Fashion East Darling Ashley Williams Returns To London Fashion Week

Ashley Williams is making a big comeback as she returns to the London Fashion Week schedule. She was announced as the latest recipient of Fashion East’s XLNC programme, an initiative that looks to support its presitgious alumni in empowering and expanding their brands. The XLNC programme, founded by Lulu Kennedy and Raphaelle Moore in 2022 in partnership with UGG, will provide Williams with a £20,000 grant and an unspecified ‘significant investment’ into the production costs of her SS24 catwalk show, which is set to feature exclusive Ashley Williams x UGG styles. 

Beloved for her quirky, whimsical designs, SS24 will mark a significant return for the brand, as the 10th anniversary of its debut show. Williams had previously paused production during the pandemic and last presented a collection in February 2020.

Williams comments: “As the Ashley Williams brand moves into its 10th anniversary year, it’s a huge honour to return to the catwalk under the XLNC banner. UGG is a brand I’ve wanted to work with for years but never found the right opportunity. Their support has made this Fashion East homecoming show possible, and couldn’t be a more perfect collaboration for us.

I want to express my heartfelt thank you to our customers, fans, and Fashion East for their decade-long support, and for continuing to be a part of the brand’s journey and family. And thank you to UGG for making this whole venture possible.”

Lulu Kennedy MBE, Founder & Director of Fashion East, says:  “Ashley is a hugely talented designer and a whole vibe – what she creates we want to wear – it’s as simple as that!  She was always my ‘never miss’ show at LFW and her garments are among the most worn in my wardrobe, so it’s a huge thrill to celebrate her return to showing this September on our XLNC programme. Massive shout out to our partner UGG for making this magic happen.”

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