Lawrence launches Aura collection

By Michele SanFilippo -- Home Textiles Today, 3/29/2004 12:00:00 AM

AT THE NEW YORK MARKET — Lawrence Home Fashions has launched Aura, a serene lifestyle program in duvet covers geared toward hitting a designer aesthetic at an affordable price point of $199.99.

Four 400-count cotton beds are being shown, with five other patterns available.

The collection features a wide range of elegant and contemporary looks, with urban colors and natural textures and patterns. Colors include vanilla, coriander, cocoa and licorice.

The collection is woven of natural fibers.

The new Aura patterns are Oska, Enki, Nouveau and Bliss on beds, and Rarni, Camille, Mizu and Konchin shown in the catalog. Oska is a horizontal stripe in earth tones on an ocre ground. Enki is a textured woven tonal stripe with stitching detail. Nouveau is an all-over geometric embroidery pattern and Bliss is a bark-inspired marbled jacquard look. The first three patterns are available in up to three colorways, and Bliss comes in six hues.

In addition, the company has rebranded its traditional Lawrence Jacquards and Versailles collections as Suite Couture, and its contemporary Studio and Lawrence collections as Maison de Vie. "We are updating our brands and launching new logos to make them more recognizable to retailers and better defined as lifestyle collections," explained Gary Walfish, Lawrence president.

Lawrence is featuring three new Suite Couture bedding patterns: Riviera, Dharma and Genoa. In Maison de Vie, it is showing 10 contemporary designs, reflecting such trends as menswear tweeds and chevron, retro '70s, geometric patterns and global.