Ashley Eckstein On The Her Universe Fashion Show Returning To San Diego Comic-Con, Creating A Safe Space For Fans, Ahsoka, and More!

“I asked myself what would Ahsoka do? And my answer was that Ahsoka would stand up for female fans, and she would do this for fandom. I’m just thrilled that Her Universe is still an extension of that, and that is still our foundation. And the Her Universe Fashion Show is also an extension of that. It’s inclusive of everyone. All fans, everyone is welcome.”

— Ashley Eckstein

The Her Universe Fashion Show has been one of the fan favorite events of San Diego Comic-Con week since it’s launch in 2014. The annual event gives up-and-coming designers the chance to showcase their original fandom-inspired creations, all for the chance to design a Her Universe collection for Hot Topic.

After a three-year absence from holding an in-person show due to the COVID pandemic, Her Universe founder, Ashley Eckstein is bringing her geek couture fashion show back to San Diego’s Manchester Grand Hyatt July 21 at 6p.m. PT. Joining Eckstein as cohost will be RuPaul’s Drag Race alum, Nina West.

26 designers will be competing this year, where the theme is, “Coming Home”. After launching the show in San Diego back in 2014, Eckstein says this year’s theme felt natural. “That's how we feel,” Eckstein says. “For our fandom, it just feels like home. It's such a joyous place. It's such a celebration of fandom, and there's just a feeling of happiness that you can't replicate when you're not there.”

Fashion and Fandom spoke with the actress, entrepreneur and best-selling author on the eve of the 2022 Her Universe Fashion Show about returning to San Diego for the 8th year, the inspirations behind creating her fandom label Her Universe, new projects, Ahsoka and more!

Fashion and Fandom: Her Universe just celebrated it’s 12th anniversary. Did you have any idea when you started the company it would grow into what it’s become today?

Eckstein: Yes, from the standpoint of I had big hopes and big dreams for the company. I’m a dreamer. Starting out, of course I dreamed that it would become a fashion brand, and we'd get to do exciting things even beyond t- shirts and grow as a brand and grow into entertainment. I'd be lying if I said I didn't have those dreams. But no, from the standpoint of, did I truly envision what it would grow to be? I mean, it's exceeded my wildest imagination. The fact that we would join forces with Hot Topic and we would really be making everything from dresses to swimwear, to sleepwear to accessories, to doing a couture fashion show. And then expanding beyond women to men and unisex and boys and girls and, and then to be in Disney Parks and Disney Stores globally. It's just exceeded my wildest dreams. And I'm very, very grateful.

Fashion and Fandom: My first Her Universe piece was the “I have a Crush on Crusher” t-shirt.

Eckstein: Yes! (laughter) You’ve been a fan for a long time.

Fashion and Fandom: Fashion can be such an empowering way for people to express themselves, as you know. One of the things that’s fantastic about Her Universe is that you've really brought that message, as well as a message of inclusiveness and community to the brand. Why was that so important to you?

Eckstein: Well, that was my mission from day one. What really pushed me over the edge to start Her Universe was to create a safe space for female fans, and really, for all fans. I read story after story of women and girls who are being bullied just for being a Star Wars fan. And it broke my heart. Because we know, as fans, that being a fan is not just a trend, it's not something you're into one day and out of the next. It's a part of you. It’s a part of your identity. It's how you would describe yourself. It's a lifestyle. And so to not be able to be who you are, is really hurtful and really damaging. And so I wanted to create a safe space where female fans, and and in an expansion of that, all fans, because my mission was also not to say that this world was just for women and girls. It's not just for men and boys. It's for everyone. So I wanted to create a community in a safe space where all fans could come together and step into the spotlight and say, “Hi, I'm a fan of Star Wars”, and be celebrated for it. That was important for me in my journey, because I knew nothing about starting a business. I knew nothing about fashion, I knew nothing about licensing, I had to learn everything on the job. I didn't even have a college degree. I was a full time actress and I studied acting. So it was a really daunting process to all of a sudden say that I was going to start a company and start a fashion brand. But I did it because I wanted to create a safe community that was inclusive for everyone. And really, Ahsoka inspired it because I asked myself what would Ahsoka do? And my answer was that Ahsoka would stand up for female fans, and she would do this for fandom. I'm just thrilled that Her Universe is still an extension of that, and that is still our foundation. And the Her Universe Fashion Show is also an extension of that. It's inclusive of everyone. All fans, everyone is welcome. We've had all different types of designers and models hit the runway. And fans of all ages are welcome. I mean, it's just a truly inclusive event.

