Ashley Williams SS25 Says "The Cycle Repeats" And We Never Grow Up

Ashley Williams has long been celebrated for her playful, kitschy and ironic designs, blending a sense of naive charm with bold irreverence. For Spring/Summer 2025, her London Fashion Week collection felt deeply personal and showed an evolution in her aesthetic. Titled "The Cycle Repeats," the collection delves into the bittersweet process of growing up, especially when you're unsure how. Inspired by the internet's ubiquitous phrase "I'm just a girl," Williams crafts a narrative that unfolds in three distinct phases, each capturing the anxiety and stress of the transition from girlhood to womanhood. The result is both relatable and poignant, reflecting the emotional complexity of coming of age in today's world.

From the soundtrack to the whimsical accessories, Williams nails down three chaptered emotions: anger, idealization and immaturity. The journey begins with frustration, where emotions become a defense weapon to protect her vulnerable self. In the next phase, emotional struggles give way to a fantasy of effortless self-care. You know that feeling, when you are so low that you're bed-bound for days? Williams captures this spotlessly, as seen in the accessories and hair design.

The third and final phase ushers a return to childhood. This nostalgic journey is beautifully underscored by a remixed soundtrack enhancing the show's emotional depth. The music serves as a poignant backdrop, amplifying the blend of nostalgia and melancholy that defines this evocative finale.

Scroll down to read more about "The Cycle Repeats."

WHERE: The show took place in a small, white-carpeted venue in the heart of London, instantly evoking the intimate feel of a young woman's bedroom -- pristine yet oddly impersonal. The spotless surroundings, so meticulously maintained, hinted at a place inhabited by someone who neglects their own well-being, almost like a hospital room sanitized beyond comfort. This unnerving contrast between sterile cleanliness and emotional detachment deepened the eerie atmosphere, amplifying the unsettling nature of the concept.

SEE: Overly immature and incredibly childish naive patterns alongside... adult baby rompers? Williams didn't hold back and emphasized the narrative she aimed to tell. One of our favorites features a cream-colored mini dress with short sleeves and a pleated hem, adorned with a striking black-and-white pixelated graphic of a face on the front. The dress has a doll-inspired touch with black embroidered details on the collar. Yellow leggings with a ticket-like print peek out beneath the dress adding a playful yet naive layer. The look is completed with thigh-high grey socks, scrunched down at the knees for a comfy feel, and flat shoes with a printed pattern.

The narrative was told not only through the pieces but also through hair and makeup, where every model wore wigs completed covering their eyes, giving the sense of overgrown hair, yet kept incredibly tidy, through the magic of a child's plastic comb, which was used a hair accessory on top of the wig.

HEAR: Opening with Britney Spears' "Overprotected" followed by a reverbed soundtrack of Hannah Montana: The Movie including songs like Miley Cyrus' "The Climb" and one of Taylor Swift's earlier tracks, "Crazier" with rain in the background gave the feeling of being trapped in a bedroom, reminiscing on the care-free days as a young teen, while facing the reality of adulthood.

TOUCH: Incredibly soft fabrics that wrap you in nostalgia and comfort. Think plush bunny pajama pants so cozy they feel like a warm hug, hospital-style gowns with a lived-in softness and knee-high polka dot socks that are irresistibly cushy. Each piece whispers of childhood, inviting you to embrace the timeless joy of never fully growing up.

Click the gallery to check out the whole collection.

In more London Fashion Week runway news, read about Sinead Gorey's SS25 "High School Prom" show.

Click here to view full gallery at Hypebae