In 70th year, Laura Ashley links with vintage brand Joanie on capsule

Heritage fashion brand Laura Ashley and vintage clothing brand Joanie have launched a capsule collection.  Laura Ashley, which is celebrating its 70th anniversary year, provided Joanie access to its expansive fashion archive, inspiring the 29-piece collection.

Given the wide choice of classic prints — from Ffion Blackberry to Peacock Damask, and Victorian-Edwardian silhouettes — the range “captures Laura Ashley’s signature romantic aesthetic” across dresses, shirts, jumpsuits, jackets and accessories.

Key pieces include velvet party dresses, floral prairie dresses and Edwardian-inspired high-neck blouses “harnessing the growing consumer demand for fashion that evokes nostalgia… celebrating styles from the past, while offering a fresh take with new fabrics and inclusive sizing”, they said.

Prices start from £15 RRP and it’s all available online exclusively at joanieclothing.com.

Carolyn D’Angelo, Senior Managing Director of Gordon Brothers Brands and President of Laura Ashley Global, said: “As our fashion licensing operation grows, we’ve been focusing on partners that share our brand values. Joanie has been a true collaborator with this range, and utilised every corner of our archive to design a collection that faithfully celebrates our history.

“These pieces have broad appeal, from younger consumers looking for retro gems to true brand fans seeking Laura Ashley’s iconic styles.”
 
Lucy Gledhill, Joanie Brand Director added: “We’ve dusted off the old catalogues, pieced together photos of fabulous vintage frocks and frilly blouses, and paired them with prints from the Laura Ashley archive to create this capsule of classic cottagecore, modern heirloom pieces and pretty prairies dresses, all with a hint of whimsy and the history that only comes from working with a heritage brand like Laura Ashley.
 
“We’ve picked our favourite styles from the seventies, eighties, and nineties and given them a fresh start in organic cotton with inclusive sizing — and we’ve used up all the offcuts to make the accessories.”