The demure 1970s dress style is enjoying a surprise revival. But what does covering yourself in flowers and frou frou really mean in the modern era?
Fashion is not immune to nostalgia. But few would have predicted this to be the summer of the Laura Ashley look. Say those words to anyone over 30 and they will probably mention sofas and lamps, before landing on those prairie-style dresses that come with a ruffle, a snow-white bib, and almost certainly a pair of mutton sleeves. Dresses that come in gingham and granny florals, which though grown-up in shape pivot on a studied sort of girlishness. In the US, “Sloane” might be a woman’s name but in Britain, it is a woman in a Laura Ashley dress.
To be clear, Laura Ashley itself is not back. This trend is less about the return of Laura Ashley, and more about its ghost. After all, things aren’t looking particularly rosy for the 66-year-old company; last month, the brand warned that full-year financial results would come in “significantly below expectations”, sending its shares to an all-time low.
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