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The Laurèl brand was founded in Munich in 1978. Elisabeth Schwaiger has been creating its distinctive look as Head of Design since 1995.

“Laurèl stands for femininity, color and luxury ease.” Elisabeth Schwaiger, Head of Design.

The Laurèl style is dominated by confident femininity, which is skillfully translated in fashion for every day, but also for the special occasions. Exceptional details, vibrant colours and feminine cuts underscore the zest for life of a woman whose classy style is expressed in a naturalness that’s truly fascinating.

“Our woman has come of age and is totally authentic in everything she does. It is her feminine charisma that makes her unique. Her joie de vivre, the positive energy she brings to any situation.”

The way she comes across, her casual, easy-going style are an inspiration. Cosmopolitan and contemporary yet radiantly feminine, she loves her urban lifestyle and its spur-of-the-moment excitement. In every situation she shows that personality is a question of attitude. She is self-assured and at the same time approachable.

The collections are exported to over 30 countries worldwide and the brand has a global presence with over 1,000 points of sale. The brand slogan “See · Feel · Love” embodies Laurèl’s message: It’s about passion, about a love of fashion. Women should see the creations, feel them next to their body and fall in love with Laurèl.