The Assemblist Letter 37 - Brand Assembly x Poolside Block Party
LAST WEEKEND WE HAD A FUN EVENT AT THE MONTAUK BEACH HOUSE IN COLLABORATION WITH POOLSIDE. I BELIEVE THIS WAS A GOOD FIRST EVENT TO GET UNDER OUR BELT!
We had so much fun putting together the collective of brands and trying to get them to a wider/new audience, and I definitely think we have the opportunity to do more fun things like this in the future. I love Montauk because it is more laid back than the Hamptons. The surfer crowd gives it a very authentic aura. It is a younger crowd too that is more open to new and exciting things… so naturally it was a great fit for introducing some new emerging talent!
We were first introduced to Ashleigh from Poolside through the Full Picture social team. Ashleigh has the same passion to support emerging designers, and she has been introducing them to new clientele through her outlet in Montauk. I was excited to work with them and The Montauk Beach House, as I had stayed there two summers ago when they first launched and thought it was such a fun concept. I had a lot of fun curating the selection of styles with Ashleigh that would be perfect for the Montauk set.
I think the most fun part about planning the event was trying to be creative with Adam, our resident Assemblist, on a tight budget! We were going for an old school yard-sale look, with a high fashion relaxed vibe. One of our event-only brands Love Sam was one of my personal favorites for the setting. We also were able to team up with Frederic Fekkai for a braid bar which was hugely successful… I even took part in it too. As for the future, I would obviously love to do something for a Fall season, maybe in Upstate New York, but for now we'll enjoy summer while it's here!
- HILLARY FRANCE, CO-FOUNDER AND CEO OF BRAND ASSEMBLY