Every season Ashley Williams sends out a small poster in lieu of a more typical show invite, and every season it has something to do with being in slightly sour state of mind. The poster we unwrapped upon arriving for the first show of London Fashion Week, however, went to new heights—or would that be new lows? In Ashley’s world, they’re sort of the same. The poster said “Genuine Misery;” the image was a growling German Shepard.
“My business partner and I, we have this thing, ‘Optimistic emo,'” the designer told me backstage. It’s like an unofficial rule that keeps them in line, she explained: they can be real about their bad moods, but they have to be good-natured about them, too. And while misery is definitely next season’s key word—emblazoned as it is on a killer sweatsuit or two—there’s a British cowgirl thing and a narrative back story about sneaking out of parties to go sit by yourself in the woods that evens it out.
Trust us, together it makes misery look like good company.
Nearby, pal and Brit It girl Pixie Geldof hung around in a past season Ashley Williams tee-shirt looking just sort of in a hurry to grab her friend and get out of there.
So I asked her
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