Laura Ashley fell on hard times and stopped producing clothes in March 2020 to focus on interiors. While they have since begun producing again through a partnership with NEXT and other collaborations, the clothing often deviates from the brand’s original identity. Without a strategy to reclaim in-house production and pivot away from diluting partnerships, the company risks losing a core group of young customers drawn to the whimsical, historic, and romantic styles Laura Ashley was originally known for. These silhouettes are increasingly popular with Gen Z and dominating the zeitgeist through the rise of cottagecore, whimsygoth, and period dramas.

I balanced the vast Laura Ashley archive of silhouettes and colors with modern updates, using pattern as a primary differentiator from other brands. To ensure the collection was accessible for the 19–29 target range, I included various lengths and necklines designed to work for a wide variety of body types and life changes.

I used home set styling and the backdrop of Savannah to create two shoots that aligned with the assortment plan. By selecting locations that highlight southern charm, I was able to reference the brand's heritage advertisements, using film photography as a modern, nostalgic complement to the visual identity.