Video Interview: Coco Chanel & Igor Stravinsky star Anna Mouglalis, June 2010

Video content for an ASOS Life post

This self-sourced interview followed a competition I organised for ASOS Life, through which two ASOS Life readers won tickets to the gala première of Coco Chanel & Igor Stravinsky.


Blog Post: Dita Von Teese Interview, September 2008

View original post here

Behind the Brand: We Talk to Dita Von Teese

The wait is over, ladies! You’ve watched the video, you’ve seen the launch – now, to celebrate the arrival of Wonderbra by Dita Von Teese on site, we’ve spoken to the lady herself to find out all about it…

Dita Von Teese – burlesque star, old-school starlet and the undisputed queen of retro glamour. You’d surely be hard pushed to find someone better suited to designing a range of lingerie (and a super-sexy range of lingerie at that) for world-famous underwear brand Wonderbra.

The appropriateness of the collaboration is something that Dita herself acknowledges, and she appreciates that Wonderbra let her push the boundaries when it came to design: “I sometimes have eccentric tastes in lingerie,” she told us when we spoke recently, “and they let me do things that I didn’t think they would. There’s one bra in particular – my favourite, the Satine-Teese – which brings back 1950s-style plunging top wire, which you don’t really see anymore.”

Turning her attention to how she hopes women will feel when they wear the range, Dita explained it wasn’t strictly about wearing something for the man in your life, but rather the idea that “you can put on lingerie that is pretty and for you to enjoy that also does something amazing for your figure and gives you the kind of shape that you need to make your clothes look good”.

And, rather flatteringly, Dita seems to think it’s us Brits and our fellow Europeans that will appreciate this notion the most: “At times you walk into a lingerie store in America and you get the feeling that American women don’t feel that you can have it all [when it comes to lingerie]. They think that they need to buy things that are plain and simple and boring and ugly.” And functional..? “Yes!” she exclaims,  “Functional. But I think you can have function and style altogether.”

Now, style – and a very glamorous form of style at that – is something Dita knows more than a little about, but she got a taste of the functional side of things recently when she dressed as a dowdy science geek for The Science of Sexy, the promo video she shot for the range. “It was the very last shot we did” she recalls, “so everyone had seen me dancing around in lingerie for two days. Then, for this last shot, I came out of my dressing room and no-one recognised me at all. Once they did, people broke out into fits of laughter. I felt a bit sheepish and was like “ok guys, it’s not that funny!” But some of the men on the crew said “she looks really pretty like that”.

Speaking of the opposite sex, talk soon turned to men, with Dita revealling that one trait she particularly appreciates in a man is patience (take note, all you male readers!). “I don’t like to be rushed – that’s a requirement of the men in my life” she told us, before adding “I like men that are patient and understand that sometimes you hit a little roadblock and that you should not leave the house until you’re ready. Sometimes, I don’t leave the house at all – I think ‘ok, it’s not working out; this is a sign that I need to stay at home and read a book'”.

And so, now that she’s conquered the lingerie world, what’s next for the raven-haired beauty? “I’m creating a lot of new acts,” she reveals, “plus I have some exciting things with Cointreau coming up, which I’m excited about announcing, and I’m working on my new book, which is about eccentric beauty.”

All this and she manages to stay so perfectly polished. Jealous? Us? Absolutely.

Click here to shop the entire Wonderbra by Dita Von Teese range, and to read more from our interview look out for the November issue of asos magazine!


Special Project: ‘Style It Like Cheryl’ for L’Oreal Elvive Full Restore 5

Brief: To create a paid-for microsite within to promote the unveiling of Cheryl Cole as the new face of L’Oréal Elvive Full Restore 5 range in a credible, editorial manner

Execution: Working closely with’s Commercial department and the team at L’Oréal, I advised on and developed the editorial content of the microsite, ultimately creating the Style It Like Cheryl theme. The site’s tagline became “How to make her A-List look our own”, and followed Cheryl’s outfits over a nine-week period in the run-up to Christmas, refreshing every three weeks. Each outfit was broken down into five key style tips to reinforce the ‘five problems, one solution’ tagline, with every fifth tip relating to beauty and recommending a L’Oréal product. Users would then be able to shop the look via populated pages of product.

Results: Not only did the microsite generate increased rates of traffic to and impressive revenue, the client was also extremely satisfied with the project – so much so that they continued their commercial partnership with into 2010, and have invested in a similar microsite for this year’s festive period.

View the Style It Like Cheryl microsite here