Into no97, enter Audrey Louise Reynolds bringing with her the band Nymph and her videographer Matilda Dahlgren straight from Sweden. Says Reynolds, “Matilda’s in from Sweden. She’s been working with me all summer.” And designer and videographer came together when “she found me looking for a summer internship.”

As she helps put the last minute touches on the set-up, Reynolds explains that “We’re going to have an interactive experience for filming one of our videos for the line.” The idea is that Matilda will shoot the band while the friends interact in an organic way. “It’s going to be them all performing in the spring/summer ‘18 collection with some video projections. And friends will be in the front with the outfits on. So it’ll be like a fun ‘90s, all ages show. I want it to be playful.” But it’s not a locked-off video shoot; it’s open to the public, and it’s about sharing Reynolds’s ideas as much as anything else. “I want Share what we’re thinking, where my heads at right now, and also give the people who show up a chance to participate.”

Nymph is a great choice for a band. First, they look fabulous in the clothes. But more to the point, they’re a collective of musicians who create meditative rhythms and intricate grooves, so they’re the perfect compliment to Reynolds and the mission of the store where the event was hosted.

Before things get fully rolling, Reynolds takes a minute to tell me about the dye packets she’s arraying on a table next to us, which turned out to be the perfect way to get deeper about the fundamentals of her label. She sells her dyes as a way of accommodate designers who are still starting out. “I had too much work and too many small designers that wanted to work with me that I’d never make a profit, so I made this for them to use.” The Audrey Louise Reynolds dyes are created responsibly and are safe enough to eat, which puts them in stark contrast with something like Rit dyes which are highly toxic and part of the reason Reynolds got chose the path that she did. “I’ve been doing it since I was a little kid. I think it began when I was doing ballet because we had to always match our ballet shoes to our outfit. But you could only but a normal ballet colored slipper, but you’d need to have black or purple or whatever matched, so my parents would give me R.I.T. dye and I remember I’d have to go out behind the house with goggles and these gloves and I was so little and I remember the whole process feeling really sad. And I thought how could this be a cool experience for someone.”

Indeed, the evening was a testimony to Reynolds’s skill as a crafter of cool experiences.