I managed to get the chance to visit Joules while I was in Leicester, which has always been a favourite store of mine, down to its pattern range and its design considerations - each of its seasonal ranges has a considered theme, the Spring one for instance concentrating on the 'Seaside and Adventure'. The surface pattern designs found across an array of clothing, shoes, accessories, home ware and even the store design and store window display relate to this theme. This changes quarterly. This is what we want to achieve with the Laura Ashley Spring / Summer Horticultural collection, to bring together the brand, the items its sells, the print collateral and the instore design material.
The brand explore it's concept behind it's products:
'Inspired by the love of the sea and made by highest quality materials available..'
'Drawing inspiration from the character of the British coastline, we're celebrating British style and flying the flag for colour, detail and quality.'
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