Laura Ashley Selects IMG

Agency will help develop the apparel brand’s fashion and lifestyle products worldwide.
License Global

April 14, 2022

Laura Ashley x IMG

Apparel brand,

Laura Ashley

, has appointed IMG to expand its fashion, home and lifestyle products that reflect the British heritage brand in a fresh, modern way in Europe, Australia, New Zealand, China, India and the Middle East. 

The multiyear deal will see

IMG

work with the brand to create new apparel, footwear, accessories, beauty and homeware items through curated licensing and retail partnerships and collaborations.  

Founded in 1953 in Pimlico, London, by the husband-and-wife team of Bernard and Laura Ashley, the brand began with printed fabrics and headscarves. It became internationally renowned for materials, home furnishings, apparel and accessories adorned by its signature designs, prints and patterns.  

Laura Ashley relaunched a home collection in 2021 with its leading retail partner, NEXT, on a dedicated e-commerce platform and in over 50 NEXT stores across the U.K.  

“We are excited to be working with IMG to expand the brand globally,” says Carolyn D’Angelo, managing director,

brands, Gordon Brothers and president, Laura Ashley. “Following the success of our spring home collection relaunch and fall fashion collaboration last year, it is clear there is a strong customer appetite for a new wave of Laura Ashley lifestyle products. We look forward to seeing the first designs of our 2023 fashion relaunch spring to life for the brand’s 70th anniversary and for the next generation of Laura Ashley customers.” 

“For almost 70 years, Laura Ashley’s iconic, quality-led designs, prints and patterns have continued to inspire the most coveted styles and fashion trends around the world,” says Tim Smith, vice president, IMG. “We are eager to leverage this rich heritage and the Laura Ashley archive, comprising more than 98,000 pieces of unique artwork, textiles and footage, to develop relevant new fashion and lifestyle products for existing and new fans of the brand.” 

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