Contradictions characterise the unique style by Laurèl: luxury fused with lightness, glamour with casualness. These contradictions create tension and characterise the expressive, individual fashion by Laurèl. Different styles and materials are combined with the flair of the international world of fashion. Thus the extravagant collections are always effortless and invariably feminine, offering a touch of casual chic. The dress – as the most feminine of items of clothing par excellence – forms the centrepiece of all collections. With sophisticated cuts and gatherings coupled with elaborate accessories and designs, Laurèl interprets the feminine silhouette time and time again in exciting new ways.
Brand philosophyThe Laurèl brand makes a clear commitment to Innovation and independence. Women should feel utterly at ease in fashion by Laurèl – not only due to the top-quality workmanship and materials but also the fashionable yet extremely wearable creations. Entirely according to the brand slogan of "See. Feel. Love Laurèl." Laurèl fashion should highlight the personality of strong, modern women, who are independent and confident yet at the same time passionate and authentic.
History Margarethe and Wolfgang Ley established the Laurèl brand in 1978 as an offshoot of Escada. Margarethe Ley's death in 1992 led to reorientation of the brand; three years later, the new design team was introduced. 2003 was another important year for Laurèl: a new brand concept lent Laurèl a new, contemporary face that reflected the typical Laurèl customer: independent, smart and authentic.