The youth-focused retailer launched both collaborations in the US last month, while the UK equivalent of the Laura Ashley collection launched yesterday.

Both are relatively small, with the Laura Ashley collection consisting of 31 items in the US and just 12 in the UK. Products are priced from £26 for bikini bottoms to £85 for a maxi dress. The FCUK collection crosses both men’s and women’s and is made up of 11 items, which range from a $39 t-shirt to a $129 pair of cargo pants.

Many a column inch has been penned on the 1990s revival and the re-emergence of the prairie dresses that Laura Ashley was so famous for, surrounded by pictures of the collections. It’s the kind of lavish attention that both brands could only have dreamed of in recent years with both retailers more used to profit warnings and tales of woe than a fawning fashion press.