Lucky Brand and Laura Ashley Unveil Second Collaboration
Lucky Brand and Laura Ashley capture the essence of the “soft girl” aesthetic in their second collaboration that launched on Thursday.
The collaboration unites the DNA of both brands for a nostalgia-soaked range of quilted and patchwork denim and romantic floral textiles.
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Key items include a vintage-wash jean jacket with quilted front panels, white jeans with a quilted flower pattern and a patchwork button-down denim shirt. Other items include peplum tanks, a blouse, drawstring shorts, shortalls and a dress printed with quilt patterns.
Currently, Laura Ashley offers a complete range of lifestyle products, including home furnishings and accessories, women’s sleepwear and accessories, children’s apparel and hospitality experiences.
Established in London in 1953, Laura Ashley exploded in the ’70s and ’80s with style icons like Princess Diana wearing its fashion. Now owned by Gordon Brothers, the brand’s ultra-feminine, floral aesthetic became the blueprint for the cottagecore aesthetic that brands such as Ganni and LoveShackFancy propelled to lofty pandemic heights.
Millennials and Gen Z consumers have become acquainted with the 70-year-old heritage brand through its collaborations with Urban Outfitters, Batsheva and Lucky Brand.
Lucky dropped its first collection with Laura Ashley in March, offering corset tops, patchwork jean shorts and button-down shorts, embroidered shortalls, laser-printed floral denim jeans and jackets and more.
At the time of the launch, Lucky Brand CEO Natalie Levy described the collaboration as “an exciting opportunity to emphasize our combined commitment to quality, comfort, and style while creating apparel people will want to love and wear for a long time.”
The second collaboration is available now in Lucky Brand’s stores and on both brands’ websites.
