Meet Jesenia Ram, a key member as Head Designer of Rachel Ashwell Shabby Chic Couture.
Our design team recently rediscovered our Somerset print, a longtime Shabby classic-- originally launching 7+ years ago in a red colorway. We felt inspired to launch a dreamy blue variation, just released in our shops and online.
Jesenia and I sat down to have a chat about the initial inspiration for the print.
RA: How would you describe our design process?
JR: Every design starts in a different way - a dream, a film, a feeling, a color, a pattern or a place--endless possibilities. When it comes to prints, more often than not, I start with a color story. There’s something so important about color as it’s the first thing you notice about anything. This collection in particular started with inspiration from a vintage blue floral wallpaper Rachel shared with me. She’s always an integral part of the process – collaborative and hands on.
However you decide to start the design process, you have to find a way to make it grow. Finding and creating the perfect pattern is usually my next step. From there, I like to think of the person, the place – where does this belong? Find the story within and release the vibe. A mood board is essential at this point. Pinning pictures, design drawings, fabric, tat – anything goes. Not only does this help organize your thoughts, but It’s how the story comes together and is brought to life. It’s how you can share your vision before it’s a reality. I love incorporating a person, a scene or a place, a photo for mood or vibe that doesn’t really show anything, but just gives you a feeling. Building the who, what, where and wrapping you up in a moment.
All I know is in the end if I want to be that girl and go to that place and live in that bed and I find myself envying the world that was created, then I’ve done good.
Images from our Somerset Blue mood board:
RA: We wanted the collection to feel fresh and crisp, inspired by images of breezy summer mornings and the colors of the Greek islands. Think Mama Mia (one of my favorite aesthetic references for cool beachy vibes) meets English garden...
Initial artwork from our design team:
RA: After much back and forth, we finally landed on two new color variations-- one with a clean white background and another pale-blue overdyed version. I'm loving the final product of this concept, we hope you will you too.
The white background will be an online exclusive and the blue overdyed version will be available both online and at our Rachel Ashwell Shabby Chic Couture shops.