Linda ASAF

Linda ASAF's dual role in shaping Austin style has her "spinning plates" and loving every minute of it.

After four incredible years, most know Linda as the founder and dress designer for Linda ASAF , but few also know her as the Retail Recruiter for the Austin Downtown Alliance.

This well kept secret ranks her among the most prominent Austin style influencers. I caught up with Linda following a recruitment trip for ADA and asked her a few questions.


What about The Austin Downtown Alliance?

What is your role within the Austin Downtown Alliance?
I'm responsible for attracting quality retailers to Downtown Austin. It's a fun challenge as I have met so many cool, talented retailers from nationals to bohemian locals.

What part does the Austin Downtown Alliance in play Austin's downtown development?
The DAA is a non-profit agency funded by downtown property owners. We are stewards of all things downtown including promoting it as a destination, supporting development projects, lobbying city council, keeping it clean, safe and more. I guess you could say that everything we do is tied to developing downtown Austin and bringing it to its full potential.

How do you find the time to do both the Austin Downtown Alliance and Linda ASAF designs?
It's definitely a challenge but I love both! I'm good at 'spinning plates' which helps a lot and there are many synergies between the two. It forces me to be very efficient with my time. At the end of the day, both are very satisfying for me professionally.

What about The Linda ASAF Collection?

When and why did you start your company and collection?
In 2002, I had been riding the dot.com rollercoaster and decided to stop the insanity, 'face the truth' and follow my passion. Having my own fashion company allows me to leverage my business and design skills at the same time which makes me feel like a kid in a candy store. It's very satisfying.

How many exclusive pieces are one of a kind for limited clientele?
As a rule, I don't make a lot of the same design so my customers don't see themselves 'coming and going' around town. Many pieces are one-of-a-kind and I also do original custom designs for clients.

Where can we find Linda ASAF in Austin?
At my showroom located at 1117 West 5th Street by Whole Foods.

What is the time frame and cost involved in a custom dress for lets say maid of honor or the bride?
A custom dress takes a minimum of 2 months. For a wedding gown, as an example, this includes a concepting session with the bride, time to source raw materials, 1-2 fittings with a 'mockup' of the design and 1-2 fittings after the gown has been made.

Where did you grow up?
Corpus Christi, TX. I attended Catholic schools and learned to sew from the Sisters of Incarnate Word!

Did you have an early interest in design and fashion?
Yes, I remember even in 2nd grade how much I enjoyed drawing and designing things. Art was my favorite class! Then when I learned how to sew, it was like a huge bonus - being able to create something beautiful AND wear it!

Favorite designers, places, stores, people, things that were formative to your current creative vision?
I am inspired by so many things around me everyday. I once had fabric custom-made that was inspired by a sunset over the lake. Other sources include beautiful textiles, a fashionable woman at a party, movies, celebrities, menswear, etc.

What is your vision for your current collection?
My vision is to create really pretty, feminine, classic yet sexy designs that accentuate a women's best aspects. I steer clear of overly trendy things or fads as I want my clothes to be good buys that my customers can wear for more than one season. I love to incorporate beautiful european couture fabrics as well to make the designs even more special.

What cities inspire you?
Paris and NYC! I also love the casual individual style of Austinites especially women who put together unexpected combinations

Favorite Stores (new find):
Apple Store in SoHo. It has a theater inside and the salespeople feel like rock stars in their own right. I love how they take pride in their work.

Any unique non-fashion stores that you love?
Kuhl-Linscomb in Houston. It's a totally unique concept that is actually a series of homes plus a large retail building. Everything in their series of shops is really cool, interesting and tastefully designed. They sell gifts, home furnishings, furniture, and even luxury european kitchens.

Anything new on the horizon for you?
I'll be doing the evening gowns for the Austin Music Awards this year! This will be so much fun. I'm also doing a Fall Fashion show in August at the newly redeveloped Austin Music Hall to benefit Heart House.

designer insider
posted - beth / 1:05 PM / 02.21.07