The Soft and Hard Sides of Fall Fashion

Enlarge Photo

Allison Andrews is San Diego style. With a lineup of fashion events and a rock solid consulting business in her back pocket, she takes fashion to the next frontier. In anticipation of the next APA Fashion Event: The Soft and Hard Side of Fall Fashion at Basic Bar in San Diego this Tuesday, November 13, discover the sassy style and firm dedication of Miss Allison Andrews.

Q: As a woman, how do you make a name for yourself in the nightlife and entertainment industry?

A: By being genuine and fair. I work hard and love what I do. San Diego people are smart, and they know when someone is genuine. I always deliver what I promise and that's just good business; my clients appreciate and expect that.

Q: How did you do it? How did APA success in the San Diego fashion/event/nightlife industry?

A: By continuing to learn and have passion to grow. People like the fact that I'm still that little girl try to make money doing what I love to do. My business has a sincere personal quality that huge promotion companies do not have. My clients know I'm looking out for their best interests and not looking to make a fast buck. I'm the real deal in my industry, with out being pretentious, and that speaks for itself.

Q: What makes your fashion events stand out in San Diego?

A: My fashion shows are personal and interactive. People enjoy them because of me. I personally walk out and introduce the show in a candid fashion, and it makes for an intimate environment. My fashion shows really focus on the fashions and unique styles of the designers and boutiques that I show case, they are never stuffy or a flashy fashion shows that focus more on the models than the clothes. My models are a mix of looks, styles, and ethnicities. This also makes my shows appeal more to the consumer that can identify with a more realistic body type.

Q: Besides your own fashion events, how else are you involved with the fashion scene in San Diego?

A: I'm part of FGI - Fashion Group International. But the bread and butter of what I do to stay and create a buzz in fashion is APA Consulting. I work with my designer and retail clients to grow their businesses. And I spend many nights and days networking at different functions in support of them and myself.

Q: In your opinion, what are the top boutiques in San Diego right now?

It's a Love Thing in North County has an amazing interior atmosphere with bright red and orange flashes of color. Douce et Romantique in North County is a great sexy, frenchie store that has great underwear for women. In La Jolla, JEP Boutique makes for a great find when shopping. JEP carries LAMB, and I love it. In Bird Rock, Haute Culture Boutique has the best dresses in San Diego for elegant, sexy women. In Hillcrest, The Assembly has my favorite shirts and button ups for men, and clothing from around the world for women.

In Little Italy, I have three favorites. AKIA offers incredible vintage pieces that look brand-new. Any piece you get from there will stop traffic. FaceValue has the hippest shoes for men and women. FaceValue is the only San Diego boutique to sell converse clothing, which is incredible from material to design. And third is Steady, and they have a sister store downtown called Unsteady. Both boutiques have amazing men's and women's clothing.

Q: When you're not working, where can we find you? In your opinion, what are the top clubs/lounges/bars in San Diego right now?

A: I'm never off the clock, as most young entrepreneurs know. I love Candelas for a drink, to hear some lounge music, and even for dinner. Candelas has the best scallops in San Diego. My favorite martini is at the Red Pearl, and I can't get enough of the Jade Mistress. All I can say is: Belvedere infused chili vodka- mmm spicy! I love to be outside to dine and relax, so the odds of finding me in Little Italy enjoying a glass of wine are high.

For San Diego nightlife, I'm a dancing queen - show me a floor, give me a DJ, and watch me go. My favorite nightlife venues in San Diego are Red Circle, On Broadway, Eden, atop the Ivy. I'm looking forward to the Hard Rock Hotel San Diego and Universal in Hillcrest.

Q: What does San Diego have to look forward to in the end of 2007 and beginning of 2008?

A: San Diego is evolving at its own place. I know most San Diego boutiques are not where they want to be. With the times we will see the best of the best get stronger and the weak fall off. I'm excited to see where we will be in three years.

Q: What San Diego neighborhoods are the most up-and-coming for fashion? Why these neighborhoods?

A: I have to give credit to North Park, as the local boutiques are trying very hard, but the neighborhood still has a way to go. I like Bird Rock the best, because it's right on the coast. Bird Rock is taking the sleepy beach cities and bringing fashion to the fore front. It pulls from the La Jolla and Pacific Beach crowds, and the result is a diverse and unique clientele that loves fashion and lives to shop.

A: What makes-or-breaks a new boutique in San Diego?

Oh, I am an expert on this. APA Consulting was built going into San Diego boutiques, looking for the “faux pas,” and correcting to create longevity for the boutique. The biggest problem starts with the owner and/or the partners. They need to have one image and keep it consistent. All the merchandise should relate to their target market, which should be defined from the start. They should know their guy and girl and what they would and wouldn't buy, and never change that. Layout merchandising is key. If you don't have a formal background with layouts or knowledge of the retail psychology behind a store layout then … call me. No book can teach you this.

Q: What is your favorite must-have fall fad? Where can San Diego shoppers find this?

A: Starting at my head - headbands and cute 1940's inspired hats. Fall should be about layers and rich colors and textiles. So, you must have scarves with a killer leather jacket and a breathable cotton tee. Also, great corduroy skinny pants or a short skirt with tights. And my ultimate favorite part of fall apparel is boots - every color, material, and size!

Q: In your opinion, who is the Queen of San Diego fashion?

I'm biased; I think I am the Queen. Boutique owners represent their store and brands - and what they wear and carry can become stagnant. I say myself because I don't have to wear any certain designers or follow any rules. If I like it and it looks amazing then there it is. I'm known for always being dressed and having pieces that you can't find in San Diego. This is due to the fact that my clients range from Los Angeles to Phoenix, and every where in between. My style is classic elegance with a little pizzazz - everyone can always appreciate something I'm wearing.

Q: In your opinion, who is the King of San Diego fashion?

A: Well if I'm the Queen who gets to be my King?

This question could get me in a hot seat. I'm going to be general and say all the beautiful men who are confident and take the time to look twice in the mirror and go outside the male fashion box. I like a well dressed man with a little spicy or vintage jacket, a basic or high detailed collared button up with great hair, and some killer accessories with maybe a tattoo poking out. Is this my question for my ideal guy or what? Moving on. . .

Q: Who has the lead in 2007 San Diego fashion: men or women?

A: I'm going with men. In 2007, men have more choices and options with how they want to present and express themselves. I love men's fashion. From edgy to urban to classic and even to the blurred gender apparel- it's all great!

The Soft and Hard Side of Fall Fashion launches this Tuesday, November 13, 2007 from 7-10pm at Bar Basic in San Diego. This APA Fashion Event features fashion from JEP Boutique, Unsteady Boutique, FaceValue, and AKIA, accessories from Moxxie and Man Gear, and hair and makeup by RinSE Salon.