Laura Ashley's trademark form was the long length silhouette, and the trend of the time worked in Laura Ashleys favour as the fashion style moved form the mini to the maxi skirt at the end of the 1960's.
The labels beginning started with fabrics - and this still holds true today. In fact it was Audrey Hepburn who inadvertently sparked the growth of one of the world's best-loved and most successful fashion and furnishing companies. When Audrey appeared alongside Gregory Peck in the 1953 film "Roman Holiday", sporting a headscarf, she instantly created style that was to become an instant global hit.
At the same time, Laura and Bernard Ashley, were starting to produce tablemats and now headscarves (!) from their flat in Pimlico. On the back of Audrey Hepburn's iconic style, the scarves became hot property and stocked by well known department stores across the UK.
This was the start of the iconic brand that is Laura Ashley today.
Printed fabric became the life blood of the company, inspired by a Women's Institute display of traditional handicrafts at the Victoria & Albert Museum. Laura was disappointed to find that a lack of Victorian designs to embed into her patchworks, so started to design them herself!. In support, Bernard built the printing equipment, creating a great synergy, that enabled the company to grow and develop over the years. All the way through Laura looked after the design with Bernard overseeing the operational requirements.
Laura's designs were for women who were at home, a backlash to the male dominated fashion scene of the 60s. Her style typified a rural idyll, comfortable but stylish and attractive cloithing, suitable for wearing in the home while bringing up a family.
'We normally find that a design will not sell very well unless we have nostalgia of the past about it" Laura Ashley is quoted to have said shortly before she passed away in 1985.