Laura Ashley, one of Britain’s most recognisable lifestyle brands, is marking what would have been founder Laura’s 100th birthday by investing in the future of design and creative thinking, partnering with emerging talent both across the UK and internationally.
As part of its year-long centenary celebrations, the brand is working with students at Swansea College of Art, part of University of Wales Trinity Saint David, reflecting Laura Ashley’s enduring commitment to nurturing creativity, honouring its heritage while encouraging new interpretations of the brand for a global audience. This builds on existing initiatives that the brand is involved in, including their ongoing sponsorship of the Laura Ashley Lifestyle Award at the New Designers show, now in its third year.
The collaboration sits alongside other key moments in the centenary year, including archive-led storytelling, special events and the opening of the brand’s new flagship store last year at Lakeside Retail Park, Thurrock.
Laura Ashley first found inspiration in traditional quilts and handcrafted textiles and, as the brand started to expand, moved to Wales, building a community based around the various methods of manufacture. The UK collaboration sees students from Swansea College of Art’s Surface Pattern and Textiles course responding to a live brief created by the brand’s design team. The project was launched with a surprise birthday tea party for students, setting the tone for a celebratory and hands- on partnership that places heritage, craftsmanship and innovation at its heart.
Students were invited to explore the brand’s extensive archive, with a research visit to London back in October 2025. After presenting their evolving concepts to the Laura Ashley team, who visited the students earlier this month, Sarah Davies was announced as the overall winner with her collection, Regency Romance. A series of hand-painted watercolours, adapted digitally, Sarah’s project reflects the ongoing appreciation for period-inspired pattern and print, bringing together her own take on a favourite trend for consumers. As part of the award package, Sarah receives a mentorship from the Laura Ashley team, tailored to her needs and geared towards her ongoing development and entry intothe creative industry.
The partnership builds on a strong existing relationship between Laura Ashley and Swansea College of Art, following the success of graduate Anna Eynon who won the Laura Ashley Lifestyle Award at New Designers 2024. Eynon’s award-winning The Waters Edge collection launched as part of the brand’s AW25 offering and features a large-scale bespoke mural, which can be viewed at the brand’s Thurrock store.
Meanwhile, across the Atlantic, Laura Ashley is engaging students at Savannah College of Art and Design (SCAD) in Georgia, USA, in a forward-looking brief that explores how the brand can continue to grow internationally while remaining true to its design DNA. Students have been challenged to reimagine Laura Ashley for 2026 and beyond, developing ideas that span global market entry, modern licensing models and next-generation fashion or accessories collaborations, designed to connect with younger consumers.
Speaking about the collaborations, Poppy Marshall-Lawton, Vice President at Laura Ashley, said…..
“We are absolutely delighted to be working with Swansea College of Art and building on our involvement at New Designers, as part of Laura’s centenary year. Honouring Laura’s legacy means looking forward, our founder was an entrepreneur, a creative force and a pioneer, and she would undoubtedly be championing emerging talent today. These partnerships allow us to celebrate our roots in Wales and also our international impact, all while building a new legacy that takes the brand forward for future generations, engaging with emerging designers and creative thinkers on a global stage.”
For students involved, the projects offer rare access to a world-renowned modern heritage brand and its archives, alongside invaluable real-world experience. For Laura Ashley, they represent a meaningful way to mark a milestone year: not simply by looking back, but by ensuring the brand continues to evolve through fresh perspectives and new voices.
As Laura Ashley celebrates a century since its founder’s birth, these transatlantic collaborations underscore a simple but powerful idea that has always defined the brand: timeless design is built by empowering creativity and encouraging entrepreneurship at every stage of life.
