Laura Ashley’s major return to fashion kicks off

The major fashion comeback for Laura Ashley that Fashionnetwork.com revealed last autumn is now happening with the Gordon Brothers-owned label launching the new range into Next stores and online at both Next and Laura Ashley this month.

The collection includes 47 pieces, ranging from dresses to blouses, skirts, trousers, shorts, and skirts, in sizes 6-22. Prices go from £26 up to £85.

Laura Ashley began decades ago as a fashion brand, but in recent years has become better known for its interiors products, despite fashion mounting something of a comeback several years ago under its previous owners. Since its acquisition by Gordon Brothers, homewares have been the key focus so it’s good to see the label securely back in the fashion arena.

The new offer is a mix of vintage and modern style with the brand’s famous floral heritage prints a prominent feature throughout the collection. 

It evolves the classic big prairie dresses and high necks in traditional Laura Ashley styles, still aiming to appeal to the growing consumer demand for vintage fashion, but also adapting to a 21st century sensibility.

The prints, trims, and accents celebrate the brand’s history, “drawing inspiration from the fifties and sixties archives with classic patterns such as Salterbeck posy, Linaria, Wild Cherry and Camelot”.

The company said that “many of these key designs are influenced by much-loved archive pieces, with a technician measuring each dress to ensure the new pieces mirror the iconic fits. The collection also includes a modern twist on seventies silhouettes with a nod to billowing sleeves, ruffles, and tailoring”.

The Laura Ashley link-up with Next was facilitated by IMG, the brand’s licensing representative for fashion in the UK, Europe, Australia, New Zealand & Asia.

Carolyn D’Angelo, SeniorMD at Gordon Brothers Brands and President of Laura Ashley Global, said: “Fashion has always been a key pillar for the Laura Ashley brand, so it’s a huge moment for the business that we’re introducing this new collection.

“The range will cement our position as a leading global lifestyle brand and help us reach new customers across the UK.”