Pixie Geldof wearing Ashley Williams at the Serpentine Summer Party, Hyde Park [Rex, Londonfashionweek.co.uk]
During the Autumn/Winter 2013 shows, Fashion East’s Ashley Williams is the girl who received a rapturous catwalk whooping to rival any. Her Elvis-emblazoned boxy shifts, denim skirt suits and lipstick printed jersey dresses caused much delight amongst her faithful following – which just so happens to include Pixie Geldof, Julia Sarr-Jamois of Wonderland magazine and UK Vogue’s Fran Burns – but also garnered her a new generation of fans. At that point she was only two seasons into her eponymous line, after graduating with a BA in womenswear from Westminster University.
Before Ashley presents her third collection later today, we stole 60 seconds to talk fashion inspiration and what the term #funkoffish (which not only has it’s own instagram handle but also peppers the accounts of the aforementioned ladies) really means…
Harry Styles wearing Ashley Williams at London Fashion Week [Getty]
GraziaDaily: Where does your aesthetic come from?
Ashley Williams: It has come a lot from music this time, listening to sound tracks to ‘80s films and TV shows.
GraziaDaily: Who do you aspire to in the industry?
Ashley Williams: Even though she’s not a designer I really like Kate Phelan [of UK Vogue and creative director of Topshop]
GraziaDaily: A Topshop collaboration would great... So, who do you see as Ashley Williams girls? And who do you always love to see wearing your clothes?
Ashley Williams: My friends, Julia Sarr-Jamois who styles the show looks so good in everything, I love it!
Pixie Geldof & Alice Dellal on Ashley's first ever runway. Spring/Summer 2013 [Londonfashionweek.co.uk]
GraziaDaily: Do you design for your own wardrobe?
Ashley Williams: Yes definitely, but by the time it’s made and I’m able to wear any of it, normally I’m sick at the sight of it.
GraziaDaily: Tell us about funkyoffish….
Ashley Williams: Funkyoffish is a word my best friend and I invented to describe a way of dressing and as it terns out also a way of life. It’s a combination of the words funky and official. It’s now a collective with a few of our friends including Julia, Fran, Pixie and I. We're launching a funkyoffish jewelry line soon so watch out for it!
GraziaDaily: What have you gained from working with Lulu Kennedy and Fashion East?
Ashley Williams: Absolutely everything! Thank you Fashion East.
Rihanna and stylist Julia Sarr-Jamois wearing Ashley Williams [@happyashleyland Instagram]
GraziaDaily: What could you not survive without in your studio?
Ashley Williams: Interns and a laptop, boring but true.
GraziaDaily: You first hit the scene with your Happy Ashley collection and how have a website Happy Ashley Land, but what makes it happy right now? And what would make it sad?
Ashley Williams: Working is making me happy and sad all at once!
Ashley Williams A/W'13 [Catwalking.com]
GraziaDaily: Almost over... What will you do once fashion week is finished in London?
Ashley Williams: I'll be chilling in the Pairs showrooms with [fellow Fashion East-ers] Claire [Barrow] and Ryan [Lo].
So what is #Grazia360?
In celebration of fashion weeks around the world, we're bringing you an all-angles look at how the shows come together. Throughout September, we'll be showcasing exclusive interviews and behind-the-scenes videos from the world’s greatest designers - we've talking everyone from Victoria Beckham to Karl Lagerfeld. And we need your help! Vote for what we should wear on the FROW and play our Matchy-Matchy game for your chance to win the fashion editor's kit. Stay tuned to this very site for the latest updates as well as #Grazia360 on Twitter and Instagram. Do join us! And let us know what YOU want to see...