The 30-year-old designer isn’t talking about reactions to his pieces for Beyoncé or his high-impact fashion shows. He’s describing the reaction to his just-announced collaboration with ASOS. Debuting online today, the range is a democratic offering from jeans to cocktail frocks for men and women of all sizes—all priced under $285.
“I thought it was the perfect opportunity just to expand,” says Smith. “There are so many people out there who are huge fans of my clothes and might not be able to actually afford my collections, so I thought that this was just a perfect union between LaQuan Smith and ASOS. They were really supportive of my creative direction in terms of the kinds of pieces I wanted to design.”
That creative direction is an uncompromising dedication to making clothing that is vivacious, glamorous, and packed with an often shimmer-based punch. Among the standouts in the ASOS collaboration are a range of beaded and crystal-laden pieces that translate the after-dark drama that has made Smith a favorite of Bey, Rih, Gaga, and other divas so famous they only need a nickname as a signifier. Of a leopard-print dress that can be zipped up or way, way down and faux fur tops and jackets, the designer is particularly proud. “I wanted to do the most. I wanted to do embroideries and crystals and fur,” he says, noting that ASOS was completely on board to find ways to interpret his often luxe fabrications at an affordable price point.
While those pieces are sure to be hits IRL and on Instagram—“I’m excited to start seeing people wearing the clothes and incorporate them with their own identity and their own style,” he says—the collaboration also pushes the designer into exciting new territories. “People really come to me for this evening, cocktail, sexy mood, and so to do this project with ASOS is exciting because it gives you a day range as well as a night range,” Smith explains. “I think what ASOS has taught me is building my product category—being able to do tops, cardigans, sweaters, pullovers, leggings, jackets, denim—it’s really, really broadened my mind from a design perspective.”
It’s also allowed Smith to expand into a full range of sizing. “I feel that I need to embody the words inclusivity and diversity. We always talk about that and this is a moment in time to be able to celebrate that. I felt like we should go and do it wholeheartedly and do it without any holds,” he says of creating every style in extended sizes for ASOS Curve and ASOS Plus. “If I could have a plus-size collection myself down the line, that would be great, and I hope this plus-size collection with ASOS gives people a taste of what to look for in the future from LaQuan Smith.”
Aside from creating a new glammed-up army of LaQuan Smith fans, the designer also hopes the collaboration opens the door for other young designers to work with large retailers and e-commerce shops. “A lot of times when you think of collaborations, it’s like huge corporations coming together. Hopefully, with this collaboration, it can open up the doors for other brands like mine,” he says.
Source:Vogue
