Since the 2020 racial reckonings called for more diversity across industries, we’ve seen a rise in BIPOC-owned businesses — especially in fashion. From Luar and Brandon Blackwood’s mastery of accessories to Hanifa and Kai Collective’s flair for figure-flattering clothing, the industry’s creativity continues to evolve. While these household names deserve their flowers, one designer merits them just as much: Ashley Ciriaco.
In case you aren’t already hip to the icon-in-the-making, the 25-year-old launched her namesake label just five years ago amidst the chaos of the pandemic. While the world was in shambles, the Georgia-born creative found solace in designing the bag that would change her life. “After getting a thousand-dollar refund from Berkeley College, I started looking for a manufacturer,” Ciriaco tells GU. “I sent her my first sample, which was very rough, and she made me my first fifteen bags. I posted them on Twitter, and it went viral — that was my sign to forget retail.”
Ciriaco bet on herself, using her refund and an investment from her best friend to officially launch the It-girl brand we know and love today. Leaving a steady job to become her own boss during a global crisis is no small feat — but it speaks to the unapologetic New York attitude she inherited. Though born in Atlanta, Ciriaco spent much of her childhood in the Bronx visiting family, where she absorbed the fearlessness of native New Yorkers. She also drew inspiration from her cousins’ wardrobes and iconic shows like Sex and the City (Charlotte is her favorite) and Gossip Girl, building a foundation for what would become a standout brand. “My mom would knock out, so I’d sneak and watch SATC, paying attention to the shoes and clothes,” she says. “I’d sketch on little sheets and trace them over magazines to practice silhouettes nonstop.”
This go-getter mentality laid the groundwork for her most revolutionary design — the Ashley Baguette. Born during one of the toughest times in her life, the bag was dreamed up during Ciriaco’s freshman year, when she experienced homelessness and often slept near Chelsea Piers. One night, after spotting a crescent moon, she sketched a purse on a mannequin for class to cope. “My ex at the time said it would be a cool piece and suggested I leave it asymmetrical — that’s how the Baguette, then known as the Ashley bag, was born.” A moment of crisis became the start of her destiny.
Fast forward to today: Ciriaco’s designs are beloved by fashion lovers and celebs alike — from NYC style girls to Chloë and Blue Ivy Carter (a moment she’ll never forget “on Beyoncé’s internet,” she laughs). Her work has been featured in ESSENCE, Cosmopolitan, British Vogue, and most recently Complex. She’s also expanded into jewelry and footwear — creating earrings with her signature baguette silhouette and sneakers — even landing a custom embellishment kit collab with Nike.
Despite her buzz, Ciriaco is all about making her supporters feel like VIPs. “Even though I’m a small brand, I want people to feel one-of-one when they wear Ciriaco,” she says. “I’m not chasing trends — I want my pieces to be timeless, the way people still wear Chanel suits today.”
Even as she hits milestones, Ciriaco emphasizes staying true to yourself. She’s still running the brand solo, and while the Blue Ivy moment was thrilling, it reminded her to move at her own pace. “It’s true what they say — comparison is the thief of joy,” she says. “Don’t feel like giving up just because someone else made something yesterday and already hit their first billion.”
Ciriaco is also committed to championing inclusivity. “I want more brands to really cater to plus-size women — not just Coke-bottle shapes. I want to see more disabled people represented too. Just because someone can’t walk doesn’t mean they can’t model,” she says. She’s walking the talk with plans to expand into apparel this year — from dresses to cargo pants to reimagined lingerie, with sizing and styles for everybody.
With her track record and clear vision, Ciriaco’s brand is more than just another NYC It-girl label. “I’m honored to be associated with It-girls, but I want to create my own category,” she says. “I don’t know what the title is just yet, but once it’s here, everyone will feel it.”
Ashley Ciriaco isn’t just the girl from Georgia behind another viral fashion brand — she’s a boundary-pushing maverick redefining what legacy looks like in fashion. And she’s just getting started.