Laura Ashley Style

Timeless, boho style is constantly evolving and we'll be seeing a lot of it at the festivals this summer. So, now is the perfect moment to share my love of the romantic, vintage-inspired world of Laura Ashley. As fashion leans into softness, craft, and a sense of story, it’s clear how much this quintessentially British brand resonates today. Laura Ashley’s legacy of natural fabrics, floral prints, and dreamy silhouettes feels more relevant than ever. 

I first discovered Laura Ashley as a small child in the 70s when my mum would take me to their beautiful shop in Chester. A two-storey treasure trove in a timbered period house, it was the emporium of dreams. You could even buy bags of fabric scraps (how sustainable is that now!), and one of my first sewing projects was a patchwork cushion. The shops were always packed—queues for changing rooms, clothes everywhere. My mum, a keen sewer, bought fabric for dresses and home furnishings. My teenage bedroom was a haven of pink and white 'Campion' print: walls, curtains, beanbags, all homemade.

As I got older, I began to crave ready-to-wear fashion over handmade, and I’ll never forget the thrill of my first Laura Ashley ‘ensemble’: a cotton lawn bikini and matching ruffled sarong. I wish I still had it!

In the early 90s, after roles at Fendi, Marks and Spencer, and Jigsaw, I was approached to work for the brand of my childhood. The first two years were joyful—there was a strong sense of community, a family of textile artists, designers, pattern cutters and machinists all under one roof. It felt like a true design hub, rare in the British high street even then. Sometimes I’d visit Carno in Wales, where the clothes were made and the fabrics printed. The best days were spent in the archives, leafing through incredible print books to shape the next season.

Sadly, after the company floated on the stock market, something changed. The love faded. The world was moving into an era of power dressing, and Laura Ashley’s soft prettiness felt out of step. 

Yet I remain deeply inspired by Laura Ashley. I’ve collected vintage dresses and still have sketchbooks from my time there, which I dip into often. One of my favourite pieces is a cream calico and cotton lace dress from the early 80s. The fabric is practical and sturdy, yet the style is wildly romantic—pretty and purposeful. And the sleeves… yes to sleeves, at any age! Especially as you get older and feel less confident about showing your arms.

My grown up daughter now loves Laura Ashley too. One of her favourite pieces is a tiny 70s prairie dress that she wears with chunky boots. That’s the magic of Laura Ashley: these clothes were made for real women. Despite their period references, they were designed to be lived in. Timeless, practical, and beautiful.

I also treasure a 90s silk tea dress I helped design, with a hand-painted floral print. A similar version was bought by Princess Diana—she used to shop after hours at the Kensington branch. It’s a reminder that Laura Ashley created clothes that transcended trends.

I try to carry forward the brand’s original values into my own work: local production, timeless design, natural fabrics, a strong point of view. The sense of community that Laura Ashley fostered—in its factories, among staff, and with customers—is something I hope still exists today in a digital form, through Instagram and our shared love of slow fashion.

What I learned is that to build a strong brand, you must be single-minded. Not everyone has to like what you do—but if you have passion and purpose, you’ll find your audience. Laura Ashley believed in clothes rooted in art, culture, and romance—values I continue to weave into everything I design. Customers often tell me my dresses remind them of Laura Ashley: romantic and pretty, yet practical enough to wear every day. Natural fabrics, washable pieces—and always, always pockets! Laura Ashley dresses had pockets, and I would never design without them.

Perhaps, the current interest in all thing 'boho' is signalling that it’s time to reclaim femininity. It’s okay to wear beautiful clothes, to take joy in how we dress. Today, I’d style those vintage dresses with tough boots and an oversized cardigan—just like those early Laura Ashley photos.

So here’s a small tribute to the brand that helped shape my love of clothes: be rest assured,  I’ll keep designing for contemporary prairie girls and modern romantics of all ages.

Justine x