Denise Focil: The Journey and Vision of a Global Fashion Powerhouse
Denise Focil shares her inspiring journey from Ecuador to LA, her love of leather, and how her bold, sustainable designs empower confident women worldwide.
Meet Denise Focil: The Modern Muse of Leather and Empowerment
Denise Focil is not just a fashion designer; she is a bridge between worlds, connecting her Ecuadorian roots and Italian inspirations to the dynamic culture of Los Angeles. As the creative force behind AS by DF, Focil has redefined what it means to be a contemporary designer, focusing on sustainable practices and distinctive leather pieces that empower women to lead, express, and inspire. In this exclusive feature, we explore Focil’s journey, her philosophy of creating clothing for the bold, and the global influence that permeates her collections.
Where It All Began: A Quest for Identity in Fashion
Born in Ecuador, raised in Los Angeles, and inspired by formative years in Italy, Denise Focil’s fashion identity is a tapestry woven from international threads. Her fascination with leather began during her educational pursuits at the Fashion Institute of Design and Merchandising in LA and blossomed further while working in Italy, where she designed for Alpinestars. Early exposure to the fluidity and strength of leather ignited a lifelong passion for the material, which she describes as “a second skin—malleable, strong, yet sensuous.”
Focil’s journey into founding AS by DF was driven by a singular vision: to create the perfect leather jacket. She wanted her pieces to become timeless staples in a woman’s wardrobe, embracing the philosophy of slow fashion and limited-run, unique releases. Today, AS by DF is celebrated globally for its luxurious leather and suede, complemented by standout ready-to-wear styles.
The Philosophy: Fashion Without Borders or Rules
Denise Focil believes fashion is most powerful when it reflects the wearer’s personality, not just trends or conventions. Her approach is radically open: buy what makes you happy, not what’s expected. She rejects rigid rules, preferring to see her designs mixed, matched, and reinvented by customers—from pairing leather jackets with denim for the day to draping them over an evening gown at night. For Focil, the magic of style is in individuality.
- No rules, only expression: “I love seeing the way every woman interprets my designs, whether she piles on accessories or just chooses one bold piece.”
- Impulse and happiness: Denise encourages women to buy pieces that make them feel excitement, not just items that fit a checklist or trend forecast.
- Global influence: Her collections are shaped by her travels—absorbing street styles, art, and cultures from cities around the world.
A Woman’s Wardrobe: Empowerment Above All
Central to Focil’s design ethos is empowerment. Her customer is a leader—the trendsetter in her circle, the woman unafraid to be bold, and the one who pushes boundaries. Focil asks herself during each collection, “How will this make her feel stronger?” With every piece, she aims to create a sense of confidence and power. Her clothing is for women who won’t blend in, those who want to stand out and own every room they enter.
Comfort is important but not at the expense of style and empowerment. Her ideal customer is a multitasker: a mom, an entrepreneur, and a fashion enthusiast who needs to look sharp while moving effortlessly from one role to another.
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Sustainability at the Core: Commitment to a Greener Future
Focil’s reverence for the earth is not just a tagline: sustainability is embedded in her brand. AS by DF works with reputable institutions like Ocean Conservancy, undergoing strict annual audits, maintaining minimum donations, and ensuring transparency through website disclosures. She’s dedicated to ethical sourcing, careful production, and practices that aim to limit the environmental impact of fashion.
- Certified Practices: Collaborates with Ocean Conservancy for sustainable, audited giving.
- Limited Runs: Embraces slow fashion by producing only unique, limited-quantity pieces.
- Longevity: Aims for AS by DF pieces to be lasting staples, not disposable trends.
The Creative Process: Inspiration from Every Corner
Focil’s creativity thrives on movement and exploration. An avid traveler, she draws inspiration from everything: art, architecture, street fashion, and the people she meets across continents. She is energized by the vibrancy of New York’s street style, but also deeply connected to the laid-back elegance of California and the classic sophistication of Europe. Her collections serve as a chronicle of her travels—each jacket and dress a capsule of a place, a mood, or a cultural moment.
- From a painting in a Florentine gallery to a woman’s skirt on a bustling city street, everything is potential inspiration.
- Emerging trends in New York fuel her creativity, whereas California’s casual vibe keeps her grounded.
- Her designs incorporate a global vision, reflecting a world without borders.
AS by DF: What Sets the Brand Apart?
