Returning to Roots

In spring 2025, Ashley Williams found herself revisiting her creative vision as she prepared for the upcoming season of Girls’ Generation. “I feel like I’m back in this space and clutching something, but then I don’t know how to get out of it,” she shared during a preview, reflecting on her journey as she approached her 30s.

Williams expressed her thoughts on personal growth, particularly regarding the topic of motherhood, stating, “I’m growing that a lot. Yeah, I’m an adult, but still, I don’t feel like a part of me is graduating.” This introspection has significantly influenced her latest collection.

A Shift in Aesthetic

By fall 2025, Williams transitioned from a playful, manga-inspired aesthetic featuring baby-themed garments to a more mature selection that includes skirts and whimsical tees. Her designs prominently showcase vibrant colors and playful elements, inspired by materials collected during a recent trip to Seoul. This season sees the introduction of pleated skirts and pastel-colored garments arranged in fun, ice cream-inspired motifs.

Styling and Concept

The lookbook for the collection was styled by Claire Barrow, a close friend and designer collaborator. The visual themes of the collection evoke a sense of kitsch, occasionally venturing into what might be considered bad taste, as exemplified by a heart-shaped ruffled bag reminiscent of toilet roll covers. Williams herself embraces this notion, stating, “I’ve always been attracted to the bad taste. When things get outdated, I find it interesting.”

A Decade of Experience

Having spent over ten years in the fashion industry, Williams has witnessed the cyclical nature of trends. She notes that many designers eventually seek to evolve their style. However, her commitment to authenticity remains steadfast. Reflecting on her career, she remarked, “I actually feel that the last few collections of my entire career are the ones I think are the most authentic. I adjusted the most authentic (feeling) thing.”