Studio Ashby designs fashion store for Casely-Hayford

Husband-and-wife team, Sophie Ashby and Charlie Casely-Hayford combine the worlds of fashion and interior design in their first joint project

Charlie Casely-Hayford and Sophie Ashby
Photography Tom Dunkley

Tasked with overhauling the Casely-Hayford fashion store on London’s Chiltern Street, Sophie Ashby, who is married to Charlie Casely-Hayford and founded her interior design practice Studio Ashby in 2014, turned to their own home for inspiration.

Casely-Hayford fashion store
Photography Alexander James

‘It sounds disgustingly perfect, but we do have the same style,’ she laughs. ‘It was actually a very normal designer-client process, but if Charlie wasn’t sure – “are we really going to do a fitting room in mustard yellow?” – I could just tell him to trust me.’

Casely-Hayford fashion store
Photgraphy Alexander James

With antique and flea-market-found furniture, accessories picked up on their travels, an eclectic mix of artwork and said changing rooms painted in a rich, inviting tone, the space feels like somewhere you could happily spend the day. ‘It’s as if you’re walking into our world,’ says Casely- Hayford. ‘Some of the furniture is from our home, and the mustard colour comes from my parents’ living room.’

‘A LOT OF THE ART IS FROM OUR PERSONAL COLLECTION – SOME OF IT WE’VE LITERALLY YANKED OFF THE WALLS’

Casely-Hayford fashion store
Photography Alexander James

‘A lot of the art is from our personal collection – we’ve literally yanked some of it off the walls,’ says Ashby. ‘It’s a mix that is representative of what we both love and how we like to live.’

Casely-Hayford fashion store
Photography Alexander James

The collaboration has somewhat evolved the brand into that of a lifestyle store rather than just the contemporary fashion tailoring it’s known for. Will the pair team up again? ‘We do keep talking about it,’ they say, cryptically. casely-hayford.com; studioashby.com

This article first appeared in ELLE Decoration February 2019

Advertisement - Continue Reading Below