8 Things Im Going To Do This Bank Holiday Weekend

23.05.15

Airbnb's Floating House Party[Amber Atherton & Pixie Geldof]

1. Buy Stuff

Namely a Supreme bath robe, Molecule perfume, Martin Amis’s book Money and more red stuff. I recently bought this amazing red Rachel Comey crop top from Celestine Eleven in Shoreditch and now I’ve decided there is a severe lack of red in my wardrobe so I’m using the Snap Fashion app to find it all. You can search for all clothes from a photo. Q cool.

 

2. Drinkkkkkkks

London Cocktail Club just opened round the corner from me which is a blessing and a hungover curse  at the same time. The Breaking Bad Tequila Cocktail and the one with a Bourbon Biscuit is hard to say no to.

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[The Heisenberg cocktail at London Cocktail Club]

 

3. Book a holiday

Airbnb hosted a party the other night to celebrate their amazing floating house, which has resulted in me doing some serious air bnb stalking. Kind of feel like it’s the new looking in estate agents windows which is a favourite past time. I’ve got to go to Seoul to visit the my flash trash factory but am also thinking Positano.

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4. Read Aliza’s new book

DKNY PR GIRL Aliza Licht is a social media brand trailblazer so her new book is a must read.

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5. Get a massage

Becoming worryingly addicted to this uber for massage app, Urban Massage. Amazing therapists come straight to your house and you can light your new candles.

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[Rosafolia Scented Candle £44]
 

6. Sunday Routine

Sunday’s are for The FT Weekend, making egg white pancakes for breakfast then taking #misssuziewong for a long walk.

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[Maddi Waterhouse with Amber's dog Suzie Wong]

7. Pilates

Thinking about that summer body but also about dem’ tacos? I try to hit up tempo pilates 3 times a week for their on point reformer classes. Also an excuse to buy more workout gear, because do you ever have enough leggings?

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[nike leggings £25]

8. Stop listening to A$AP’s new song

Possibly one of the best music videos ever made, i’ve had this on repeat for 3 days now.

 

About Last Night: Fresh Cosmetics Rose Party

21.05.15

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To Marylebone last night where Fresh cosmetics hosted an intimate soiree to celebrate the 15th anniversary of it’s rose facemask. I’ve always been interested in this beauty brand, namely because I somehow left a house party in LA with one of their famous oval soaps in my bag, so it was simply a matter of time before the stars aligned and we mysteriously connected again in a candle filled courtyard.  The setting for dinner was enough to make any pinterest girl drool, roses everywhere, on radiators the ceiling, the photo board..kind of wanted to have an american beauty moment photo.

Fresh Rose face mask Jo Radcliffe launch, Marylebone Studios, London - 20 May 2015

With Phoebe Collings-James last night wearing Rag & Bone Dress, All Saints Jacket & #flashtrashgirl jewelry available on depop @myflashtrash

Rose champagne in hand @bertiebrandes and I made our way to see @phoebetbc DJ at possibly the world’s smallest DJ plinth. Fresh has pioneered the use of many natural ingredients in the beauty industry, most notably sugar and it all feels like a very sensual apothecary vibe which is exactly how it started in Boston in 1991.  I’m a huge jasmine fan and their fragrance (below) is really long lasting, I’m also a fan of their dry rice body oil and sugar lychee body lotion. You’ll basically smell like Bali and smelling like a small Indonesian island is not a bad thing. What are your favourite Fresh products? Comment below

 

The Rise of The Temporary Fashion Brand

15.03.15

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I’ve just left my local brunch spot 3 Course, which used to be my morning coffee stop, until recently when the owner decided to take a more practical approach to the business and only open the restaurant during peak times, Thursday-Sunday evening. As I walked home to write this I stopped to pick up the Sunday papers and witnessed all three people in the queue in front of me buy a Cadbury’s Creme Egg at the till. The signature Cadbury creation is only available from January-April but manages to contribute over £200m in sales in 4 short months, almost half of what it’s best selling Cadbury’s Dairy Milk bar contributes in an entire year (According to information by market analyst Information Resources (IRI), Cadbury’s Dairy Milk is the bestselling chocolate bar in the UK with annual sales of £483.1m.)

So I got to thinking about the value of consistently temporary brands and experiences. Why is it that so many fashion brands are available all year round? Particularly fashion brands that are so defined by a seasonal aesthetic. Why should sales suffer for half of the year, when in reality their strength and relevance is the S/S season? In the age of uber-convenience where information, products, cars and TV shows, are all available on demand, the opportunity for brands to counter the culture and draw on the continued success of limited editions and pop up shops  to create a new type of fashion business is presenting itself.

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Miu Miu sort of tested this theory with their 3 day private member’s club pop up. Located in the opulent Hotel Cafe Royal on Regent street, the women’s only club, offered lunch and afternoon tea alongside film screenings, talks and discussions and of course a shop. The only place to be in London for those 3 days in 2012, it was in my opinion the most memorable brand experience I have ever had. One that truly exposed the personality of the brand in an atmosphere that was exclusive, but once inside playful and welcoming. Will there be another Miu Miu London? If a new brand took inspiration from this model, shunning a 360 day a year retail store presence with instead a seasonal elaborate pop up, would they not be able to operate more efficiently, with a greater chance at viral marketing success and a better sell through? Certainly Supreme does this well, with frequent shipments of small runs of stock that see die hard fans camp over night, and queues forming every time the word gets out of a new drop.

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How much more as humans and consumers do we crave the security of permanence versus the thrill of the transient? The challenge brands face, particularly new brands,  is how to offer that timeless security and financial stability alongside an everlasting hype.

What are your thoughts? Tweet me @amberatherton

THE NEW MY FLASH TRASH CHARM RANGE JUST DROPPED!

23.02.15

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For the last 6 months I’ve been working on a new iconic range for MY FLASH TRASH. What started as a blog when I was 16 and turned rapidly into a marketplace of up and coming jewellery designers has now become the home to our diffusion line FLASH TRASH GIRL, and as of this month, our brand new charm bangle and bracelet collection!

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The #FLASH gold charm bangle £38 is crafted from brass and plated with 2 microns of gold. With 3 adjustable closing locks and 11 graduated holes to attach charms to you can customise this sleek bangle with all the charms you wish to reflect your style.

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The #TRASH silver charm bracelet £18.50 on a range of coloured cord, features a silver bar with our trademarked 11 graduated holes to attach charms to!

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From a wifi pizza charm, to a sharks tooth charm, feather charm and best friends heart breaker charms there are over 50 designs all packaged on super cute little cards for you to choose from.

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Available over London Fashion Week at our pop up with THE BRAID BAR at Selfridges and later at Fenwick Bond Street and lots more global boutiques and department stores to come…I hope you can join our brand new arm party! xoxo WWW.MYFLASHTRASH.COM

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