SINCE its founding in Munich in 1978, Laurèl has always maintained a quiet prestige. Built on an aesthetic that draws from Bauhaus precision and contemporary minimalism, it has crafted looks that have shaped the wardrobe of elite individuals all over the globe. With a desire to transcend trends, its philosophy abides by functional practicality and yet provides empowerment through cut, silhouette, and fine-tuned detailing.
For the past decade, however, it has somewhat faded from the fashion world’s spotlight, but since its acquisition by the ELLASSAY Group, it is now back on a path to making a measured, purposeful comeback. With whispers of expansion in key markets and most notably a spot in the SS26 calendar at Paris Fashion Week as part of a trio of showcases by the Shenzhen municipal government – and namely supported by the Fédération de la Haute Couture et de la Mode – Laurèl is making all the right steps forward.
Taking place at the historic Monnaie de Paris, the German womenswear brand showcased a new, more premium side to its already profitable ready-to-wear offering. The Spring/ Summer 2026 collection, titled The Law of Eternity naturally looked to Bauhaus merging the golden ratio of the human body with their knack for feminine tailoring from a more mathematical angle – very German.
The palette offers chocolate brown and soft mint, with hints of baby pink and neutrals to ensure the seasonal weather reflects the mood. Delicate feather fringes, breathable linens, and crochet added layers of texture to help build the idea of a transitional wardrobe.
Speaking to Karina Zhang, the Senior Manager of Laurèl’s Brand Marketing, the relationships between the past and present, and the East and West, are two integral aspects of the brand’s future. “We’re doing that all the time,” she answers, touching upon the preservation of its heritage. “In design, we do a lot of concepts based on Bauhaus art, which obviously has strong ties to Germany. We also feel like women in Germany share the same values as the customers in China. They’re all strong, business women and so our designs are based on their lifestyle”.
So, how does this translate into collections? “We adapt Western styles, but ensure the fit and function of the garments suit the Eastern lifestyle. Like, we’re trying to do a lot of premium suits but we are ensuring that they are machine-washable but are still made from high-quality – efficiency is very important to our customers. We want to make sure our products are easy for them to live with”.
In today’s market, brands need to extend beyond clothes. Laurèl has already established partnerships with Talk To Art Museum Directors, E Museum of Contemporary Art, and White Cube to continue the founders’ ambition to connect with art and architecture. “Its a good reflection of our designs, to the market as well as customers to help them understand more about us”.
Collaboration extends beyond four walls and has even found itself translated into accessories, with the launch of the WAKUKU mascot character at the SS26 show. Working with the creative IP platform Letsvan on this, the arrival of this charm presents a unique chance to add a more playful and creative side to the brand’s offerings.
With Paris as its new vantage point, Laurèl appears more intent on more than a single outing. This debut feels less like an arrival and more like a departure point to the European capitals. There is a clarity in its vision that suggests that it’s making a homecoming; Laurèl is once again here to stay.
by Imogen Clark