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Laura Ashley, two words always identified with pretty floral prints and fabrics, is one of those British brands that evokes feelings of warm nostalgia.
Whether it’s a pink cotton dress or some pea-style curtains, chances are your wardrobe (and home) was once filled with the classic styles that became so iconic in the 1970s and beyond.
When it went into administration in 2020, only children’s clothing and household goods remained, leaving the rest of the business aside. Now, after four years in the wild, a new womenswear collection is launching that harkens back to Laura Ashley’s heyday, but has been perfectly updated to reflect modern tastes and feel fresh and relevant.
This long tiered dress from Laura Ashley’s new collection comes in a signature floral print and retails for £85.
This new matching linen set offers a more modern silhouette compared to a similar dress from 1987. The shorts cost £38 while the top retails for £34.
If you’re a fan of prints intrinsically linked to the brand, you won’t be disappointed: these have been reworked into prairie dresses that perfectly tap into this season’s bohemian trend.
You can’t go far wrong with an off-the-shoulder maxi in a paisley print copied from a wallpaper print, or a nostalgic ruffle sleeve incorporated into a brighter, bolder look that strays from the pastel favorites of yesteryear.
However, if you think that floral dresses belong to the past, you should know that the new collection is not just about dresses. Pairing shorts and top sets that offer more modern silhouettes will look stylish together and practical separately.
Drawing inspiration from Laura Ashley’s enormous archive was key to shaping the new collection, updating vintage styles into those designed to appeal to a younger generation of fans.
Gone were the big bows and fluffy petticoats; In their place are more revealing spaghetti straps and open backs. Where there used to be an apron dress (presumably to store your sewing kit), there are now (for the first time) wide-leg denim jeans in the softest wash blue, or slim-fit chinos with a cropped ankle that scream city break. .
But fear not, some old favorite ways still exist. They know that a belted shirt dress with a cut that flatters the hips and thighs has as much place in our wardrobes today as it did then. The same goes for a simple cream-colored shirt that goes with almost anything.
Laura Ashley was an early pioneer of natural fabrics and with sustainability now the motto of many fashion brands, this has never been more relevant. Look for breathable white blouses, now with lower necklines and more subtle puff sleeves, all in cotton certified by the Better Cotton Initiative.
The new range stays true to traditional prints, such as this dress from 1993, with a puff-sleeved shirt costing £42 and slim-fit chinos for £58.
Now’s the time to embrace the traditional brand again, with this £70 printed dress putting a modern twist on a classic Laura Ashley silhouette.
However, in these difficult times for our high streets, it is not enough to focus solely on environmentally friendly fabrics. Equally inclusive is the sizing, from 8 to 22, and budget consideration, with everything priced between £32 and £85.
So now is the time to re-embrace this traditional brand, which combines the old with the new, the fun and the classic, and everything is still charmingly rosy.
- Laura Ashley is available from April 17, exclusively on next.co.uk