After months of preparation Nov 2008 saw the unveiling of Laura Ashley's exciting Spring/Summer 2009 Collection to the Press. The Press Launch was a huge success with over 200 editors and stylists in attendance from leading Fashion and home magazines, newspapers and supplements.

The Laura Ashley Press Launch took a total of two days (and late nights!) to set up with the hard work of the Laura Ashley visual and press teams. And months of behind the scene preparation... from gift bags to catering. The attention was all in the details. A bespoke menu including tiny cupcakes with pink frosting and sparkling macaroons sandwiched with bitter chocolate and raspberry fitted the Memento collection perfectly and went down a treat! And the bespoke trays lined with the new wallpaper and fabric collection added to the excitement.

Fitting with the times, the Spring/Summer press launch saw a shift from conventional room-set presentation of collections to an emphasis on decorating, with an art gallery concept. The gallery concept allowed the visual team get really creative and present the collection in an exciting way with a real focus on product and individual elements. Wallpaper was displayed in an assortment of oversized frames as artwork; Fabric was used to create large-scale instillations that were both tactile and gave a strong feel for the prints and new cut pile velvets and shot silks.

Gift items were display as artefacts in glass boxes, only we allowed guests to touch! And lighting and cushion and furniture were displayed on plinths and white logs allowing guests to get up close and handle the product without the distraction of formal room set displays. It was a gallery with a real difference; we invited all visited to pick up objects.

The home press found our emphasis on decorating, wallpaper and fabrics very fitting for the times and moving forward low cost big impact decorating will be the major trend for 2009-great news for us. They particularly loved Etched and Memento and it doesn't need to cost the earth-a roll of wallpaper or metre of fabric is all you need to create a striking feature in a room (prices from as little as £ 20).

The fashion collections were also extremely well received, in particular Riviera, Blooming fabulous and Couture rose which included key pieces fitting with features and trends for 2009.Coutre rose was a real talking point with archive inspired prints, updated to create with a feminine, 1950's inspired shape; which has become our signature. The fashion collection has something for everyone-consistent, high quality collections that the press have come to rely on us for. From Riviera that offers relaxed yet striking summer wear in a blue, red and white palette-perfect for summer in the south of France or the city, to the more unexpected and cheeky Mille Fleur which incorporates trademark floral prints on a black background.

In addition to the delicious canapes and raspberry champagne cocktails, all guests were sent away with delightful gift bags. All 300 gift bags (yes 300!) were filled with Laura Ashley goodies and were hand finished with ribbon and thank you cards (and included a candle, nightwear bag (available in store from July) and an exclusive limited edition Memento notebook and cover made lovingly by our very own seamstress in Wales-thank you. The gifts went down as well as the canapes and after months of preparation and the success of the event the whole team were able to relax content the event had been an astounding success.