LUXE Serendipity magazine

By Donna Richardson

Laura Ashley has unveiled a new collection of fine fragrances inspired by some of the brand’s most beloved archive prints, bringing its signature heritage aesthetic into the world of scent.

Underpinned by over seventy years of design excellence, the collection marks a sophisticated evolution for the brand, marrying its quintessential British heritage with the prestige of fine French perfumery. Inspired by the treasures of the Laura Ashley archive, the collection brings signature prints to life through four distinct fragrances.

These include Wild Woodland, Serene Meadows, Floral Fancy and Joy of Primrose – each drawing inspiration from a distinct Laura Ashley print and translating its character into a fragrant experience.

Developed in collaboration with renowned French fragrance house Robertet, the fragrances are designed to reflect the timeless romance and nature-inspired beauty synonymous with the Laura Ashley name. Each scent is presented in a 100ml bottle and priced at £89.

Undeniably elegant and unmistakably joyful, each spritz invites exploration and escapism,while keeping the brand’s signature nostalgia at its heart.
Developed in collaboration with the world-renowned French fragrance house, Robertet, and acclaimed perfumers Clément Marx and Romain Almairac, the line distils the aluring beauty of the British outdoors,

capturing the spirit, texture, and mood of wild meadows, blooming gardens, and soft countryside air, creating a collection that feels both nostalgic and newly relevant.
Created with a unique blend of high-quality natural raw materials, responsibly and ethically sourced ingredients pay tribute to the splendour of global biodiversity. The collection is filed and assembled in Wales, Laura Ashley’s home country.
Each fragrance is presented in a beautifully crafted bottle unique to its scent. Inspired by Laura Ashley’s
heritage and craftsmanship, delicate bows adorn each bottle, adding a touch of British charm to the fine fragrance collection.

The Laura Ashley Parfum Collection is now available on Next.co.uk and Lauraashleybeauty.com, with global retail expansion planned throughout 2026.

Wild Woodland

Inspired by the archival Parma Violet Berries print, Wild Woodland captures the richness of an abundant autumn garden. The fragrance opens with juicy blackberry, bergamot and raspberry before revealing a heart of fig leaf, frankincense and gooseberry. A warm base of patchouli, vetiver and soft amber creates a sophisticated finish.

Serene Meadows

Taking inspiration from the charming Swans print, Serene Meadows evokes the tranquillity of a leisurely countryside stroll. Fresh bergamot, fig and blackcurrant introduce the fragrance, while ylang-ylang and neroli form a floral heart. Powdery musks, vetiver and amber provide a soft and comforting base.

Floral Fancy

Floral Fancy is inspired by the contemporary Greenfield Peony design from the Laura Ashley archive. Reflecting the pattern’s expressive blooms and pastel detailing, the fragrance combines rose essence, davana and raspberry with a floral heart of geranium, rose and patchouli. Notes of labdanum, coffee and vetiver add depth and character.

Joy of Primrose

Inspired by the much-loved Loveston print, first launched in 1990, Joy of Primrose celebrates classic country florals. The scent opens with yellow tangerine, bergamot and neroli before unfolding into a heart of mimosa, jasmine and honey. Tonka bean and vanilla create a warm, elegant base.

The launch marks a natural extension of Laura Ashley’s enduring connection with botanical beauty and craftsmanship, offering consumers a new way to experience the brand’s iconic heritage through fragrance.

Laura Ashley Parfum Collection

• Wild Woodland Parfum 100ml – £89
• Serene Meadows Parfum 100ml – £89
• Floral Fancy Eau de Parfum 100ml – £89
• Joy of Primrose Parfum 100ml – £89