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Linda Asaf is five feet, 2 inches of smoldering energy with firecracker smarts. A size 2, her exotic looks (she’s Mexican and Chinese), huge, girl-next-door smile and hourglass, delicate frame belie a self-possessed, female powerhouse. Her simmering, sparkling creativity combined with her straight-on, shrewd business savvy (politely) demand respect. Incidentally, Asaf seems to pull all of this off effortlessly.
The women’s fashion designer has rubbed elbows with everyone from Betsey Johnson (whom she says is an inspiration and a “hoot”) to Vera Wang, yet she’s about as down-to-earth and accessible as your kid sister, only somewhat more glamorous, since you’ll generally find her wearing four-inch heels when she’s not sailing in a regatta on someone’s catamaran or swinging on a tire swing on a faraway island.
“I came by this business out of an insatiable need to express my creative side. I’d been working in marketing, making great money, and working long hours for large corporations managing huge accounts,” says Asaf. “I needed something else. Living in New York helped inspire my creative side. Fashion design fulfills my need to create.” Asaf’s mother, whom she calls “breathtakingly beautiful and stylish,” did not sew. However, she was also a practical person, so she saw to it that her daughters (Asaf has one sister and two brothers, though one of her brothers is now deceased) learned how. Little did she know she was laying the groundwork for her youngest daughter to become a fashionista, and later, a fashion designer and icon in the making.
Friends Know
In her mid-40s, Asaf looks to be barely 30, with rock star energy to match. Her best friend, Kerry Beck Konstantin, lives in New York City and went to Columbia Business School for a graduate degree in finance and marketing with Asaf. Konstantin describes her friend’s indefatigable nature best: “Linda and I met during final exams our first semester at Columbia, 20 years ago. In the first semester core curriculum, there are equal parts foundation, boot camp and a weeding-out process. By the end of the week’s classes on Thursday evenings, most people are exhausted, and only steps away from flatlining. During exams, it was a sea of unshaven faces and rumpled sweatpants. But not Linda; we met at a Thursday evening happy hour while primping in the ladies room, admiring each other’s lipstick and shoes. Linda and I were among the few who managed to find time for serious grooming and fashion, despite our intense schedules.” Perhaps that small, insignificant moment also lends insight into Asaf’s drive to get out of marketing the Fortune 500 businesses of others (which she did diligently for over 15 years) and into creating and marketing a successful business of her own, known as Linda Asaf Designs.
Linda Asaf Boutique
Her boutique and studio, which she opened in 2007, is aptly located on Austin’s iconic Sixth Street. “All the traffic that comes by this studio every day helps to generate interest in my work,” says Asaf, whose infrequent outdoor fashion events have been known to cause traffic jams on the busy thoroughfare. “I have lots of ideas about how I’d like to change this space to better utilize the great storefront possibilities,” Asaf reflects out loud, “and it won’t even cost more than a thousand dollars. I just have to convince my landlord!” One gets the feeling that somehow, she’ll get exactly what she wants, and then some. Asaf is known for her persuasive powers, a trait any successful entrepreneur needs to possess and keep honed. Friends Know
In her mid-40s, Asaf looks to be barely 30, with rock star energy to match. Her best friend, Kerry Beck Konstantin, lives in New York City and went to Columbia Business School for a graduate degree in finance and marketing with Asaf. Konstantin describes her friend’s indefatigable nature best: “Linda and I met during final exams our first semester at Columbia, 20 years ago. In the first semester core curriculum, there are equal parts foundation, boot camp and a weeding-out process. By the end of the week’s classes on Thursday evenings, most people are exhausted, and only steps away from flatlining. During exams, it was a sea of unshaven faces and rumpled sweatpants. But not Linda; we met at a Thursday evening happy hour while primping in the ladies room, admiring each other’s lipstick and shoes. Linda and I were among the few who managed to find time for serious grooming and fashion, despite our intense schedules.” Perhaps that small, insignificant moment also lends insight into Asaf’s drive to get out of marketing the Fortune 500 businesses of others (which she did diligently for over 15 years) and into creating and marketing a successful business of her own, known as Linda Asaf Designs.
Asaf’s Beginnings
Asaf began her business in New York after working with famous bridal gown designer Josephine Sasso (where she grew sales for Sasso Creations by 160%) selling Asaf designs and the threads along with them to large stores like Nordstrom, Neiman Marcus and Lord & Taylor, and to various boutiques across the U.S. When all was said and done, Asaf had her clothes hanging on racks in 22 states, working with major showrooms in Dallas, Atlanta and New York City. It took a lot of legwork to get there, selling herself and her designs out of trunks, door to door. And then, as often happens when dreams are realized, she wasn’t terribly happy. “It was crazy,” she says. “From start to finish, the amount of time, cash output and labor it takes to put together lines for that many places was all-consuming. Truly, it’s one model, and one way to approach this business – and don’t get me wrong, plenty of designers are successful under that model – but eventually, though I found it successful financially, it wasn’t how I wanted to live my life anymore.”
