Paging 1999! Laura Ashley Teams with Urban Outfitters on Exclusive New Clothing Collection
The 26-piece line includes whimsical blouses and floral babydoll dresses
In honor of its 65th anniversary, Laura Ashley is partnering with Urban Outfitters to launch a whimsical collection of ultra-feminine items for your closet and home.
The iconic brand, best known for its prairie-inspired floral designs, has made a major comeback by partnering with retailer to provide customers with romantic, girly and vintage-like pieces all under $130.
“Our style is constantly evolving to remain distinctive and inspirational, while evoking the British countryside and a timeless mood. The collection includes a feminine take on prairie dresses, and a nod to Victorian styles that have long been an inspiration for Laura Ashley,” the brand’s president, Penne Cairoli, tells PEOPLE exclusively.
This marks the second collaboration between Laura Ashley and Urban Outfitters. The label and retailer first served some serious ’90s nostalgia when they teamed up in Aug. 2018 with a capsule clothing collection, before expanding the line and incorporating home products for the second drop. Laura Ashley’s 26-piece line features a classic organza babydoll dress with puffy sleeves, floral crop tops, ruffled shorts, retro one-piece swimsuits and a dreamy sheets set.
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It was a no-brainer for Laura Ashley to partner with Urban Outfitters. Cairoli says: “Urban Outfitters really has their finger on the pulse of their customer and they work hard at delivering new trends and perspective that is unique to [them]. Their design team mined our rich Laura Ashley archive in London and adapted our designs to the modern market for a new generation of shoppers who haven’t worn the brand since they were little.”
So far, customers’ response to the collaboration has been overwhelmingly positive, she adds. “From our romantic past to our inspiring future, the Laura Ashley story continues to grow with this wonderful new collaboration from Urban Outfitters. We also love that toile is having a moment thanks to this collection!” Cairoli tells us.
Scroll down to see some of our favorite designs from the collection.