Ashley Williams talks to us about Improve Your Image collection

With the second installment of our Ashley Williams collaboration having just hit Schuh stores last week, we have a chat with the NEWGEN design talent herself to find out all about the range, its influences and inspiration…

Hot on the heels of our Spring/Summer collection with Ashley, which saw RED OR DEAD’s first return to the catwalk in over a decade, comes the highly-anticipated Autumn/Winter collection, named #ImproveYourImage. United by our mutual affection for pop culture and like-minded irreverent attitude, Ashley is the ULTIMATE Red or Dead partner in crime and this second capsule collection reflects that in its fullest form.

The eight-piece range, packed full of textures from high-gloss vinyl and glitter to star-studded lace-ups, follows the theme of Ashley’s Autumn/Winter ready-to-wear collection debuted on the catwalk back in February.

‘It was all about the idea of celebrating the individuality of iconic girls’, says Ashley of the ‘Last Chance to Escape Planet Earth’ London Fashion week show, which was heavily influenced by Ashley’s idea of the importance of female friendship and hanging with the girls who have got your back.

So, if the collection is all about celebrating the power of the girl squad, where does the collection’s name #ImproveYourImage come from? ‘Improve your image is all about identifying with who you are and being yourself to the fullest capacity’, comments Ashley. And we are TOTALLY all for being your kick-ass self so Amen to that!

Going back to the friendship influences, each shoe is named after a girl close to Ashley’s heart. Ashley explains, ‘they’re named after my friends… the shoe named after them is the style I imagine them wearing’.

These include the Eve platform boot in black patent and glitter; the Ellie, a pointed lace-up ankle boot with star-studding; the Alexandra pink glitter heel; the Claudia knee high chunky stacked glitter boot and the Olivia mouse heels to match Ashley’s signature animal bags.

Ashley further adds that she ‘wants the shoes to be wearable everyday but still be special’ and when asked about what kind of girl she can see wearing the styles, she says ‘whatever your style, there is something for everyone in the range’.

So the only question that remains is… which girl from Ashley’s gang will you be?

Shop the full collection exclusively in Schuh stores nationwide or online at

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