A long-time parental favourite, laura ashley‘s kidswear has been given a fashion-meets-heritage update via a collaboration with global brand H&M.
The pair have come together to launch a collection featuring floral/classic prints from the Laura Ashley archive for a range of dresses, separates, swimwear and accessories across the babies and kids categories.
Available in-store and online from 21 May, the collaboration “reimagines Laura Ashley’s signature aesthetic through a fresh, playful lens,” the collection introduces a “light, contemporary feel with soft coastal influences, cheerful lemon prints and delicate shell motifs.”
From dresses and matching sets to easy-to-wear separates, swimwear and accessories, each piece has been designed with “comfort, durability and versatility in mind.”
Lightweight fabrics (poplin, voile, crinkle jersey and seersucker) come in a color palette of blues, yellow, white and light pink, and details including broderie anglaise, ruffles and lace trims “ensure the collection is as easygoing as it is fashion-forward.”
The result is a range that “feels both nostalgic and new, capturing the carefree spirit of childhood while staying true to the timeless design values both brands are known for.”
Sofia Löfstedt, head of Kidswear Design at H&M, said: “So many people have a personal connection to Laura Ashley and this exciting collaboration has allowed us to introduce a sense of nostalgia and heritage design to a new generation.”
Helen Ashmore, head of Design at Laura Ashley, added: “In creating this collection with H&M, we’ve reimagined our heritage, reworking some of our most iconic florals and classic motifs with a softer color palette, coastal touches and playful details.”
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