The women’s fashion brand Laurèl from Germany, which belongs to the Chinese Ellassay Group based in Shenzhen, presented a high-quality studio collection during the Paris Fashion Week. After impressive growth in China, the brand plans to return to the European market.
Wang Dusen, General Manager of Laurèl, told Fashionunited that the official debut of the German brand in the calendar of the Paris Fashion Week was a “milestone”. In recent years, the label has recorded quick breakthroughs both online and offline after Ellassay acquired trademark rights in 2015.
From 2019 to 2024, Laurèl claimed to achieve average annual increases by over 130 percent when it comes to online sales. This was driven by “strong growth” on Tmall and Douyin, the Chinese Tikok. In 2024 alone, online sales increased by 51.6 percent compared to the previous year. This led to total sales growth of 19 percent and sales of 415 million Renminbi (around 53.1 million euros).
Laurèl debut with studio collection during the Paris Fashion Week
Laurèl was founded in Munich in 1978 and positioned itself as a premium lady’s fashion brand. The target group are “global, working women”. The focus of the design philosophy is a minimalist and elegant aesthetics. According to the company, this combines German craftsmanship with Chinese precision and a modern approach that combines functional fashion with contemporary art.
Laurèl positions himself between classic and formal and aims at the customers of brands such as Max Mara and Theory. The prices for the Ready-to-Wear main collection are around 120 to 480 euros for tops, 300 to 880 euros for dresses and 600 to 3,750 euros for outer clothing. Blazer are the key product and the best -selling models.
Karina Zhang, the Senior Manager of Brand Marketing at Laurèl, told Fashionunited: “We position Laurèl between premium and luxury. We strengthen strong, modern women with business and formal styles. We are inspired by the Bauhaus art and preserve a strong German DNA in our designs.”
“Our loyal customers in China are currently very elitist business women. They want more of their wardrobe. They are not satisfied with ready-to-wear, they are looking for more. Therefore, we think that now is the right time to take the first steps towards Haute Couture with our studio collection. Atelier is a further development for the brand and is based on the success of our VIP area in China.”
German brand Laurèl returns to the European market
The studio line was unveiled in the historical Monnaie de Paris. It is inspired by the five decades long history of the label and offers a refined and timeless expression of the brand vision. Feminine tailoring is the focus of the offer.
The collection also represents a “stylistic further development” for the brand. It includes minimalist styles that are inspired by the Bauhaus-Ethos “Form Form” Forms “. Tailor -made jackets, long suits and silk dresses are characterized by precisely cut shoulders, delicate fringes and flowing waist silhouettes. A color palette made of delicate mint and chocolate brown is layered via neutral gold and black and white tones.
When asked why it was important for the brand to present in Paris, Dusen said: “Paris is the capital of fashion and the birthplace of the haute couture. The city offers a unique atmosphere for contemporary art, which of course harmonizes with Laurèl branded by Bauhaus.”
“The first presentation of the Laurèl Atelier collection During the Paris Fashion Week, it enables the brand’s aesthetic language to express in the most significant and most influential context. It also underlines Laurèl’s endeavor to strengthen the brand value, show future-oriented design and convey cultural depth.”
The presentation also revealed Laurèl’s latest collaboration: a Wakuku mascot that is attached to the brand’s accessories as a pocket trailer. This was developed in collaboration with the creative IP platform Letsvan and gives the brand’s structured tailor art a playful, creative accent.
Laurèl wants to expand international reach with Paris flagship store
Laurèl now wants to use his debut at the Paris fashion week and its constant growth in China to advance the women’s fashion brand internationally. The immediate focus is on the development of brand awareness and reach throughout Europe, the company said. It relies on the wholesale business in France and Germany as well as your own boutiques. A first store is expected to open in Paris within the next twelve months.
“We have great ambitions to join the European markets again. Since our product is located in the premium segment, we consider physical retail to be important for the brand,” said Zhang. “In the last few months we were looking for our first flagship store in Paris in the last few months and hope to open a business there next year.”
In China, Laurèl has also steadily expanded its retail prices and has grown from 52 branches in 2019 to 92 branches until the end of June 2025. Zhang added that the concept for charging design in Europe would follow this in China. There, the design of the sales areas underlines the “simplicity and softness” of the product in elegant, contemporary rooms that are reminiscent of galleries.
Laurèl debut in Paris with the support of the city administration of Shenzhen
Laurèl revealed his latest category during the Paris Fashion Week as part of a cultural presentation supported by the city administration of Shenzhen. This should offer fashion brands from the Chinese region an international platform. Laurèl was introduced together with two other labels based in Shenzhen: Nexy.co, which is under the artistic direction of Irish designer Sharon Wauchob, and Yiner, which is aimed at the modern, urban woman.
Fashion is considered a central pillar of the economy in the Futian district of Shenzhen. The region quickly developed into an important district for China’s clothing industry. Figures provided by Laurèl stated that the gross domestic product (GDP) from Futian reached 594.88 billion Renminbi (around 76.1 billion euros) in 2024. In addition to finances, innovation and technology, fashion is one of the three strategic colen industries in the region. The Futian fashion ecosystem made 15 percent of the district of the district by 2024.
Dusen added: “As a German premium women’s fashion brand, which has been deeply rooted in China for many years, Laurèl’s support for the international fashion weeks initiative of the Futian government shows her commitment to promote the internationalization of the Chinese fashion industry together.”
“With this cooperation, Laurèl also wants to deepen his relationships with Shenzhen’s city administration and create a stronger basis for his future expansion on the domestic market.”
This article was used with digital tools translated.
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