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Asquith London AW14 Product Brochure

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SPRING / SUMMER 2015 FOR YOGA, PILATES AND LIVING IN 1 WATERMELON CORNFLOWER ICE BOLD DYNAMIC BLOSSOM FRESH SATSUMA INSPIRED BY NATURE 2 ASQUITH ALICE ASQUITH OUR FABRICS Ethically made activewear that combines Alice comes from a long line of creative BAMBOO VISCOSE functionality, comfort and style. women. Her mother, grandmother and great-grandmother all designed and made Anti-bacterial Responsibly manufactured Our versatile collections are made from the their own clothes. From as early as she can Moisture wicking so you naturally stay Made from regenerated wood pulp finest, naturally performing fabrics that are remember, she was surrounded by Indian fresher for longer ® as soft as they are hard-wearing. Silks, Harris Tweeds and the sound of Oeko-Tex certified whirring sewing machines. It was a natural Chemical-free Low carbon footprint, biodegradable fibres Designed for women with busy lifestyles to progression for her to start her own Grown without pesticides or fertilisers, ideal Comfortably cool for sensitive skin types feel good everywhere. clothing label. Absorbs & evaporates sweat fast Alice founded Asquith in 2002 combining Environmentally friendly her love of design with two other passions, Uniquely fast growing and sustainable yoga and Pilates. From the very beginning material it was crucial to Alice that the clothes were made ethically in the best quality, Breathable soft fabrics in styles that flatter real Fabric helps to regulate body temperature OUR LOGO women of all shapes and sizes. Hardworking & Durable Our logo is a vertical row of A pared back but luxurious feel is the No sheen, fade-resistant rich colours, seven circles that can be found Asquith signature. Trends, gimmicks and reduced pilling and maintains shape on every Asquith garment. logos are given a back seat to feminine and The circles represent the seven elegant styles that stand the test of time. ORGANIC COTTON Chakras - the main centres in our body which energy flows Feeling good everywhere you wear the GOTS certified clothes is the priority - at the yoga / Pilates through. Ethically grown and responsibly studio, on a long plane journey or simply manufactured lounging at home. Chemical-free Alice’s love of travelling, the arts and Grown with no pesticides or fertilisers, ideal nature are the inspiration behind the for sensitive skin types collections. Continuous feedback from Environmentally friendly customers, yoga and Pilates teachers Only low impact and natural vegetable dyes ensure that the collections are as practical can be used in certified organic cotton and hardwearing as they are beautiful. production 3 ‘LEGGINGS WITH THE SOFTNESS & COMFORT OF BAMBOO BUT WITH A FOLDOVER TO COVER YOUR ASSETS.’ ALICE ASQUITH, FOUNDER & CREATIVE DIRECTOR SMOOTH YOU LEGGINGS NAVY SMOOTH YOU LEGGINGS ASQ/SS/25 BLOSSOM GO TO VEST ASQ/SS/35 4 ‘STYLISH, COMFORTABLE AND DESIGNED FOR EVERYTHING FROM YOGA TO EVERYDAY LIVING.’ HEALTH & FITNESS FLOW WITH IT SOFT GREY SMOOTH YOU TEE LEGGINGS ASQ/SS/16 BLACK FLOW WITH IT LEGGINGS ASQ/SS/40 5 WATERMELON LIVE FAST HALTERNECK NECK LIVE FAST ASQ/SS/10 WATERMELON FLOW WITH IT HALTERNECK TOP LEGGINGS ASQ/SS/40 6 ‘SUPREMELY COMFORTABLE AND EASY TO WEAR AND UNLIKE MANY LOOSER FIT PANTS... FLATTERING’ HEAVENLY ALICE ASQUITH, FOUNDER HAREM & CREATIVE DIRECTOR PANTS SATSUMA GO TO VEST ASQ/SS/35 WATERMELON HEAVENLY HAREM PANTS ASQ/SS/27 7 BLISSFUL WRAP ‘WE LOVE THIS BALLET WRAP BECAUSE IT’S FUNCTIONAL AND PRETTY.’ SHAPE MAGAZINE CORNFLOWER BLISSFUL WRAP ASQ/SS/06 NAVY GO TO VEST ASQ/SS/35 NAVY JUST BE TIE PANTS ASQ/SS/09 8 SMOOTH YOU T ‘AN EFFORTLESS STYLE, LOOSE AND COVERING A MULTITUDE OF SINS!’ ALICE ASQUITH, FOUNDER & CREATIVE DIRECTOR BLOSSOM SMOOTH YOU T ASQ/SS/16 NAVY HEAVENLY HAREM PANTS ASQ/SS/27 9 ‘ANY OLD T-SHIRT JUST WON’T DO WHEN IT COMES TO TRICKY YOGA POSITIONS. THESE TOPS BY ASQUITH FEATURE CLEVER INTERNAL BRAS TO AVOID ‘EXPOSURE’ DURING HEADSTANDS AND LIVE FAST INVERTED POSES.’ BOATNECK CALGARY AVANSINO, VOGUE CORNFLOWER LIVE FAST BOATNECK ASQ/SS/15 CORNFLOWER JUMP TO IT CAPRI ASQ/SS/47 10 ‘I CALL THIS STYLE ‘GO TO’ FOR A REASON! IT’LL TAKE YOU ANYWHERE FROM THE STUDIO, TO WORK, TO A NIGHT OUT.’ ALICE ASQUITH, FOUNDER GO TO 3/4 & CREATIVE DIRECTOR SLEEVE T NAVY GO TO 3/4 SLEEVE T ASQ/SS/38 BLACK GO TO PANTS ASQ/SS/44 11 LIVE FAST HALTER NECK BLACK LIVE FAST HALTER NECK ASQ/SS/10 BLACK LIVE FAST PANTS ASQ/SS/30 12 ‘PERFECTLY CUT FOR DYNAMIC MOVEMENT.’ ALICE ASQUITH, FOUNDER & CREATIVE DIRECTOR BEND IT T ICE BEND IT T ASQ/SS/13 NAVY JUST BE TIE PANTS ASQ/SS/09 13 ‘YOUR DESIGNS ARE FABULOUS, AFFORDABLE AND ARE OF A UNIQUE, FINE QUALITY. I GIVE YOU AN ELEVEN ON A SCALE OF ONE TO TEN. YOU HAVE FILLED A HUGE VOID IN YOGA STYLE AND COMFORT NEEDS.’ CYNTHIA, USA FLOW WATERMELON FLOW WITH IT T WITH ASQ/SS/28 IT T BLACK LIVE FAST PANTS ASQ/SS/30 14 JUMP TO IT T SLATE JUMP TO IT T ASQ/SS/08 SLATE FLOW WITH IT LEGGINGS ASQ/SS/40 15 ‘THIS LONDON-BASED YOGA BRAND HAS BEEN SPOTTED ON THE BACKS OF THOSE CELEBRITY YOGA FIENDS MADONNA AND GWYNETH PALTROW, AND IT’S EASY TO SEE WHY, THE WHOLE RANGE LOOKS REALLY GREAT.’ GO TO THE TIMES PANTS CORNFLOWER SOUL SPUN CAMI ASQ/SS/12 NAVY GO TO PANTS ASQ/SS/44 16 EVERY CLOUD CROP PANTS SATSUMA GO TO VEST ASQ/SS/35 EVERY CLOUD CROP PANTS ASQ/SS/05 17 SOUL SPUN VEST ‘I DESIGNED THIS WITH 50’S SHAPING IN MIND - TO FLATTER OUR BEAUTIFUL NATURAL CURVES’ ALICE ASQUITH, FOUNDER & CREATIVE DIRECTOR CORNFLOWER SOUL SPUN VEST ASQ/S S/11 BLACK FLOW WITH IT LEGGINGS ASQ/SS/40 18 EVERY CLOUD HOODY & TIE CUFF ‘AN UNDERSTATED GO PANTS ANYWHERE RANGE THAT WILL SEE YOU THROUGH THE MOST STRENUOUS DAY.’ FT HOW TO SPEND IT SATSUMA GO TO VEST ASQ/SS/35 EVERY CLOUD TIE CUFF PANTS ASQ/SS/18 EVERY CLOUD HOODY ASQ/SS/17 19 JUST BE TIE PANTS ‘PERFECT PANTS WHATEVER YOUR LEG LENGTH.’ ALICE ASQUITH, NAVY JUST BE TIE PANTS FOUNDER ASQ/SS/09 & CREATIVE DIRECTOR ICE EASY LONG SLEEVE T ASQ/SS/37 NAVY GO TO VEST ASQ/SS/35 20 ‘I LOVE THIS TOP IT’S AMAZING. ASQUITH IS IN A LEAGUE OF BE GRACE THEIR OWN.’ BATWING LYNNE ROBINSON, FOUNDER, BODY CONTROL PILATES ICE BE GRACE BATWING ASQ/SS/07 CORNFLOWER JUMP TO IT CAPRI ASQ/SS/47 21 LIVE FAST BOATNECK WATERMELON LIVE FAST BOATNECK ASQ/SS/15 SOFT GREY HEAVENLY HAREM PANTS ASQ/SS/27 22 CORNFLOWER BLISSFUL WRAP ASQ/SS/06 NAVY GO TO VEST ASQ/SS/35 NAVY JUST BE TIE PANTS ASQ/SS/09 23 HEAVENLY HALTERNECK ‘I ABSOLUTELY LOVE THE CLOTHES; SO SOFT, SO COMFORTABLE AND STYLISH, I FELT GREAT.’ SARA COX, RADIO 1 DJ WATERMELON SOUL SPUN CAMISOLE ASQ/SS/12 SATSUMA HEAVENLY HALTERNECK ASQ/SS/19 WATERMELON FLOW WITH IT LEGGINGS ASQ/SS/40 24 ‘EXTRA LONG LENGTH TOP DESIGNED TO STAY IN PLACE DURING PRACTICE.’ ALICE ASQUITH, FOUNDER & CREATIVE DIRECTOR JUMP TO IT T CORNFLOWER JUMP TO IT T ASQ/SS/08 SLATE FLOW WITH IT LEGGINGS ASQ/SS/40 25 ‘I LOVE THE SOFTNESS OF THIS FABRIC.’ DONNA FARHI, YOGA TEACHER EASY BLOSSOM GO TO VEST ASQ/SS/35 LONG WATERMELON FLOW WITH IT LEGGINGS SLEEVE T ASQ/SS/40 WATERMELON EASY LONG SLEEVE T ASQ/SS/37 26 GO TO VEST BLOSSOM GO TO VEST ASQ/SS/35 NAVY SMOOTH YOU LEGGINGS ASQ/SS/25 27 JUMP TO IT CAPRI PANTS ‘GREAT FOR DYNAMIC MOVEMENT.’ ALICE ASQUITH, FOUNDER & CREATIVE DIRECTOR WATERMELON SOUL SPUN CAMI ASQ/SS/12 CORNFLOWER JUMP TO IT CAPRI PANTS ASQ/SS/47 28 ‘ASQUITH IS ALL ABOUT NATURAL FABRICS, STYLISH COMFORT AND NOT LOOKING TOO SPORTY.’ HELLO! MAGAZINE CORNFLOWER HEAVENLY HALTER NECK ASQ/SS/19 WATERMELON SOUL SPUN CAMI ASQ/SS/12 CORNFLOWER JUMP TO IT CAPRI PANTS ASQ/SS/47 29 SOUL SPUN CAMI WATERMELON SOUL SPUN CAMI ASQ/SS12 EVERY CLOUD TIE CUFF PANTS ASQ/SS/18 30 SATSUMA GO TO VEST ASQ/SS/35 SOFT GREY BE GRACE BATWING ASQ/SS/47 BLACK JUMP TO IT CAPRI ASQ/SS/47 31 LIVE FAST ‘A FLATTERING PANTS ALTERNATIVE TO THE BRASH, LOGO-ACCENTED SPORTSWEAR.’ SATURDAY TELEGRAPH BLACK LIVE FAST HALTERNECK ASQ/SS/10 BLACK LIVE FAST PANTS ASQ/SS/30 32 GO EASY PANTS ‘ASQUITH TROUSERS… THE EPITOME OF BLISS...’ OK! MAGAZINE SOFT GREY GO TO 3/4 SLEEVE T ASQ/SS/38 BLACK GO EASY PANTS ASQ/SS/14 33 ‘DESIGNED TO FIT SO BEAUTIFULLY THAT EVEN DURING A VIGOROUS CLASS I CAN FORGET ABOUT WHAT I’M WEARING AND FOCUS ON MY PRACTICE.’ RACHEL GIFFIN, FOUNDER PURE BALANCE YOGA SLATE JUMP TO IT T ASQ/SS/08 SLATE FLOW WITH IT LEGGINGS ASQ/SS/40 WATERMELON BLISSFUL WRAP ASQ/SS/06 34 ORGANIC COTTON TOPS LIVE FAST BOATNECK FLOW WITH IT T JUMP TO IT T LIVE FAST HALTER NECK ASQ/SS/15 ASQ/SS/28 ASQ/SS/08 ASQ/SS/10 Great fitting, extra length Crossover scoop neck top with This longer length top has This halter neck tank is top with a high neckline and gathers under bust – but not gentle gathering around the designed to fit like a second fitted bra so that you will feel too low so that it bears all! bust and a fitted shelf bra for skin, with a fitted shelf bra for comfortable in any posture. Gathering at the sides for a extra support. The contrasting ease and comfort. Incredibly This style is also perfect for flattering fit.
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  • Monpe Workpants and Their Memetic Derivations1

    Monpe Workpants and Their Memetic Derivations1

    pISSN 2233-9051 eISSN 2288-7490 International Journal of Costume and Fashion http://dx.doi.org/10.7233/ijcf.2017.17.1.073 Vol. 17 No. 1, June 2017, pp. 73-87 Monpe Monpe Workpants and Their Memetic Workpants and Their Memetic Derivations1) Derivations Soohyeon RhewㆍJuhyun RoㆍJaeyoon Yi Tutor, Graduate School of Korea National Open University, Seoul, Korea Instructor, Department of Fashion Industry, Incheon National University, Incheon, Korea Adjunct Professor, Department of Fashion Design, Sungkyunkwan University, Seoul, Korea (Received May 24, 2017; Revised June 6, 2017; Accepted June 12, 2017) Abstract Monpe, Korean women’s wartime attire during the Japanese colonization period, has survived for 70 years as typical baggy workpants for rural women and emerged as retro-fashion. This paper applied a theory of “meme” to explain the monpe fashion trend in Korea. Based on literature review, empirical analyses were conducted by analyzing market and media including newspaper articles and blogs. We found that the monpe meme has evolved over time through variation, penetration, and diffusion. In terms of variation, the impression of monpe transitioned from a negative image to a positive one as a result of changes in design, functionality, and popular image. In terms of penetration, the monpe meme has spread into popular culture, again through mass media, with images of active, sexy, and attractive monpe-wearers on television and at popular occasions. Finally, the monpe meme has diffused throughout a broad range of consumers of various ages and both genders as an item of clothing for various occasions through diversified distribution channels. In this way, the development of monpe as fashionable clothing in Korea during the 2000s is itself a meme reflecting its evolution from a disgraceful colonial legacy to an item of contemporary fashion.