So Asaf moved to Austin (an A&M industrial engineering undergrad, Asaf came to UT for summer school) to be closer to her family in Corpus Christi, and left behind the New York madness that was wearing on her. She elaborates: “I always loved Austin as a girl. It’s been a good town to me and, so far, great for my business,” which she now runs on a vertical model. “I love doing business this way. I’m able to work with my clients one on one and really get to know them and what they like. And I have time now to have a more balanced life. I’d like to continue to expand on this custom clothier, boutique model, perhaps by launching another store in Houston, where I already have lots of clients, but also by finding a way to start an internet business. It’s hard to sell custom designs on the internet, though,” Asaf realizes with a half-serious laugh, and it’s doubtful that hesitation will stop her from trying. “I know instinctually that I’m at a point where I need to take the next big step.” She’s just not positive yet about what that ‘next step’ should entail, but she is positive she’ll soon take it.
Her friend Barbara Kelso, the owner of the now closed Anne Kelso Salon & CitySpa, which was in business in Austin for over 20 years, is entertaining thoughts of joining forces with Asaf, and is one of Asaf’s best clients. “If I need something unique for an event, I go to Linda. Her clothes are so elegant, yet I can wear them almost anywhere. Her fabrics and colors have a sensuality not often found in fashion today. I want my clothes to be well fitted. So I come to Linda.” Asaf’s designs sell beginning at $275, so for custom-designed clothes made with the exquisite fabrics she carefully chooses to work with, fashion aficionados and pedestrian fashion mavens alike can look and feel fabulous without breaking the bank. Even her one-of-a-kind, stunning bridal gowns begin at only $1500, depending on fabrics, etc. She often uses laces and fabric from Europe, and she’s inspired by her frequent travels. She learned to work with lace while in New York sharing factories with high-profile designers Vera Wang and Bill Blass. “I learned a lot of couture techniques by watching and sitting alongside the people actually creating the designs,” remembers Asaf.
In January, she was getting ready to visit Australia, a place she’s never been. “I’m excited – I have no idea what to expect, but my friend that lives there has been begging me to visit for so long, so I’m finally doing it.” When she returns to Austin, she’ll have been inspired from her two-week vacation to make her next business step.
So Many Steps
As next steps go, it seems Asaf is in a bit of limbo in more than one place. Her hard work and the long hours that have gone with it have not been without sacrifice. “I’ve had several near-marriages throughout my life,” she admits when asked about affairs of the heart. Most recently, Asaf finds herself again in a state of flux in her currently serious relationship, where marriage has been discussed. “We’re not there yet,” she says with a somewhat furrowed brow and a soft frown. “We’re working on figuring out what’s best. I have concerns.” As clever as Asaf is with her business affairs, she’s not likely to be a “fool” for love, either, even though she’s obviously a big romantic, as is evidenced by her dramatically romantic designs and love for all things “bridal.” Still, the love story part of her life remains as yet undetermined – unfinished.
Asaf wears yet another hat here in Austin. She’s the retail recruiter for the Downtown Austin Alliance, charged with recruiting qualified retailers and “evangelizing” (her word!) downtown Austin’s potential while nurturing prospects, maintaining relationships with property owners and acting as a liaison between parties during lease negotiations. It’s a public relations hat that fits nicely with Asaf’s marketing skills and personal abilities to charm the birds out of the trees.
Speaking of hats, Asaf’s boutique displays the lovely fares of Laura Del Villaggio, a local hat milliner who owns Milli Starr. Tiny wig-stands that show off the delicate, often whimsical head pieces, or “fascinations,” pepper the studio, along with the stunning, handcrafted jewels of local jewelry designer Tracy Tenpenny. “I like to support local vendors and local artists,” says Asaf, who is intimately involved with the Hispanic community, and who hires local tailors and seamstresses to cut out and sew from her individualized paper patterns. “Occasionally, I have to send something to Dallas for special attention but usually I am able to use craftspeople from Austin for all of my needs.” In her studio, one will find sheets of artist’s paper hanging on the walls, showing off color-pencil and watercolor sketches of various designs, from blouses to bridal gowns. “I love the drawing part of my job. I could sit and sketch all day,” says Asaf. “But, that’s only a small part of what I do. In reality, this field is not nearly as glamorous as people imagine.” She cautions fashion designer wannabes. “This is an industry that requires a lot of sweat and grit. You can’t be afraid of long hours and hard work if you want to be good at what you do, if you want to set yourself apart.”
