I’m Serious – AmeliasMagazine

Ashish S/S 2014 by Gabriel Ayala

I’m probably not the first person to tell you that the main catwalk space at Somerset House has been remodelled for the S/S 2014 season. Instead of the archetypal singular catwalk, a horseshoe shape has taken its place. If you’re in the cheap seats, as I inexplicably (!) was, then you only see the models disappear through the second door, leaving you with the glorious sights of shoulder blades and arses. The models only walk past you once. I now realise why a catwalk is a catwalk. Not all pieces are symmetrical, are they? Imagine seeing one side of a frock and thinking ‘yep, that’ll sell. I’ll take 100 please’ only to get it in store to find the other side is smeared in dog shit, or has ‘TWAT’ written up the side, or something. YES I know you’d see a look book or view it in a showroom, but that’s beside the point.

Ashish S/S 2014 by Laura Hickman

Anyway, the set up wasn’t going to stop me enjoying Ashish‘s outing on Saturday. A rare, hedonistic atmosphere filled the air as techno music warmed up the crowds. Inspiration this season came from the off license and tribes, with emphasis on a sportier aesthetic compared to A/W 2013′s smocks and floor-length dresses. Sequins were aplenty as per, but this time appearing on ripped denims, cropped vests and polo-shirt shapes.

Ashish S/S 2014 by Gabriel Ayala

All photography by Matt Bramford

Ashish S/S 2014 by Marina Muun

A riot of patterns appeared across various pieces: zebra, tiger, angular lines, tartans, stripes; no design facet was left unturned. Shoppers, modelled as carrier bags but fashioned in fabrics and sequins, mocked various retail outlets – the ‘Tesco‘ version left attendees in fits of laughter, while the Marks and Spencer-inspired ‘S&M’ brought whoops and cheers. Tribal jewellery and headpieces complimented certain looks and every model was visually stimulating. Ashish‘s is a unique aesthetic that doesn’t appeal to everybody, but certainly appeals to me and my camera.