“Someone who appreciates fashion and loves to have fun with it.”
POMMIE GIRL BASIC FULL
She’s full of sass, but is not high maintenance,” says Ashcroft. The SLA girl is someone who wants to look amazing and feel effortlessly cool at the same time. What they want to wear, how they want it to fit and the sort of colors they want to wear it in. “I honestly design with my followers in mind because I feel like, especially with the OG followers, I have learnt so much from them along the way. She designs with her followers in mind and scours Pinterest to keep her finger on the pulse of new trends. Ashcroft’s concept for her label came just as organically as her career.
Predominantly, SLA The Label is a loungewear brand with a focus on tailored oversized fits. “I knew I had to utilize and do something with the following I had spent so many years growing, and by 2019 I had a pretty good understanding of my own selling power from previous collaborations I was lucky enough to have.” Years ahead of her time, Ashcroft saw the gap in the market for high-quality, off-duty attire that is affordable and true to the desired sizing. “I always knew I wanted to do more and have an actual business to call my own, especially after working for other brands for 7 years,” shares the designer. Launching SLA The Label in June 2019, Ashcroft was inspired by her jet-set lifestyle and love for cozy, but put together, airport outfits. “I would upload daily outfits - many of which I now cringe looking back at,” laughs Ashcroft, “but who doesn’t love a glow up moment - and share links to where you could buy those items and little notes about myself, styling tips and anything else I felt like sharing.” Roughly six months later, a savvy 19 year old and a burgeoning blog, the influencer left her retail job and never looked back. Using her blog as a launchpad in job interviews, Ashcroft aimed to showcase to future employers that she had an in-depth knowledge of the then-burgeoning business world of influencers, bloggers and other social media entrepreneurs. While there, Ashcroft started her blog, That Pommie Girl, as a way to set herself apart from other entry level job seekers for a career in fashion public relations. After college, Ashcroft attended the illustrious Fashion Retail Academy in London to find her niche in the fashion industry. Fortunately enough for the young media maven, her hard work and perseverance paid off.
London’s fashion history is as old as the city itself, and within the iconic fashion city is 27 year old, Sarah Ashcroft, an entrepreneur and designer who has always known that fashion was more than just a well-constructed outlet.
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