Laura Ashley goes after the millennial market by teaming up with trendy Urban Outfitters for a summer collaboration – and prices start from just £29
- UK brand Laura Ashley is reclaiming florals in new Urban Outfitters collaboration
- The exclusive summer collection will debut on May 7 online and in UK stores
- The nine-piece collection is chic, affordable and prices range from £29 to £89
Home furnishings store Laura Ashley is teaming up with Urban Outfitters for an exclusive summer collection, it has been announced.
The British designer label, known for its classic cuts and romantic prints, has partnered with the trendy and edgy US brand for the new line, which is sure to appeal to the millennial market.
Featuring nine affordable pieces with prices ranging from £29 to £89, the collection promises a Nineties-inspired look for the summer and debuts on May 7.
Laura Ashley will debut a partnership with Urban Outfitters on May 7 for an exclusive summer collection. Pictured: An £85 dress featuring a quintessentially Laura Ashley Print with an Urban Outfitter flair
Pictured: A £49 crop top that will be available from the Laura Ashley and Urban Outfitter collaboration
Straight from the prairie! This £45 baby doll dress features a pastoral motif that screams Laura Ashley. In the photoshoot, the model accessorises with cow-boy boots or trainers to give it an added edge
One piece in the collection is a pink baby doll dress, which features a pastoral motif and sleek black over-sized bow on the back.
Another light blue dress complete with a pretty pink floral print boasts a modern off-the-shoulder design.
One of the more daring looks from the collection is a bright yellow and black co-ord complete with spandex, while a more understated dress with a light blue liberty print is sure to stand out with its ruffled puffy sleeves.
Laura Ashley is renowned for its regular use of floral prints, which have been a staple of the brand across the ages.
In the Eighties, while many women donned power-suits and shoulder pads, the ruffles and flowers from the store offered an alternative.
Princess Diana herself was pictured wearing one of the brand’s £50 shirts for a 1981 photo-call – leading the popular piece to immediately sell out.
The collection, set to debut next week, will be available online and in-store and is likely to be a move made by Laura Ashley to appeal to a younger demographic.
Ruffling a few feathers! This £34 see-through top falls right between the world of Laura Ashley and Urban Outfitters
All in white. A £49 white dress with a square collar also features in the collection, which will debut next week
Feeling blue! This cute £42 liberty dress embodies one of the biggest trends of the year with its modern cut and romantic sleeves
Ultra modern! This £32 co-ordinated look features tight bike shorts with a vibrant yellow floral and green leaf print
The off-the-shoulder dress is updated with a Laura Ashley print. It’s paired with trainers to give it an even more bohemian chic appearance
‘We collaborated with Laura Ashley to respond to the increased demand for vintage-inspired pieces from our customer,’ said Malika Zagzoule, Womenswear Buying Director at Urban Outfitters.
‘The nine-piece collection is also a nod to some of the most coveted trends for SS19 including square necklines, exaggerated sleeve detailing and prairie-inspired femme dressing.’
He continued: ‘All of the pieces in the range have been designed in classic Laura Ashley prints to rework the brand’s aesthetic with a modern day twist appealing to a new generation who can experience the world of this sought-after 90’s brand.’
We would style the range with chunky summer sandals, such as our Tevas or Dr Martens, and a Perspex bag for an effortless summer look.’
Flower power! The exclusive collection will be available online and in-store from May 7
Ruffling feathers! Exaggerated sleeves and collars are one of the biggest trends of the summer, according to Urban Outfitters
Beauty is in the detail! Laura Ashley has made a name for itself with floral prints. It’s likely the new collection will capture the attention of millennials this summer
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