The essence of AS by DF can be summed up in three words: uniqueness, quality, empowerment.
- Signature Leather: The label’s core focus is the reinvention of leather as high fashion—sleek, durable, and intensely fashionable.
- Ready-to-Wear Offerings: Alongside leather and suede, the collection includes elegant tops, dresses, and separates, all designed for adaptability.
- Target Audience: The AS by DF woman is ageless, global, eclectic, and always at the forefront of new ideas.
Celebrity Endorsements and Aspirations
AS by DF’s distinctive style has caught the attention of celebrities and fashion icons. One of the brand’s most faithful fans is Jessica Alba, known for her effortlessly chic and edgy personal style. When asked who she would love to dress in the future, Focil’s dream list is filled with strong, influential women who embody the boldness and individuality her designs celebrate.
| Celebrity | Connection to AS by DF |
|---|---|
| Jessica Alba | Frequently seen wearing the brand’s jackets and tops |
| Other Inspiring Women | Pioneering figures who represent leadership and confidence |
The LA vs. NY Fashion Scene: Two Worlds, Two Inspirations
Focil’s fashion journey exists at the intersection of Los Angeles serenity and New York’s electric energy. Each city brings a unique flavor to her designs:
- Los Angeles: Known for its laid-back, sun-drenched lifestyle—her home base and the heart of her business.
- New York: The epicenter of cutting-edge street style, where fashion is fearless and constantly evolving.
Although she identifies more closely with New York’s dynamic fashion culture, her collections harmonize the best of both worlds—urban edge and relaxed sophistication.
Facing Adversity: The Rough Road to Success
Focil is candid about the challenges and setbacks she’s faced in her journey, noting that the path through fashion is never smooth. She believes that hardship is essential for true satisfaction and growth, reinforcing the idea that the best achievements are earned through persistence and resilience. She advises: “The best things in life are worth working for.”
Her top guidance to aspiring designers is to embrace every opportunity to learn, especially through internships and hands-on experiences at established brands. Understanding the inner workings of the industry, she adds, can save years of trial and error.
Looking Forward: Expanding the Global Footprint
AS by DF continues to grow both domestically and internationally. An important milestone is the brand’s participation in prestigious events like the Tranoi trade show during Paris Fashion Week—marking its first official entry into the European market. With plans to expand to the Middle East and Asia, Focil is determined to make her mark in the places where fashion began and continues to evolve.
- Paris Fashion Week: Official invitation to Tranoi, recognized for emerging and innovative brands.
- International Growth: Focus on Europe, the Middle East, and Asia as future markets.
Frequently Asked Questions (FAQ)
Q: What is the key philosophy behind Denise Focil’s designs?
A: Express individuality—denying the need to follow every trend and instead wearing what makes you happy and empowered.
Q: Why is leather central to AS by DF?
A: Leather is versatile, timeless, and can be molded into pieces that feel like a second skin while still making a bold style statement.
Q: How does Denise Focil address sustainability?
A: By partnering with organizations like Ocean Conservancy, using limited runs, and focusing on longevity rather than fast, disposable fashion.
Q: Who is the AS by DF customer?
A: Any woman who leads, breaks the mold, and uses fashion as a means of expressing her unique perspective on the world.
Q: What’s Denise’s top advice for building a wardrobe?
A: Buy what excites you and brings joy, rather than simply following trends or buying for practicality. Your purchases should be treasures, not checkboxes.
Conclusion: Timeless Style for the Fearless and Inspired
Denise Focil has cemented her place as a designer who refuses to compromise—whether on quality, sustainability, or the principle that fashion should serve as a mirror for the boldest version of oneself. From her international upbringing to the growth of AS by DF, she continues to inspire women to wear clothing that reflects their inner strength and individuality. With an ever-expanding global presence and unwavering belief in empowerment, Focil’s journey is proof that the true beauty of fashion lies in authenticity, courage, and connection to the world.
References
- https://www.mannpublications.com/fashionmannuscript/2023/03/03/denise-focils-as-by-df-the-cross-border-love-affair-with-earth-and-italy/
- https://voyagela.com/interview/meet-df-astars-torrance/
- https://www.cosmopolitan.com/style-beauty/fashion/interviews/a4035/denise-focil-interview/
- https://www.cosmopolitan.com/entertainment/news/a49315/fun-fearless-life-personal-style/
- https://www.youtube.com/watch?v=EbQRPgG6WMA
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