Laura Ashley to launch stunning new collection, starting at just £29

published 6 May 2019

The classic British label has teamed up with the trendy US brand on a new summer collection.

Laura Ashley's exclusive collaboration with Urban Outfitters launches in stores and online tomorrow. While the British designer label is well known for its romantic floral prints and classically feminine cuts, its American counterpart is known for its contemporary urban aesthetic.

But while they might seem unlikely bedfellows, this nine piece summer capsule collection combines the best of both worlds – with stunning results. Prices start from just £29, with the most expensive items in the range coming in at £89.

The range includes a stunning 1980s-inspired full-skirted dress emblazoned with one of Laura Ashley's iconic oversized floral prints, and an off-white midi dress with a square neckline and a sculptural feel – perfect for summer weddings and days at the races.

Another of the collection's standout pieces is a sheer cover-up with dramatic flounces, which is sure to liven up a basic summer outfit. There's also a romantic high-necked liberty print shirt dress, which could be worn as an Edwardian-style blouse under a longer skirt.

Laura Ashley was founded in 1953, when the company's eponymous founder began printing Victorian-style headscarves after spending just £10 on wood for a screen frame plus dyes and linen. Laura and her husband Bernard opened their first shop in Wales in 1961.

But the brand truly became a sell-out success during the 1980s, after Princess Diana was pictured in a Laura Ashley shirt at a photo call in 1981. This collection pays homage to the brand's 1980s and 1990s heritage with its statement silhouettes, including a shirred back blouse with puffed sleeves, sweetheart neckline and peplum hem – perfect with a pencil skirt for work, and jeans or chinos for weekend wear.

The range also includes three swimwear designs – just the thing for those summer holidays.

Urban Outfitters was founded in Philadelphia in 1970 under the name Free People. It was renamed Urban Outfitters in 1976.

The Laura Ashley + Urban Outfitters collection launches on Tuesday 7th May. Race you to the till.

Samantha Simmonds is a freelance journalist, content writer, copywriter, and editor based in London.

She graduated from Reading University with a First Class degree in Psychology, later achieving a Distinction in her Diploma in Fashion & Personal Styling from The London College of Style.

Samantha is currently creating digital editorial content for John Lewis, writing for The Edit's wellbeing channel. She also writes for publications including Women's Health, Top Santé, Refinery29, GoodtoKnow, Cosmopolitan, Healthy, Health & Wellbeing, woman&home, and Yahoo, and has created commercial content for brands including Berghaus, Amazon, and Regaine.