NYD’s exclusive Interview with Scala
Posted on March 18 2012
NYD: Can you tell us a little bit about Scala and the new Ashley Lauren collection?
SCALA: SCALA by ASHLEY lauren is designed with special attention to every last detail, to accentuate and caress every curve and contour of a woman’s body. Using the latest in materials for superior construction, we pride ourselves in providing our customers the look and feel that brings out the very essence of their beauty.
NYD: What made you want to start designing?
SCALA: It was never easy for me to find a dress that was classic and sexy at the same time. Also, I love bling, so to find all three qualities in one dress was even more difficult. That is why I created the line!
NYD: Where do you find inspiration for your design aesthetic?
SCALA: I wanted to create a line that is young, beautiful and playful, yet still affordable. This collection is about creating a sensuous experience and distinctive look and fit that bring a higher level of poise and confidence to a woman, wherever she wears it. We love soft, sexy ruffles and dresses that complement a woman’s curves, and of course we love the bling!
NYD: What are some of your favorite pieces from your new collection?
SCALA: I am loving SA1043. I recently wore it to a fashion event and received so many compliments. SA4004 is sure to get you photographed and SA4007 is great to have in your closet because of its versatility!
NYD: What do you think women look for in an evening dress?
SCALA: Well, for me it is about fit and construction. I like it when the dress stays up. A good corset is essential for that, so I put extra attention into the construction of the garment and the details of the built-in inner corset. My goal was to give my customer a couture fit and look at an affordable price.
NYD: You mentioned that you travel a lot, do you think that traveling affects your view of your customer?
SCALA: Thanks to my travels, I have come to understand how important it is to have clothing that is universal and can be worn more than once. It is fun to be trendy, but it is smart to be classic. SCALA by ASHLEYlauren fits into any culture and can be worn by any age.
NYD: What trends are you embracing this season?
SCALA: For me it wasn’t about the trend so much as it was about making a dress that makes a woman feel like she can take the world on when she’s wearing it. We used lots of sequins and beading, which is trendy now, but we used them with classic silhouettes so these dresses can be worn beyond “this season”.
NYD: Can you give us the insider’s dish about any up-and-coming collections? (Silhouettes, embellishments, fabrics, colors, etc.)
SCALA: We have been working on the new collection…I will stay true to making dresses that make a woman feel like she can take on the world. But that is all I am saying now!