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This Sunday in the Park editorial from W September 2009.

The concept behind our lookbook is a 1940’s young glamorous housewife who is stuck at home and tries to cure her boredom by wandering around the cookie cutter suburban town she resides in. She hides her inner depression with pills and alcohol which is shown in subtle props such as a flask or a bottle of pills in the shot. Although she looks glamorous and impeccably put-together, if you look closely, you’ll see the disturbing signs of a troubled young woman.

For the clothing palette, we would like to showcase spring prints and soft tones. The idea behind the hair and makeup will be a classic 1940’s look with the pin curls and flushed lips, with subtle changes according to each look.

We want to use exterior locations, such as a house in La Canada Flintridge, residential streets and public parks.


suburban street copy

In post-production, our photos will be low saturation with soft filtering.

Our photographer is confirmed. For the model and makeup/hairstylist we are waiting for confirmation.

For clothing and accessories, we are planning to pull from selected showrooms, specialty stores, styling connections, our own wardrobe and if needed, thrift stores.


Danny and I have teamed up to create CONCRETE REVIVAL, a fashion blog focusing on the young trendsetters of the Downtown Arts District and Little Tokyo.

More details to come!



ASOS is a UK online retailer that offers many different brands including their own private label collection. This collection is affordable and trendy while offering a distinct European style, therefore a space for the private label line could boost sales and brand recognition. The concept behind the brick and mortar store for the ASOS Collection is a futuristic and clean look inspired by the movie Tron (2010) and the UK retailer Topshop.
The interior of the store has very simplistic materials, such as chrome fixtures and a lucite table for merchandise. There is juxtaposition between geometric lines of the platforms and the fluidity of the curved fixtures for hanging the merchandise. The floor of the store is meant to glow from lights underneath in order to create a futuristic feel. In addition, there is a modern resting couch and three floor-to -ceiling fixtures which lessens the negative space in the middle of the room and creates an illusion of floating clothes.
Although the design of the ASOS store is very modern and minimalistic, the merchandise features a mix of menswear inspired blazers to neon neoprene bodycon skirts. The clothing offered by ASOS collection is unpredictable and on every fashion magazine’s most wanted list, catering to the trendiest style setters.



Brick and mortar store inspiration


The concept behind my rebranding of the ASOS company’s private label ASOS Collection, was to incorporate a fresh, elevated and fashion forward feel to the logo, similar to other UK retailers such as Zara and Topshop. I used a futuristic font with almost a triangular play button in the “o” to represent that this line is ahead of the trends and a fashion leader. For the tag I decided to make the text “Collection” a lime green color because it contributed to the sci-fi feel of the logo. In addition, green represents “go” so I wanted to go off of that and change the shade to a more chartreuse shade. In the future, with different exclusive collections, I plan for the the text to be changed into different colors. It is a simple change that differentiates and is clean and neat. I kept the original slogan, “Discover fashion online” because I wanted to remain true to the company’s core goal of being the top online fashion retailer. I think that the US market would respond successfully to the rebranding of the ASOS collection through increasing brand recognition, especially since the demand for affordable European style has been high as shown through the success of H&M, Topshop, and Zara.