Laura Ashley, the renowned fashion brand, is making a comeback in partnership with Batsheva Hay’s eponymous label. While currently known for its home furnishings, Laura Ashley aims to revive its fashion legacy and target upscale shoppers. New York-based designer Batsheva Hay, a long-time admirer of Laura Ashley’s romantic floral fashion, has created a 15-item capsule collection inspired by the Victorian era.
The collaboration includes dresses and separates for women, as well as some replica pieces for kids. The collection is available for purchase on Batsheva’s website, with prices ranging up to $313 and £229. It will also be sold on Laura Ashley’s US site, as well as through retailers like Nordstrom, Net-A-Porter, and Matchesfashion.
Gordon Brothers, a US-based business, currently owns Laura Ashley and has been working diligently to rebuild the brand following the challenges it faced during the pandemic. The collaboration with Batsheva showcases the company’s dedication to its fashion heritage and the contemporary luxury fashion market. So far, the collection has garnered attention from fashion-conscious consumers seeking carefully-curated pieces.
Ann Gordon, Gordon Brothers’ creative director of brand, envisions combining Laura Ashley’s traditional screen printing techniques with modern collaborations. Carolyn D’Angelo, Global Laura Ashley president and Managing Director of brands, has also confirmed the company’s commitment to relaunching its fashion line as part of a larger project.
The collection features prints from the Laura Ashley archive, incorporating modern elements such as contrasting neon collars and mini-length prairie dresses. Vintage enthusiasts will appreciate the collection’s maxi-length smock and tiered dresses. Reflecting the current trend towards homeware, the collection also includes a printed apron and oven mitts. The brand aims to attract new customers who appreciate its vintage appeal while maintaining the loyalty of long-time customers. The modest fashion approach of the collection is expected to resonate with a wide audience.
The collaboration between Laura Ashley and Batsheva Hay marks a significant milestone in the brand’s fashion comeback. By leveraging its rich heritage and blending it with modern influences, Laura Ashley positions itself as an attractive choice for the contemporary luxury fashion consumer. With a thoughtfully curated collection and strategic partnerships, the brand is poised for success in the revitalized fashion industry.
Sources:
– [Batsheva Hay’s website](https://batsheva.com/)
– [Laura Ashley US site](https://www.lauraashleyusa.com/)