Assistance, Please
Indeed one of her employees stands by Asaf’s words of wisdom. Angela Saenz, Asaf’s design assistant, is in her third year at UT majoring in apparel design, or textiles and apparel, as it is otherwise known. She will travel to London for an internship this summer, then go on to grad school. “This work is not all glam and excitement,” she says, dressed in a trendy, bohemian outfit and sharp, plastic, dark-rimmed glasses. The process from start to finish for a garment is long and very detailed. One needs to have knowledge in several areas to be good at this work; not just in illustrating and designing, but construction, business, pattern-making and technical knowledge.”
“With Linda,” she continues, “I’ve been able to acquire that knowledge, since she has such a realistic idea of the industry.” And as a boss, she says Asaf is the best. “Linda is so open to hear our input, and is eager to see us learn. She’s constantly asking our opinions about design, and really listens to our voice.” In this industry full of primadonnas, Saenz is grateful to have found Asaf for a boss and a mentor.
Konstantin echoes Saenz’ perception of Asaf as a business and creative leader. She says, “Linda has spent a huge chunk of her professional life helping young people develop the confidence to act on and pursue their creative dreams. At Columbia, she was President of The Hispanic Business Association. She served as a mentor to local youth. Two of the young men she mentored 20 years ago at Columbia became furniture designers and entrepreneurs and close friends. Her interns now work at fashion houses with great commercial success, like Betsey Johnson and Ralph Lauren.” It’s no small wonder Women’s Wear Daily counts her among one of their “Designers to Watch,” and the Austin American-Statesman names her as one of Austin’s Fortunate 500.
Fashion as Art
When you stop by to visit Linda Asaf Designs, you’ll be greeted by Asaf herself, or one of her many interns or assistants. The cozy little house is over half-a-century old, with exposed wood floors and lots of windows that allow for the beauty of Asaf’s colorful designs to shine. Flowing fabrics and the simple elegance of her inspired work will immediately make visitors feel as if her clothes, while custom made, are accessible and gentle. It’s not an odd thing for a new dress to make a woman feel lovely. What’s entirely different, however, about Asaf’s designs and fabrics, laces, georgettes and silk charmeuses, is how they do something more – they entice us to tap into our own creativity and to realize the personal magic that stirs within. As Pablo Picasso once said, “Art washes away from the soul the dust of everyday life.” Perhaps that is what wearing one of Asaf’s romantic designs does: it transports us out of our dusty, busy lives, and brings us to the place we mostly neglect – that place of pure, magical beauty; a place we can all visit more often, and with intent, with a little help.
A Little Romance, Linda-Style
1. In Austin, what's your favorite restaurant for a romantic interlude?
I love the patio outside at Trio. The grounds at the Four Seasons and the view of Ladybird Lake are so lovely. And it makes it easy to sneak out to the dock for an after-dinner kiss. Ooh la la!
2. How about in New York City?
Sometimes I love the view overlooking Central Park West from The Stone Rose, before the crowds roll in, and from there, it’s fun to go across the street for dinner at Jean Georges; it’s still excellent. Still, nothing beats a stroll down Central Park’s western Park Drive at sunset. The view of Central Park South lighting up at night is mood altering, and very conducive to romance!
3. Who is your favorite fashion designer of all time?
If I had to pick one, I would say Miuccia Prada, who is in a class by herself. She has an uncanny ability to set trends and to set herself apart from the rest. Her Spring 2010 collection is a case in point, where she started with seemingly traditional couture elements, then sheared the pieces off to create a fresh, edgy look.
4. Other than Linda Asaf designs, what other designer do you most often wear?
BCBG - Max Azria.
5. If you could fly anywhere tomorrow for a romantic vacation, where would you go?
Paris. It truly is for lovers.
6. What is your favorite bottle of wine?
Dominus Cabernet Sauvignon. I have many good memories where it makes an appearance!
7. What's the best romantic line you can recall ever having been said to you?
In a poem my ski instructor once wrote to me in both Spanish and Chinese, because he knew that was my heritage.
8. Finally, other than your beautiful mother, what woman has influenced you most in your life and your career, and why?
My Aunt Esther from Houston. She was a successful entrepreneur, one of the most kind and thoughtful women I ever met, and always encouraged – if not pushed me – to try harder.
Austin Fashion Week Events:
August 15 - 20, 2010
Join Retailers and Salons, including Linda Asaf Designs, at over 150 events throughout the week. Trunk shows, fashion shows and cocktail receptions allow you to check out what local retailers and designers have in store for you!