Ashley Herbert from French Freddie. Image supplied.
Womenswear label French Freddie is a family affair, created by sisters Ashley and Courtney, and their mother Susan Herbert. Launched in 2018, the brand was inspired by the sisters’ love of Parisian style and fulfilled a lifelong dream of Susan’s to create a fashion label after many years working in the fashion industry. French Freddie combines the women’s backgrounds in fashion, interior design and marketing, with the aim of empowering women to look, feel and be successful. Their collections are primarily designed by Ashley Herbert who has a background in fashion design and an eye for sophisticated style.
We caught up with Ashley to find out more about her family’s brand, what inspires her and what you would never catch her wearing!
Tell us about your latest collection?
Our latest collection shows how the structure of lines and trims can balance effortlessly with feminine touches such as bell cuffs and ruffled sleeves.
What made you become a designer?
I have wanted to be a designer since I was age 5! Clothes have always been my way of expressing my creativity and identity.
What inspires you?
I get inspired by women who push the limits with styling by pairing things you wouldn’t think would work yet somehow do.
I am also inspired by interior design, a route I was initially going to take before fashion took the lead. Much of the structure in my designs is influenced by modern architecture. I’m inspired by my own mother and sister too, and feel so privileged that we have been able to develop French Freddie together.
Looks from French Freddie’s current collection.
Describe your personal style and how it influences your designs?
My designs are influenced by what I feel is missing in my wardrobe! I dress fairly simply, yet covet unique items that have clever details to make it feel a bit special. The pieces I design have a lot of thought and purpose behind it with the key motivation being that when women wear our clothes, they feel effortlessly chic.
What is your all-time favourite purchase?
My Tag Heuer watch, as it reflects timeless (pun intended) elegance with a classic twist. It lifts every outfit and is an investment piece I’ll have forever.
What wardrobe item should everyone invest in?
A classic white shirt with a twist, it can be dressed up or down depending on the occasion.
Do you have a style rule you always obey?
Only wear an outfit that feels right for you. It is immediately obvious when someone is trying to wear something because it’s on trend. Feeling confident in your outfit choice can shift your entire energy and affect your day.
Looks from French Freddie’s current collection.
What has been the highlight of your career so far?
Having customers return to purchase more of our clothes and hearing their positive feedback about how they style them!
What can’t you live without?
A classic blazer!
Finish this sentence – You would never catch me wearing…
CROCS!!! Even if Justin Bieber endorses them!
Images supplied.