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Laura Ashley brand makes its return to the fashion category

Laura Ashley is back in the fashion category – unveiling a new 47-piece spring collection launching online this month and with Next.

The collection draws on the heritage brand’s signature prints and is influenced by its archive from the 50s and 60s, reported The Industry.Fashion.

It includes dresses, blouses, trousers, shorts and skirts with classic patterns such as Salterbeck Posy, Linaria, Wild Cherry and Camelot featuring.

The new collection has been produced in partnership with Laura Ashley and Next and was facilitated by IMG, which acts as its licensing representative for fashion in the UK, Europe, Australia, New Zealand and Asia.

“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,” commented Carolyn D’Angelo, senior md at Gordon Brothers Brands and president at Laura Ashley Global. “The range will cement our position as a leading global lifestyle brand and help us reach new customers across the UK.”

The return to fashion follows the acquisition of the Laura Ashley brand by Gordon Brothers in 2020. As part of that deal Gordon Brothers acquired Laura Ashley’s vast archive, featuring 98,000 pieces.

Following the acquisition, it secured a deal with Next to launch homewares across its stores, while IMG was brought on board to expand homewares globally and make a return to the fashion category.

The Laura Ashley brand has a bumper crop of nominations at this year’s Brand & Lifestyle Licensing Awards, which are taking place on Thursday 25 April at the Royal Lancaster London.

You can check out the full list of finalists here.

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