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Laura Ashley Partners with Joanie

Laura Ashley Partners with Joanie

Laura Ashley, which is celebrating its 70th anniversary year, has partnered with vintage clothing brand, Joanie, on a capsule collection. 

The heritage brand provided Joanie with unrivalled access to its iconic archive to inspire the 29-piece collection, which includes dresses, shirts, jumpsuits, jackets and accessories. 

Utilising classic prints from Ffion Blackberry to Peacock Damask, and Victorian-Edwardian silhouettes, the range captures Laura Ashley’s signature romantic aesthetic.

It features velvet party frocks, floral prairie dresses and Edwardian-inspired high-neck blouses, harnessing the growing consumer demand for fashion that evokes nostalgia.

The collection celebrates styles from the past, while offering a fresh take with new fabrics and inclusive sizing.  

The launch continues Laura Ashley’s licensing expansion into fashion and cements its authority as a British brand with timeless appeal. 

Carolyn D’Angelo, Senior Managing Director, Gordon Brothers Brands and President of Laura Ashley Global, says: “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. We look forward to engaging new customers, across every generation, through this partnership.” 

Lucy Gledhill, Joanie Brand Director said: “As a child of the eighties, Laura Ashley has been in my wardrobe and all on my bedroom walls for as long as I can remember. While most kids pored through the Argos catalogue, the seasonal Laura Ashley Book was my Bible. 

It’s been such a lovely project to work on with the team here at Joanie. 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.”

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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