A Conversation with ASOS Stylist Kieron Watts

Cramming my diary with appointments and places to visit is my expertise when it comes to visiting London. I try to make the most of my visits to the city, which usually leads to being totally buzzed off caffeine from the amount of meetings that take place coffee shops. We're thinking of creating a Buckets Coffee Guide, but that's one for another day...

One such stop was at ASOS HQ to meet up with one of their resident men's + womenswear stylist, Kieron Watts. For my part in ASOS's activity, #InterviewAStylist, suggested to the team that Buckets & Spades would be a great place to chat to Kieron. We headed into Camden for a wander around, grabbed some food in The Blues Kitchen and chatted about what it's like to work as an ASOS Stylist.

Mat - So the last time we met was at the Nike iD x Pendleton event at ASOS HQ, that was pretty fun? Were you happy with the trainers you design, which style did you go for?

Kieron - I wanted to keep my Nike iD pretty simple, so I can wear them all year round. I didn't want too crazy with the loads of print. I chose the grey Pendelton fabric upper with the black +white speckled soles and black laces. I added a personal touch with the K.W initials on the back heel for a bit of fun. I haven't even worn them yet. I will be only  be rocking those on special occasions.

Mat - Streetwear is obviously a big thing for you, tell us some of your favourite brands right now?

Kieron - I take influence and inspiration from everywhere man, but I'm really into Soulland and Acne at the moment. Minimal sportswear-inspired stuff, lots of Scandinavian brands, simple pieces that you don't need to think about looking good together. I'm also into Selected Homme, Vans + Anthony Miles' new footwear range and a new brand to ASOS for SS15, 2xH Brothers.

Mat - Oh yeah, we met the guys behind the 2xH Brothers brand at Jacket Required last summer, and what do you know, they're everywhere now! There's definitely a shift from heritage brands to modern sportwear-inspired brands over this past year. I'd say my style is a bit of both too.

What about social media then, that seems to be a big deal for ASOS. All the ASOS Stylists seem to have their own Twitter and Instagram accounts. How does that all work?

Kieron - We've all got our own thing going on, it's an a big part of our job roles now. It's just the way things have progressed, social media is a big deal to us and we all work hard growing our own online personalities. I work hard on coming up with new looks, and trying out interesting combinations to inspire my followers.

I do my research I look around on Tumblr and Instagram to get inspired. ASOS is a super fast paced business, and I think I do well in the short amount of time to nail the photos. 

Mat - Sweet potato fries seems to be the done thing these days, seems like every meal comes with them. I'm not knocking it though, I love them myself. What kind of food are you into?

Kieron - Lots of Southern American-style cooking, proper soul food. It's what I've grown up on.

Mat - I visited a place in Winter Park, FL, called The Choop that you'd love, also we went to Savannah in Georgia, now that was some good food there. Root beer is my weakness, terrible for your teeth but I can't get enough.

So how did you get into styling, what's your background?

Kieron - I studied Design at Wolverhampton uni before moving to London to pursue opportunities in fashion. We concentrated on graphic design, branding, creative marketing and things like that. I was always interested in personal style and enjoyed following street style blogs, so to move into Styling was a natural progression. 

Mat - Sounds quite similar to what I studied, I did Fashion Promotion at UCLan, so that included styling, photography, marketing strategies, trend prediction...

How did you hear about the job at ASOS, and what was the interview process like?

Kieron - I was head-hunted for the position. I saw an email in my inbox last year from my now Styling Manager.  I had a full day of interviews, practicals in front of a panel and a video camera sessions. There was a lot of people and I was the only guy there. The selection process was tough and competitive.

Mat - I've always done a bit of styling here + there, brands like working with me as usually give me free reign to style shoots myself. Do you have any advice for people looking to get into styling?

Kieron - I would say, try to assist your favourite Editor or Stylist. Work hard, this industry isn't all glam. I would also say listen to your peers and make loads of contacts with Fashion PRs. Get an everyday job in between, as times can be hard as a freelance work is competitive. When you feel you've gained enough experience and confidence, use your contacts to try go it alone.

Mat - What’s the most rewarding part of your job and working for ASOS?

Kieron - The most rewarding part of my job is offering ideas and style advice to guys + girls who need a little extra help. The feeling of making a person look and feel great is priceless.

You can find Kieron ASOS on Twitter and Instagram + his own personal own Twitter and Instagram.

Thanks for visiting,
Mat.

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