“Instead of completely changing the label,
I decided to print over it”
For her first collection for ASH, artistic director Catherine Brickhill started with a clean slate.“In a way I wanted to do something that’s new but I am also practical and pragmatic. So instead of completely changing the label, I decided to print over it. I wanted some continuity from past collections, but it was also about exploring a new world for me,” she says.
An industry veteran with over two decades of experience as a designer and consultant, Brickhill’s debut collection pays tribute to the brand’s roots and youthful spirit while celebrating its diversity, richness and originality. Rock ‘n’ roll, vintage-military, boho chic and sportswear elements combine to form an easy-to-wear collection, that is about finding your own style.
“The ASH Girl is a real free spirit, self-confident, sassy, irreverent but also open-minded. I felt what was missing was this richness, an attention to detail and a touch of femininity. I wanted to create pieces that you hold onto, like something you found in a flea market or your parents wardrobe,” she says.
As such, vintage classics have inspired many of the looks. To add a modern touch, some silhouettes are hybrid and multi-purpose so that they can adapt to a person’s style. There is also a more feminine side to the collection as seen in the soft reversible faux furs, generous knits and fluid crepes. ASH’s signature boho spirit is channelled in layered looks which include sheepskin and fur gilets, loose ponchos, washed leathers and rich paisley prints – Brickhill’s take on 1970s hippy chic.