Laura Ashley Debuts Girls Dress Line

Designs reflect brand’s fresh twist on classic style

Laura Ashley continues to enhance its product line by partnering with leading dress manufacturer Pastourelle to develop a collection of formal and casual dresses for girl’s age newborn to 16. The initial launch of special occasion dresses for better department stores debuted during market week, August 2-6, at Pastourelle’s Showroom located at 240 West 37th Street in New York.

Laura Ashley girl’s dresses have been sought after since their introduction in the late 1960’s. Available at retail in spring 2011, the new line offers mothers and daughters a contemporary twist to classic style and captures the essence of the brand in playful palettes, sweet florals and soft fabrics. “We are excited about the expertise Pastourelle brings to our product line,” said Vice President of Licensing Penne Cairoli. “Pastourelle is well known throughout the industry for producing an incredible array of girl's dresses.”

Pastourelle Owner and Designer Fran Arazi is in many ways similar to Laura Ashley herself-- a devoted wife and mother and accomplished designer of beautiful feminine styles. “I always loved the label and admired Laura Ashley as a person and a designer,” said Arazi. Cairoli added, “The brand is such a good fit for Fran’s design aesthetic. She has a natural understanding of the brand and what customers expect from Laura Ashley.”

It was the birth of Arazi’s daughter Julia that inadvertently sparked her career as a designer. While living in Israel and working as a psychologist, Arazi found inspiration in the beautiful baby gifts given to Julia. Arazi embraced the opportunity to sell such fine cotton dresses in the U.S. and quickly launched her business from home with the help of her family.

Today, Fran’s daughter continues to influence the business. Julia, whose profession as an actress affords her the flexibility to contribute to the business, exclaims, “The best part of the family business is just that-- working with my mother and watching her shine. In addition to her amazing talent, she’s committed to her values. She will not cut cost that compromise the product.”

Together the Laura Ashley and Pastourelle dynamic will offer discerning mothers a perfect combination of quality and style.

About Pastourelle
Pastourelle is a widely recognized manufacturer of girl’s dresses and sleepwear for private label programs for department stores and specialty retailers, as well as their own confections under Marmellata and Pippa & Julie brands. In addition, Pastourelle has the license for Fancy Nancy. For additional information or for showroom appointments, please contact Glen Gold at 212-594-7400.

About Laura Ashley
Laura Ashley, Inc., headquartered in Fort Mill, S.C., focuses on licensing the Laura Ashley brand name in North and South America. The company strives to be the ultimate destination brand for home furnishings, women’s wear and children’s wear. Current licensees include Russell Newman, Hollander Home Fashions, and The Bon Ton. For additional information visit www.lauraashley-usa.com.

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Suggested retail price for formal dresses is $46-79.