The narrative of Williams’s collection imagines a group of six Goddess-type figures who remain pure and unhindered by the constraints of advertising and corporate power. They dress to celebrate their bodies in a way that they dictate. Maddie Williams’s collection celebrates feminine strength – she questions why women should conform, for example when they broaden their shoulders in order to appear strong. Williams’s ‘Goddesses’ seek to return the world to a more holistic way of living. The organic styling of the collection reflects an ideal of living in harmony with the Earth. It also seeks to ‘rebalance’ feminine energy with the masculine.

William’s visual signature as a designer is very distinctive. She employs highly structured, exaggerated silhouettes and the clothes are often made with textural, innovative, and often recycled textiles. The collection is made of reclaimed or renewable materials such as unwanted Royal Mail plastic sacks and being hand crafted or embellished wherever possible, renews these ‘old’ textiles. Plant-dyed British wool also features heavily to create Williams’s work.