A new era begins for Laurèl.
For Spring/Summer 2026, the German brand unveiled its latest atelier collection at Monnaie De Paris, a historic venue symbolizing timeless elegance and sophistication. This event signifies a pivotal moment for Laurèl as it ventures into haute couture with a runway show titled ‘The Law of Eternity,’ addressing the evolving needs of modern businesswomen. Each look is distinguished by premium materials like high-quality wool and cashmere, alongside fine tailoring, featuring a lively color palette of soft mints, chocolate browns, neutral golds, and black-and-white shades. A playful element is introduced through the season's whimsical mascot, WAKUKU, which adds a contemporary pop culture flair to Laurèl's classic style.
The collection builds on the brand’s existing legacy, reinforcing its strengths in formalwear. Established in 1978 by Munich designers Wolfgang and Margaretha Ley, Laurèl maintains its commitment to the philosophy of “aesthetic of order,” meticulously evaluating each piece and its fundamental elements. From the beginning, the label’s design approach has been influenced by The Staatliches Bauhaus, a German art school founded by Walter Gropius from 1913 to 1933. Characterized by functionality and a robust grasp of mass production, the Bauhaus movement is reflected in Laurèl’s bold color contrasts and precise cuts, enhancing themes of sophistication and minimalism.
Throughout the runway, Laurèl highlights the team’s vision for tailoring, styling, and movement. Flowing gowns are complemented by blazers adorned with fringe, while rich, worn-leather pieces are layered over sheer textured knitwear. Each look aims to empower, featuring strong shoulder lines and elongated silhouettes, complemented by metallic pumps or matching bucket hats.
During Paris Fashion Week, Laurèl participated in an innovative program organized by Shenzhen Ellassay Fashion Co., Ltd., promoting cross-cultural dialogue among consumers, designers, and cultures. CLASH reported live from the event, interviewing Laurèl's head of global marketing, Karina Zhuan, about the brand’s evolution over the past forty years, its return to the runway, and nurturing connections between Chinese and European creatives.
How do you interpret Laurèl’s ‘See Feel Love’ mantra, and how does it influence your work?
It reflects the inner spirit of our core customers. The majority are businesswomen with a soft philosophical approach, caring for others due to their responsibilities and abilities. ‘See Feel Love’ represents our brand heritage and helps enhance our customers’ confidence in the world.
A vital aspect of Laurèl’s identity is the German philosophy of ‘aesthetic of order’. Do you feel connected to this concept in your work?
Absolutely. We associate the law of order with our customers’ organizational strengths in their careers and personal lives. They exhibit remarkable organizational skills, which is mirrored in our designs, especially our suits for women. The term ‘order’ is integral to our tailoring and design process.
What are your feelings about returning to the runway, and what message did you aim to convey with the showcased pieces?
Tonight’s presentation is significant as it marks the introduction of our atelier collection. It’s a fantastic opportunity to present this in Paris, a key location for couture.
How has the transition to couture felt, and what does it signify for your brand's journey?
After 47 years, our brand has primarily focused on daily ready-to-wear. I see this transition as an elevation for Laurèl, as we take our initial step towards success with this line this year. We’ve already held two VIP events featuring the collection in China with positive customer feedback, indicating an upgrade in our brand positioning. We are attracting more high-end clientele, reflected in our increased price points.
2015 was the year Laurèl began to establish its presence in China. How has that relationship deepened over the past decade?
I’ve been with the brand for two years and often converse with our founder about his ambitions for international markets. In 2015, it was challenging to penetrate the Chinese market without a strong presence. We dedicated the first five years to product development in the premium sector. By 2020, we fully owned the brand, recognizing a promising opportunity for businesswomen’s fashion in China.
The title of today’s show is ‘The Law Of Eternity’. How do the pieces from this collection embody timelessness?
Material plays a crucial role in our product design. We utilize highly sophisticated fabrics for our atelier line.
What types of fabrics are being used?
We use a lot of wool and have numerous knit dresses that convey a business formal aesthetic, which is challenging to construct. We also incorporate quality cashmere.
What made Monnaie de Paris the ideal venue for ‘The Law Of Eternity’? What atmosphere were you hoping to create for attendees?
The venue embodies the concept of ‘timelessness’. Monnaie de Paris is one of the oldest historical sites in the world, making it a fitting choice.
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A new chapter begins for Laurèl. For SS26, the German brand showcased its latest collection at Monnais De Paris, a historic venue known for its enduring elegance and majesty, to unveil its