Celebrating 70 years of a beloved heritage brand
“Decorating isn’t about colors, carpets and textiles. It’s about expressing your personality.”
~Laura Ashley
Laura Ashley started from humble beginnings in 1953 when the founder and namesake began to explore patchwork quilting.
Laura and Bernard Ashley began screen printing headscarves and tea towels in their modest London flat where her creativity coupled with his business savvy saw immediate success. Over the years the brand would expand into retail, fashion and a full home furnishings collection.
Today, the brand holds a special place in the hearts of those who grew up surrounded by Laura Ashley furnishings, recalling floral print frocks, mommy and me dressing, and childhood bedrooms adorned with distinct patterns. This sense of nostalgia leads mothers and grandmothers to introduce the brand to new generations through vintage-inspired dresses, floral print linens for dorm rooms and collectable dinnerware for entertaining. Laura Ashley’s unique ability to bridge the past and present ensures its lasting appeal and status as a generational icon.
Now celebrating their 70th anniversary, the Laura Ashley design team shares highlights on the company’s success and heritage.
Designed to Delight
It’s hard to imagine a fashion brand from the 1950s resonating with modern consumers, but Laura Ashley does just that. The company’s Head of Design, Helen Ashmore demystifies this ability saying, “the success of designs like Summer Palace, which has seen numerous color variations and adaptations over the years, suggests that consumers seek both the comfort of familiarity and the excitement of new interpretations.” Collaborations with Lucky Brand, Urban Outfitters, Rag & Bone, Barbour and Batsheva bring Laura Ashley’s timeless designs seamlessly into the twenty-first century.
When asked how Laura Ashley’s designs evoke a sense of cottagecore in interior spaces, Helen stated, “Laura Ashley is the epitome of cottagecore. With soft, nature-inspired motifs, Laura Ashley designs bring the outdoors in, creating a sense of serenity and comfort. Charming floral patterns, quaint English countryside scenes, and vintage-inspired styles effortlessly transport us to a simpler, more idyllic time. By incorporating heritage prints into interior spaces, decor feels both cozy and enchanting.”
“Falling in love with the old prints in heirloom quilts is how our business began.”
~Laura Ashley
The 70th celebration collection pays homage to the brand’s history with the revival of iconic Laura Ashley prints from across the decades including the 1990s Bramble design. A true emblem of its era, Bramble has stood the test of time as a beloved fan favorite, now reimagined for a modern customer. The prints Laura Ashley loved will never be out of fashion. They radiate peace and romance, exactly what she felt when she fell in love with heirloom quilts back in 1953. Laura knew that it’s more than just décor when it speaks to your heart.
“We are unashamedly romantic.”
~Laura Ashley
Throughout the decades, the company never sacrificed Laura’s creative vision and its enduring popularity reflects this wise decision. Helen adds:
“With prints being the hallmark of the Laura Ashley brand, every new season of development begins with a look back at our past. The archive is packed with 100,000 pieces of unique artwork, textiles and treasures, all preserved in a working salt mine in Cheshire, England.
As we develop new collections, the design team seeks to blend heritage styles with contemporary trends from around the world. This involves trend research, colour forecasting as well as analyzing best-selling prints, styles and shades. Design mood boards evolve over months, focusing on prints and colour as the core elements around which texture and style are woven. This meticulous approach ensures that each collection seamlessly marries the past with the present, resulting in cohesive and captivating collections for home, fashion and children.”
Currently, Laura Ashley offers a complete range of lifestyle products, including home furnishings and accessories, women’s sleepwear and accessories, and children’s apparel. For additional information and to browse the 70th Anniversary Collection, visit Laura Ashley.
