SMoCA Mix: Fashionably Avant-Garde – The Campaign

Well, we are almost a week away from a fundraiser gala of the contemporary museum of which I am a current advisory board member of, the Scottsdale Museum of Contemporary Art or well known by its acronym “SMoCA“.

This is the fourth year, I am part of the event Committee as well, and one which our late Janis Leonard commanded me to activate and help give a brand and identity.

For the last five months, I’ve worked day to day with the museum staff, led by our new director, Sara Cochran, volunteers, committee members, and our co-chairs (the delightful young couple of Christian Serena and Tracy Serena) to ensure this event is a full success, and to make sure we raise the funds expected to continue to support the incredible labor of education, awareness and inception of the art, and especially contemporary art, in our community.

After a board meeting last year, the director of the museum, Sara Cochran said:

“Oscar, I know we do not have a fashion wing in the Museum, but fashion + art is a subject we once talked…. Let’s move forward with that concept…”

Well, who else other than “FOR THE STARS” Fashion House to fill that gap and work with us in such an incredible project?

FOR THE STARS has presented in Phoenix Fashion Week for the last four years, and this year was the time to set them up inside a museum and in front of a curatorial team – all to promote their fashion to the artistic level they are producing.

We agreed to work together and make it the unique event we all wanted.

I then requested to enlist Chris Loomis and create the editorials needed for the publicity and start a large visual campaign.

We went to Los Angeles to create what I think turned out to be one of the most incredible campaigns I’ve had honor to produce.

“Black & Gold”.

I’ve seen the head dress on Joanna Krupa and loved the drama of the geometry contrasted with something with a soft curve. It reminded me of the SMoCA Museum facade and curved structure of the building lines.

Then, I saw the jumpsuit/leotard worn by Paulina Rubio, on Rocky Gathercole’s Instagram  and I thought, that’s it! “Black & Gold”, so I added as much tulle and skirt possible, even finding a cape with goal brocade.

So, we picked up all garments the day before, woke up early next day, and hair and makeup took three hours. We moved the entire team to the Disney Concert Hall in downtown Los Angeles. The hall has the perfect metallic look I envisioned from day one. (We visited the site the evening before, and the light was perfect – so we started shooting with the light we agreed on: SUNSET.

With Fashions by Rocky Gathercole (who I think is a master of creativity and an incredible dedicated production team) this was the result;


Fashion by; For the stars fashion House – Hollywood
Designer; Rocky Gathercole
Photography; Chris Loomis
Hair; Julie Koeth
MUA; Jen Fregozo Makeup Artist
Creative Direction; Oscar De Las Salas @oscardelassalas – Oscar is represented by FORD/Robert Black Agency – Modeling and Talent Agency
Location; Walt Disney Concert Hall

All this is for the annual fundraiser for Scottsdale Museum of Contemporary Art, called SMoCA Mix: Fashionably Avant-Garde on Saturday, May 7, 2016 at 6:00pm – and bring the best of your avant-garde fashion.

This is a fundraiser that will keep one of our leading institutions of the southwest current, with programs that will benefit the community and our future generations. This event will be  one of the most intensely fashionable and sophisticated galas in town.

n evening where all expressions of design will be present, all around Avant-Garde, but with emphasis is on fashion.DEV_2016_SMoCA-Mix_Banner-01GET YOUR TICKETS HERE or at

See you in style!


Leave a Reply

%d bloggers like this:
close-alt close collapse comment ellipsis expand gallery heart lock menu next pinned previous reply search share star