Our latest Proust Questionnaire with New York brand consultant Ash Saunders


Brand consultant Ash Saunders has an eye for detail, working with young and established designers, she executes everything with immaculate precision. She rolled up her sleeves and worked her way up the fashion ladder in Australia before taking the plunge and moving to New York.  In the city of dreams, she has spun her own magic on the cult-worthy fashion brand Protagonist and now works independently with brands across the globe.

Fall into her New York state of mind as she answers the questions in our latest Proust Questionnaire.  


What is your idea of perfect happiness?

Feeling content in a moment, not needing anything more.

What is your greatest fear?

Regretting things I didn’t do.

Where do you live?

Manhattan, NYC.

What is your occupation?

I am a brand director and consultant working with young and established designers In New York, LA and Sydney.

How did your journey into the world of fashion begin?

I cold-called Jennifer Hayes, the director of Voyager Distributing Co. (Witchery, Trent Nathan, Thurley etc) and offered to buy her a coffee–– best $3.50 I ever spent because she offered me a job on the spot and I started the following Monday!

Over the next eight or so years I worked with brands like Indigo and Bec & Bridge before taking the plunge and moving to New York.

What is your greatest extravagance?

Skincare products and facials. It’s an unhealthy obsession and I need help!

What is your current state of mind?

Excited (because this long, cruel Winter we have just had is almost over)!

What values do you live by?

Be so good they can’t ignore you – my everyday work mantra.

What are you most passionate about?

My work.

What is the trait you most deplore in others?

I don’t do well with those who take more than they give.

What is the quality you most like in a man?

A really fantastic sense of humor.

What is the quality you most like in a woman?

The same.

Which words or phrases do you most overuse?

I said “OMG!” wayyyyy too much.

What or who is the greatest love of your life?

Keanu Reeves!

When and where were you happiest?

Probably now, living in New York. I love this city so much–– it sounds cheesy but everyday is an adventure.

Which talent would you most like to have?

I wish I could sing well. It would make my friends at karaoke a whole lot happier.

Where would you most like to live?

Here in New York!

Where is your favourite place to escape to?

Anywhere with a beach.

What is your most marked characteristic?

Weird sense of humor or that I am very loud.

What do you most value in your friends?

Love and loyalty.

What is your favourite book?

Less Than Zero by Bret Easton Ellis.

What is your favourite smell?

Tom Ford – Tobacco Vanille.

Who is your hero?

Mum and Dad <3

What does your work day consist of?

I never schedule a meeting before 10am and use first thing in the morning to catch up on emails and plan my next moves.

For the rest of the day I am usually running between clients studios and my office to meet about anything from new collection development to marketing to fabric budgets for 2019. I could be sitting in a fitting one minute then running to a sales appointment the next. Every day is different and that’s what I love the most about consulting.

What do you do to stay balanced?

I try to run mosts morning, even if it is just to pick up my morning coffee a few blocks away. I really cherish that time in the morning before everyone is awake and the emails start streaming in.

What is your favourite way to spend a Sunday?

Reading the paper with a coffee at Laughing Man Café in Tribeca then a trip uptown to stroll through the park and visit the Met Breuer then finish the day people watching at Flora Bar.


Anna White