laura ashley x scadproReimagining Heritage for a New Generation
In collaboration with Laura Ashley through SCADpro, our team developed a womenswear proposal exploring a potential collaboration between Laura Ashley and Lacoste. The project challenged us to reinterpret Laura Ashley's romantic heritage through the lens of contemporary activewear and lifestyle apparel, creating a collection that speaks to Generation Z consumers.
As a Fashion Designer on the project, I was involved throughout the design development process—from concept research and trend analysis to technical development, CLO3D visualization, patternmaking, and garment sample construction.
Project Date: 2026 Spring
Location: Savannah
Brand Research & Consumer Analysis
We began by studying Laura Ashley's heritage, visual identity, and product positioning while analyzing the expectations of today's Gen Z consumers.
we developed a creative direction that combined Laura Ashley's signature romantic aesthetic with the clean, functional language of modern activewear.
Mood boards, color stories, material research, and silhouette explorations established the visual foundation for the collection.
Design Development
I developed garment concepts through fashion illustration, technical flats, and iterative design refinement while ensuring the collection remained commercially relevant to the target market.
Sample construction & Pattern making
To evaluate proportion, fit, and construction, I developed digital garments in CLO3D, followed by pattern making and sample development. Digital prototyping allowed rapid refinement before physical production while maintaining design accuracy and production feasibility.
Final Collection Presentation
The project concluded with a comprehensive client presentation showcasing the final collection, design rationale, technical development, and visual merchandising direction. The proposal demonstrated how Laura Ashley's heritage could evolve into a contemporary activewear and lifestyle collection designed for a younger generation of consumers.