Fashion and Fandom: The Her Universe Fashion Show has been a highlight of San Diego Comic-Con since it’s first show back in 2014. You had a virtual show last year during Comic-Con@Home. Is there going to be a virtual streaming option for fans this year, who can't make it to San Diego?

Eckstein: There will be a ton of social coverage. So stay tuned and follow along with Her Universe and Hot Topic for all of the updates for the Fashion Show. As with previous years, we are filming the show in its entirety and we plan to turn it around very quickly. It will be up on YouTube very shortly after the Fashion Show. So fans at home will be able to watch the show and enjoy the show. And it is our hope in the future to be able to kind of merge the two, a virtual show and an in-person show. But I have to I have to say this in celebration of my Her Universe team — we’re small, but mighty. as with everything with our kind of our world right now. Coming out of the pandemic, so many people are doing things still with very small teams. So are we, so we weren't able to do both. We weren't able to do a virtual show and an in-person show. And my Her Universe team is just incredible. They're working overtime putting the show together. I'm just so proud of everyone involved. The audience at home will not miss out. We will make sure that they get to see everything through social posts, and then eventually an edit of the full show.

Fashion and Fandom: The theme of this year's show is “Coming Home.” Tell me a little bit about that.

Eckstein: This this theme came about naturally because that's how we feel. You know, it's two parts. As fans, returning to San Diego Comic-Con in person, just feels like we're coming home. San Diego Comic-Con is the Comic Con of all Comic Cons. It's the mecca of Comic Cons. And for our fandom, it just feels like home. It's such a joyous place. It's such a celebration of fandom, and there's just a feeling of happiness that you can't replicate when you're not there. And then on the other hand, San Diego Comic-Con is also the home for the Her Universe Fashion Show. We founded the show in 2014 at San Diego Comic-Con, and it's been our home ever since. So it was a natural theme, you know, this year to be coming home, and we've incorporated it into the show. And I can't wait to share it with everyone.

Fashion and Fandom: You have 26 designers competing this year. Tell me a little bit about the selection process because I'm guessing that each year you have more and more applicants.

Eckstein: We had just under 300 applicants this year, and I reviewed every single one as I do every year. I look at every single submission. I just pour over them and read every single word. It's honestly such an exciting and heartbreaking process at the same time. There's a reason I'm not a judge, because I would just pick everyone and I pretty much do. I narrow it down to the designers that I know can can make their garment. We really want to set every single designer up for success. We want to make sure that what they design on paper, they're going to be able to execute and deliver it at San Diego Comic-Con. So I narrow it down, and then we have a committee, and we review all the designs and really have the heartbreaking process of picking the top 25. Or, as in this year, 26 designers to compete in the show at San Diego Comic Con. It's one of the hardest things that I have to do all year long. But then I pass off the reins to the judges. And I'm glad I don't have to be a judge.

Fashion and Fandom: One of the favorite parts for me personally about the fashion show is getting a chance to watch the fans toward the end of the show get to strut their stuff on the runway as well. It’s so busy for you backstage during the show. Do you ever get a chance to peek out and see some of the people on the runway during the show?

Eckstein: Absolutely. Because some years I get to be out there and some years. I don't. This year, I'm very excited because I will get to be on stage as the audience gets to strut their stuff on the runway. And I'm so excited. It's one of my favorite parts as well. I, along with my co host Nina West, will both be out there cheering on along with the audience. as they get to step into the spotlight. That's what our show is about. It's it's a community where everyone gets to step into the spotlight and be celebrated, so I can't wait.

Fashion and Fandom: It's gonna be a treat for so many fans to see Nina on the runway as well because she's spectacular.

Eckstein: Oh my gosh, I know. I can’t wait.

Fashion and Fandom: Speaking of couture and runways, you've worn some pretty spectacular Andrew McClane designs over the years. Can you give us a sneak peek at maybe one of the things you're going to be showing off?

