LAURÈL: Fashion with luxurious lightness of being

• Brand philosophy

  LAURÈL is a premium international brand for independent, style-conscious women, a label which is distinguished by its uncompromising modern design, outstanding quality and high feel-good factor. The essence of the style is luxury with a light touch, occupying a slot somewhere between glamour and relaxed informality. The inherent contradictions create tension and combine to create powerfully expressive, individual clothing, featuring a mix of various styles and bringing the cachet of the international fashion world to the collections. LAURÈL is therefore an extravagance, but does not appear forced; the clear ethos of the brand is one of innovation and independence. Classic elements coincide with urbane modernity, while the abundance of detail and skilled handling of silhouettes create individuality. LAURÈL is the watchword for feminine, beautifully finished fashions for every occasion, for real, passionate women.

• History

  LAURÈL was established in 1978 by Margaretha und Wolfgang Ley as an offshoot of their ESCADA brand. After the death of Margaretha in 1992 the brand began to change direction and a new design team was appointed in 1995. In 1996 the collection was shown for the first time at Milan Fashion Week, and in the same year the brand won the Dallas Fashion Award. LAURÈL GmbH was founded in 2002 and the brand concept was revamped. In 2010, LAURÈL was shown for the first time on the catwalk at the Mercedes-Benz Fashion Week in Berlin.

• Worth knowing

  The typical LAURÈL customer is independent, smart and intelligent, emotional and genuine, and at the same time both glamorous and relaxed – attributes which are shared with French cinema. It was for this reason that LAURÈL – the only fashion house to do so – became an official sponsor of French Film Week in Berlin in December 2010.