Introducing Laura Ashley X Joanie!
Created in collaboration with the iconic British heritage brand, this capsule collection is inspired by Laura Ashley’s rich history and extensive archive.
This collection represents everything we all love about vintage Laura Ashley pieces, creating a range of whimsical dresses, shirts, jumpsuits, jackets, and accessories in some of their most beautiful archive prints and their most iconic silhouettes
At Joanie, we always seek to create sentimental heirlooms with a sense of nostalgia, and we have collaboratively designed this collection with Laura Ashley with the idea of ‘future vintage’ at the forefront of our minds - we hope you wear and love these pieces for a lifetime, and then pass them along for someone else to enjoy.
Manufactured under licence by Joanie Ltd. ® & © 2023 Laura Ashley Brands.
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As a child of the eighties, Laura Ashley has been in my wardrobe and on my bedroom walls for as long as I can remember. While most kids pored over 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.
Lucy, Brand Director
Established in London in 1953, Laura Ashley is one of the world’s best-loved heritage fashion and home furnishings brands. Inspired by a traditional handicrafts exhibition at the Victoria & Albert Museum and a recent trip to Italy, Laura and Bernard Ashley began printing textiles, including silk scarves, tea towels, and napkins, using a homemade screen printing machine in their London attic flat in the run-up to the birth of their first child.
The designs were a huge success, so much so that Laura Ashley eventually made the label her full-time job, expanding the business into clothing. Creating whimsical designs influenced by Victorian and Edwardian fashion and the British countryside, the Laura Ashley brand quickly became synonymous with timeless prairie dresses and ditsy floral prints, famously worn by Princess Diana in the 1980s.
Original Laura Ashley pieces are still incredibly sought after today among vintage lovers and fashionistas alike, with the ‘Made in Wales’ label remaining particularly popular with collectors. Their signature romantic florals are instantly recognisable, and their silhouettes remain timeless, capturing the essence of classic, elegant style that has transcended generations.
Drawing upon the rich heritage of the Laura Ashley archive, this limited range combines timeless silhouettes with sentimental vintage prints. With designs that reflect Laura Ashley’s legacy as a brand, capturing their signature romantic aesthetic: from luxurious velvet party frocks to floral prairie dresses and an Edwardian-inspired high-neck blouse, this autumnal cottagecore collection is filled with retro gems to see you effortlessly through the seasons.
Every single Laura Ashely X Joanie style is crafted from soft and sustainable organic cotton and is available in UK sizes 8-26. All our timeless accessories are limited edition, made using deadstock fabric in Laura Ashley’s beautiful archive prints leftover from elsewhere in the collection to help limit waste and promote circularity.
We’re incredibly proud to be partnering with Laura Ashley on this whimsical collection inspired by nostalgia, timeless style, and the Great British countryside.
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Joanie has really brought to life the spirit of Laura Ashley with pieces that blend our signature florals with archival silhouettes for a collection steeped in nostalgia.
The team understands our vision, and shares our passion for looking to the past to inspire new collections. The archive is a central source of inspiration for us, so it’s wonderful to see nostalgic prints and designs reflected in the range, especially in our 70th anniversary year.
Carolyn D’Angelo, Senior Managing Director, Gordon Brothers Brands and President of Laura Ashley Global
Discovering Archive Prints With Laura Ashley X Joanie
To celebrate the launch of our brand-new collection with Laura Ashley, we’re taking a closer look at some of the beautiful archive prints featured throughout the range.
