Laura Ashley's Workshops Use Deadstock Fabric to Create New Totes
Laura McQuarrie — December 7, 2023 — Marketing
References: london-post
Laura Ashley is celebrating its 70th anniversary with a free screen-printing event in London, 70 curated artworks to commemorate seven decades, as well as pop-ups across the UK that lean into the brand's "unashamedly romantic" nature.
With the aid of Hackney textile designer Helen Rawlinson, the brand is inviting people to join a workshop to create and personalize their own Laura Ashely original tote bag. Participants will get their choice of prints like Gosford, a signature Laura Ashley print featuring with bold parrot tulips, and straplines like "The Future is Floral" or "Hard Core Cottage Core." These tote bags will be made from deadstock fabric that comes from previous projects such as fabric from the brand's Chelsea Flower Show stand.
With the aid of Hackney textile designer Helen Rawlinson, the brand is inviting people to join a workshop to create and personalize their own Laura Ashely original tote bag. Participants will get their choice of prints like Gosford, a signature Laura Ashley print featuring with bold parrot tulips, and straplines like "The Future is Floral" or "Hard Core Cottage Core." These tote bags will be made from deadstock fabric that comes from previous projects such as fabric from the brand's Chelsea Flower Show stand.
Trend Themes
1. Sustainable Fashion - Reviving deadstock fabric for personalized tote bags showcases a trend towards sustainable fashion.
2. Customization - Offering workshops for personalized tote bags taps into the growing trend of customization in the fashion industry.
3. Pop-up Experiences - Creating pop-up events to celebrate brand milestones reflects the trend of immersive and experiential retail experiences.
Industry Implications
1. Fashion - The use of deadstock fabric and personalized tote bags contributes to innovation opportunities in the fashion industry.
2. Textile Design - Collaborating with textile designers for screen-printing workshops highlights innovation opportunities in the textile design industry.
3. Retail - Organizing pop-up events to engage customers and celebrate brand milestones presents disruptive innovation opportunities in the retail industry.
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