Ashley Eckstein: Well, we always keep my looks a secret. But I can confirm that Andrew McClane is once again make them. So I'm very excited to working with him once more. He is truly one of the most talented designers I've ever worked with. So he's once again, building something incredible. All I can really share is that Nina and I will have coordinating looks, so I’m very excited about that.

Fashion and Fandom: I can't I can't wait to see what you all have planned. Shifting gears a bit, you mentioned Ahsoka earlier in our conversation. When did you realize that the character you helped originate was becoming so meaningful to so many people, and to the Star Wars canon at large?

Eckstein: I would say it really hit me after the Season 5 of Clone Wars when Clone Wars was initially cancelled. About a year after that, I started to hear stories of how Ahsoka Tano had either changed fans lives or saved their lives. There's something so powerful about that moment of Ahsoka walking away from the Jedi Order and creating a new path for herself that really, really resonated with people. And it just continued from there. As Ahsoka came on to Star Wars Rebels and then back with the series finale of Clone Wars. Clone Wars came out right in the middle of COVID during a global shutdown. New episodes of Clone Wars came out. The Siege of Mandalore aired. Leave it to Ahsoka in Clone Wars to provide so much hope and so much light for people during a time when we needed it most. So now I've had the privilege of of going to conventions for the past year-and-a-half, and really getting to meet fans from all over the world and hear their stories. And it's really astounding how many lives Ahsoka Tano has touched. It's changed my life. Ahsoka Tano has changed my life in the same way that she's changed all the fans lives. She's completely changed my mission in life, my direction… what's important to me and what I strive for. But I feel so privileged that fans would share their personal stories with me of how Ahsoka has changed their life or in many cases saved their life. When when you hear stories like that it changes you. And it's it's certainly changed me. People ask me all the time, “Why do you care about your character so much?”. And when you hear stories about how she has impacted people's lives in the way that she is it changes your mission and your purpose. And for me, now my purpose is to try to be a real life version of Ahsoka Tano, and to try to live up to this character that people care so much about and to try to be a positive light like she is, and a reflection of her to carry on her legacy, day in and day out. So yeah, it's really astounding the impact that she's had in people's lives, and it's a great honor to be associated with her.

Fashion and Fandom: Ashley, you recently launched a series of videos called Star Wars: Mindful Matters. what inspired you to write those? And where can people find those?

Eckstein: Oh, gosh, thank you for asking this because Star Wars: Mindful Matters is a passion project of mine. I came up with it about five years ago, and I hit many many roadblocks on getting this made, COVID being one of them. We were supposed to have them made right before COVID and then put the project on hold. But Lucasfilm has always believed in this project with me. Fortunately, we were able to collaborate with Citroen 33 to make it happen. Being a huge advocate for mental health, I've always associated mindful lessons with Star Wars. Because these lessons exist in Star Wars. Jedi Master Yoda teaches us that a Jedi must have the deepest commitment, the most serious mind. Teaching us that training our mind is just as important as physically training our body. Especially with kids. These videos are for everyone, they're for fans of all ages. I wanted to take these lessons these very, very important lessons in Star Wars. And then I worked with Nationwide Children's Hospital to come up with clinically based mindfulness exercises, and I paired the two. These are short episodes. It's two to three minutes. It only takes you a minute to actually do the exercise. But proving that by doing these exercises, it'll make a powerful difference in your day because being mindful matters. So I'm very excited to share these. We're gonna get them out everywhere. The work has just begun. I just found out that the videos are now available in all Walt Disney World Resorts. In your hotel rooms on your television you can watch these videos. We're working to get them into schools. We're working to get them into children's hospitals. So it's a very, very exciting time. And it's only the beginning. We definitely plan to make more of these and hopefully expand to other franchises as well.

The 2022 Her Universe Fashion show will take place Thursday, July 21 at 6 p.m. PT at the Harbor Ballroom of the Manchester Grand Hyatt Hotel. It’s free and open to all ages attending SDCC. You can also catch Ashley’s work as the voice actress of Ahsoka Tano on Disney+ where all seven seasons of Star Wars: The Clone Wars and all four seasons of Star Wars Rebels are streaming now.

Marena Bronson is an award-winning journalist, a life-long nerd, and the Editor-in-Chief of Fashion and Fandom. Follow her on Twitter and Instagram.