A New Era for Fleur of England
New Year.. New Us.
The new decade felt like a perfect time to re-imagine Fleur of England brand and the how we can share with you our core values. Our new branding features a Garden Green modern wordmark, combined with a key symbol crafted from the F of Fleur and the E of England. Step into the garden, unlock a world of Modern Sensuality.
This new branding is a nod to our classic roots but ultimately symbolises the growth of the brand to become a more modern, open and sustainable company. We worked with an incredible London agency who helped us translate our ethos into a brand image we felt proud of. They spent time in the company to fully understand who we are and what the brand represents.
At the heart of our ethos is our aim to make as many women as possible feel as Exquisitely Confident as possible. We now stock 45 bra sizes and 6 bottom sizes, including the new DD Babydoll.
Since the brand launched 19 years ago in Liberty of London, how has it evolved to create that recognisable Fleur of England Style we’ve come to know and love?
Fleur of England is my baby girl, I have loved watching her grow up and develop, believe me there has been some bumps along the way, but it is a pleasure to see how she has developed into a brand that is exquisitely confident in its entirety.
The new logo is quite a shift from the previous one, what inspired the change?
I wanted to create something timeless and elegant which would encapsulate modern sensuality and carry the brand forward for the next 20 years.
What does this new re-brand mean to you personally, as well as to the company?
The re-brand is such an achievement for the whole team. It’s something I have been working on for the last 18 months. I am passionate about lingerie and also branding, I come from a fashion marketing back ground and it’s of the upmost importance to me that Fleur of England evolves and moves forward so that it remains innovative.
How does the new key symbol fit in with the brand values?
It’s beautiful and crafted, It is a combination of and E and F that fit together to create the symbol.The key represents unlocking your perfect fit, a value at the very heart of the brand, ensuring that all our lingerie fits exquisitely. They are not just for special occasions but to worn every day to make you feel confident and empowered.
In 5 words can you summarise what Fleur of England is as a brand?
Fit, quality, luxury, innovative, bespoke.
The new brand colours are deep green and pale pink, why did you choose them?
They were inspired by an English garden in bloom. I love flowers so much and constantly draw inspiration from them.
‘Fleur in Bloom’ sounds really exciting, can you explain a little more about what this means?
It’s all part of watching Fleur of England grow up , I have been part of her development and growth for nearly 20 years. Now she is in full bloom and I can see the Fleur of England garden growing and developing, we have increased our size range this season. I revisited our brand ethos at the beginning of this project and I quickly realised I do what I do because I want to make as many women as I can feel exquisitely confident. I wanted to bring this to more women and include as many sizes as we could, we now have 45 sizes available.
Why is perfect fit a core value to the brand?
What’s the point of having a beautiful bra if it doesn’t make you feel beautiful- a badly fitting bra is useless!
Tell us about one of your most treasured memories from Fleur of England in the last 19 years at the brand
When I introduced my mum to Princess Anne. It was such a special moment for both of us.
What does the future hold for Fleur of England?
We have worked so tirelessly on perfecting our fit and offering more size ranges. We have re- imagined all our packing which is sustainable and even has a biodegradable sticker. We’re working hard this year on making the business as sustainable as we can. There is another exciting project in the Pipeline and we are launching a Fleur in Bloom pop up store in Harrods next month.
The Fleur in Bloom Pop-Up store in Harrods will be up for 3 weeks starting on 7th February. Find us in the Lingerie department in a wild meadow…