What makes a good brand? For me, it is knowing what I am buying into. Often, that means I feel like this brand knows me and wants to dress a girl like me. But it also means that I want to be their girl. It's a two way thing.
In the 70s and 80s, a great swathe of young women wanted to be the Laura Ashley Girl. She was pretty, feminine and spent her days romping through fields with ruddy farm lads. Well, that was the fantasy. My Mum was a Laura Ashley girl; she would buy the fabrics and make dresses herself, mixing and matching the ditsy and overblown florals which everyone recognised a mile off. But she was no country bumpkin; she worked in an office in a big city so Laura Ashley was a 'dreamy escape'. In the same way that fashion now emulates the Mod styles of the 60s every other season, Laura Ashley revived the Edwardian styles, 60 or so years after they had first been popular. The fashion dream built by Laura Ashley coincided with Fleetwood Mac and their seminal Rumours album and a general love of all things sweet, laid back and romantic.
|This could be from the 1910s, but it's 1980, by Jane Ashley|
|Uniqlo x Laura Ashley tees. Prices start at £8.50, from 6th Feb|
|Uniqlo have taken prints from the Laura Ashley archive and revived them on tees|
|All Jane's pictures featured her friends and family, and personified the brand- no mean feat|
|Pretty florals on a sweet tee are where it's at for Spring, as showcased at Erdem (image from catwalking.com)|
The tees will be available at Uniqlo from 6th February
All images, apart from tees, are by Jane Ashley and by kind courtesy of the family archives.