Get up, Jonathan, get up!”
Needless to say, it took me a while to get going. Thankfully, I found the energy to exercise for a bit, go to classes, undergo a haircut and now? I’m writing, of course!
From March 14-16, I worked as a “model” for ASOS during its three-day SXSW music lounge at the Cedar Door on 3rd Street and Brazos. I surround “model” with quotation marks because the venue lacked a runway and fashion photographers. Rather, while dressed from head to toe in ASOS brand clothing, I answered visitors’ questions about the brand while notifying them about a daily raffle. Cindy Crawford would be charmed, I’m sure.
For those of you who haven’t heard of the brand, ASOS is a UK-based online clothing retailer that ships its own label, as well as 850 others, worldwide. Offering free shipping and returns makes up for not possessing actual standing stores where customers can try clothes on before purchasing them.
Anyway, while modeling, I got to see more than 10 bands perform, including The Neighborhood and Angel Haze. Thanks to a free taco bar, my lunch consisted of warm tortillas stuffed with chicken, pork and avocado, or a vegetable medley. I also got to keep all the clothes I wore! Not bad for the gig, I’d say!
Throughout the job, I learned more about the fashion scene in Austin, or perhaps, in general. First, a “model” doesn’t have to know who Rachel Zoe, Brad Goreski or Cindy Crawford are just because they’re remotely involved in the fashion industry, which I found interesting. Second, it’s true that models sometimes get to keep the clothes they wear. It’s also true that models sometimes can’t hold intelligent conversations, or comprehend what a “1960s feminist novel” signifies. Third, a British fashion label can successfully transport its identity an ocean away, even in Texas. Bravo to ASOS, bravo to the art director and bravo to fashion.
Take a look at the following photos for an ounce of perspective of what the wall displays at the event were like:
Oh, I also learned that for some reason, bananas are a trendy print this season, at least in ASOS’s case. As Rachel Zoe would say, “BA-NANAS.”
Ciao for now,