Jason Cauchi designs clothes women actually want to wear. And that's why his contemporary collection--named Dallin Chase after his two eldest children--is such a hit with a certain type of girl. You know, the type who doesn't want to look too trendy, too forced, too "tries-too-hard." (So essentially, everyone.)
I, for instance, fell in love with one of Jason's chambray dresses a few years ago, and have been devoted ever since. Recently, I caught up with Jason to chat about his latest resort collection--and some other less serious stuff.
Fashionista: What's up with resort? How is it different from your last collection and different from your next? Jason Cauchi: Resort is my favorite season to design. We created the perfect wardrobe. We did great knit cardigans with a little bit of lurex and shine. The entire collection is bright and cheerful with nostalgic elements, like an easy crochet tank dress or our bread and butterfly print. Resort is a chance to escape into your clothes for a holiday, or to dream about the coming spring, so the clothes are more playful and light. For Fall, I tend to reference the city a lot and layer in pieces that could work for work or a weekend in the country. The perspective is totally different. Moving into Spring, the collection takes references the new year and a new mix of things to wear. Spring is a balance of escape and function--the ease of summer dressing allows us to add details and use color in unexpected ways.
How did you choose the model in your look book? She's really unique. Our photographer, Peter Stanglmayr, and I had a go-see and Nicole Lichtenberg (who's with Elite) really stood out. She had a warm personality and was excited about traveling to Singapore later this summer--and since our resort collection was all about travel, it felt like a fit! She fit the clothes perfectly and her casual attitude fit the idea of the Dallin Chase customer.
You're married with three kids. Does your wife wear Dallin Chase exclusively? Not yet! I am working on it. I still need to make jeans. Grace wears Dallin Chase dresses and tops all the time. Her favorite pieces right now are the stripped Carter tank and the Greg dress. She can't wait for the new leather jackets to come in. She wore them all winter.
What's the best part about designing for women? Talking to them. We have this idea that we dress as a way of expressing ourselves, but when I talk to women about what they like and what they want never matches up. I get to look from the outside and suggest beautiful clothes. My wife, my sister, mom, and the women I work with are all a great help to me.
What were you up to before you launched Dallin Chase? I had been consulting for a label and Grace was pregnant with Merrit (my third child).
Ever think about doing a Dallin Chase collection for kids? Everyday...we did two capsule collections last year and it was great. It is in the pipeline...the girls keep asking me to make them stuff!
Okay, let's forget about clothes for one second. If you had to pick one meal that would please everyone in your family, what would it be? Keeping in mind that we have a 7, 6 and 4 year old, it's hard to make everyone happy all the time. But my wife is an amazing cook, and her old school homemade sauce with meatballs and Italian sausage over spaghetti is something all of us love.