California Dreaming…

Ash is excited to announce the official arrival of the SS17 Collection and the stunning campaign imagery that accompanies this beautiful collection.

‘California Dreaming’ is inspired by the West Coast where we’ll be spending our Summer of ’17. Join our stunning models Langley Fox, Matilda Dods and Alicia Holtz and come all along for the ride…


“The sun has not risen yet when she leaves her place. With a pair of leggings and black shirt, her yoga mat under her arm and her hair flippantly turned into a bun, she starts her day in a healthy way. She seems relaxed yet determined.”

With its glittering ocean and vibrant blue skies, the sunny West Coast provides the perfect backdrop for Ash’s SS17 offering. The birthplace of flower power and festival style, the collection encapsulates California’s free-loving spirit which continues to attract creatives from all walks of life.

Coachella, the mecca for music and fashion lovers makes the perfect starting point for the collection. Gypsy silhouettes and ethnic touches blend with a 1970s spirit to create a look that is undeniably cool. A muted palette of white, black, army and nude is updated with eye-catching metallics, plenty of glitter and feminine hardware.

main“This girl has more than one trick up her sleeve, more than one outfit in her bag. For her first meeting, she changes her sportswear for a classy and simple silhouette; A high waist pencil skirt matches with her sneakers that will walk her to places her ambition could not even imagine.”

A staple in any festival-goers wardrobe is a pair of statement ankle boots and there are plenty of options. The open toe FEVER is made from laser cut suede featuring a pretty floral pattern. Heavy duty, masculine styles such as the TRIBAL are given a feminine twist with colourful Mexican hand painted detail. The lace-up ALEXA heels embellished with gold studs add a hint of sexiness.

If you want to channel your inner rock star, then heavy metal is a must. Styles such as the IGGY ballerinas, NUBA wedges and POISON flats are embellished with plenty of hardware including multiple straps, buckles and studs for a chic take on glam rock.

Hippy chic also gets a 21st century makeover. Retro silhouettes such as the BIKINI straw wedges come decorated with colourful embroideries of flowers, birds and butterflies. Artisanal handiwork from Native American and African tribes are highlighted on a series of comfortable yet fashionable flat sandals including the PACO, PEACE and MASSAI. Other crafty touches such as beading, whipstitches, patchwork and fringing add an ethnic vibe.


The Californian lifestyle demands that you keep active. Work up a sweat while looking chic in a series of couture styles that are embroidered and embellished with stones, sequins and beads such as the LIV, MISS LACE and MUSE BEADS.

Ash’s iconic white sneakers continue to be a must-have and are updated with multiple straps as seen in CLUB, star prints in MAJESTIC, studs in PLAY and sporty perforations in SPIN. And for the beach, the metallic gold and silver SCREAM slides make the ultimate style statement.

We’re ready for the new season – Are you?

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