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Asta Resort is packing denim this spring.
Best known for sequin-covered woven dresses, beaded mini dresses and travel-friendly coordinates, the the four-year-old Australian brand debuts jeans and denim shorts for Spring 2025.
The collection, called “Paris to the Outsider,” combines drop waist dresses, knit halter tops, short-sleeve cardigans and pops of buttery yellow and chartreuse with the boho embroidered denim styles.
Helena Ammitzboell, who co-founded the brand with sister Jasmine, said the addition of denim reflects their own style evolutions. “Spring is when we like to have a bit more fun with dressing. Shades and textures start to lighten up,” she said. “Yet now having and wearing this label for four years, we have really learnt to love dressing down a bit. This often means wearing some of the sequined knits or beaded tops with a good pair of jeans.”
The new category seamlessly fits into the wanderlust world the sisters created. The washed blue jeans and shorts are decorated with dainty floral, ribbon and star embroidery work that nods to Asta Resort’s signature crochet flowers and decorative hardware. Together, Ammitzboell said the garments have a “feeling of memorabilia.”
“We wanted Asta Resort denim to accompany the best moments when strolling through a new city, from sunny markets to casual café life,” she added.
Navigating denim was a new experience for the designers. “Jasmine and I spent over a year studying fits we loved and wore often, working with denim experts in Los Angeles to help bring our vision for the category to life. I feel fortunate to have spent a lot of time living in L.A. where there is such close proximity to some of the best wash houses in the world. For the application design and embroidered elements, we had to get more creative as this is not something that is typical in American denim,” Ammitzboell said.
The jeans are made 30 minutes from Ammitzboell’s house in the heart of L.A. by skilled and experienced cutters, sewers and washers. The legs are left open, and the pairs are then embroidered, decorated and finished at Asta Resort’s embroidery studio also nearby.
“We chose this local supply chain because we wanted to be up-close with our makers and wanted to spend a lot of time observing and perfecting every part of the jeans, from the button to the rivets and the wash color. I’m not sure when our wash house will get sick of me rocking up to check progress, because I’m always too excited about it,” Ammitzboell said.
