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August 31, 2023
Joanie Clothing is excited to reveal its much-anticipated capsule collection designed in partnership with iconic British heritage brand Laura Ashley.
Drawing upon the rich heritage of the Laura Ashley archive, this limited range combines timeless silhouettes with sentimental vintage prints. Joanie wanted its designs to reflect Laura Ashley’s legacy as a brand, capturing its 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 that are bound to be a hit with fans of the brand and fashion lovers alike.
Famous for whimsical florals and romantic Victorian-Edwardian aesthetic, the team’s have worked hard to hand-pick some of the most iconic silhouettes and prints from the Laura Ashley archive.
The brand-new Laura Ashley X Joanie collection features styles inspired by nostalgia, timeless style, and the Great British countryside, including dresses, shirts, jumpsuits, jackets, and accessories in some of the most beautiful archive prints.
Brand Director, Lucy, says:
“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 pawed through the Argos catalogue, the seasonal Laura Ashley Book was my Bible. I’d sit with my bestie and pick out matching outfits - our ‘Andy Pandy suits,’ as we used to call them, layered over frilly blouses were our favourites. When the Mother & Child collection launched, this meant a whole matching family look: me, my little sister, and our mum looked like an Edwardian picture postcard, top to toe in chintzy florals. Party dresses for special occasions and school photographs, complete with the shiniest patent shoes and padded headbands.
“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.”
Carolyn D’Angelo, Senior Managing Director, Gordon Brothers Brands and President of Laura Ashley Global, said: “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.”
The limited 29-piece collection features a mixture of styles inspired by Laura Ashley designs from the 1970s, 1980s, and 1990s. Fans of the brand will be excited to spot Eryl, a high-neck Edwardian-style cotton blouse designed to be a near-replica of a vintage Laura Ashley original, and Avalon, a classic prairie dress available in three iconic prints.
All the accessories in the collection are limited edition, crafted using deadstock fabric in Laura Ashley’s beautiful archive prints to help limit waste and promote circularity. The Merthyr Quilted Overnight Bag is made with weekends away in mind, designed to fit the dimensions for most airlines’ carry-on luggage guidelines, and the Seren Bow Scrunchies perfectly complement each of the dresses in the collection.
Every single Laura Ashely X Joanie style is made from soft and sustainable organic cotton and is available in UK sizes 8-26.
The Laura Ashley X Joanie collection will be available online exclusively at www.joanieclothing.com, launched 30th August 2023, priced between $18-109.
About Laura Ashley
Established in London in 1953, Laura Ashley is one of the world’s best-loved fashion and home furnishings brands. 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. Gordon Brothers, the global advisory and investment firm, acquired the global Laura Ashley brand, archives and related intellectual property in 2020. For additional information, visit lauraashleyusa.com
ABOUT GORDON BROTHERS
Since 1903, Gordon Brothers (www.gordonbrothers.com) has helped lenders, operating executives, advisors, and investors move forward through change. The firm brings a powerful combination of expertise and capital to clients, developing customized solutions on an integrated or standalone basis across four services areas: valuations, dispositions, operations, and investments. Whether to fuel growth or facilitate strategic consolidation, Gordon Brothers partners with companies in the retail, commercial and industrial sectors to put assets to their highest and best use. Gordon Brothers conducts more than $70 billion worth of dispositions and appraisals annually. Gordon Brothers is headquartered in Boston, with over 30 offices across five continents.
ABOUT JOANIE
Joanie Clothing launched in October 2016, aiming to do things a little differently by creating fun and quirky styles that couldn’t be found on the high street. Underpinned by vintage style, Joanie is inspired by nostalgia, taking the best bits of vintage clothing, and reimagining them for the modern, everyday wardrobe.
The brand’s namesake is a true vintage icon, too - Designer and Brand Director Lucy’s Great Aunt Joanie, who enjoyed nothing more than curling up with a good book and a cup of tea.
As a female-fronted brand, Joanie’s goal has always been to champion women with their own individual style - those who don’t follow every trend, are sentimental about clothing and use style to express their personality.
Joanie’s ethos is to create clothes that make people happy. Whether that comes from a fun slogan, colourful print or surprise pockets in dresses, the Joanie Team think carefully about how styles will bring a smile to the wearer’s face.
Joanie’s small but mighty team has vast experience in designing, fitting, and sourcing garments, ensuring that pieces feel great and fit customers well.
A lot of thought goes into Joanie designs - and that goes for sustainability too. Joanie is committed to becoming a more sustainable brand, by using more environmentally friendly fabrics, making improvements within the supply chain, and working to reduce waste wherever possible.
