The beautiful story of crafting the luxury lingerie collection Iris

The beautiful story of crafting the luxury lingerie collection Iris

There are moments in the creative process that feel almost instinctive. I have been designing lingerie for over 30 years, and whilst I have loved designing some many beautiful pieces, sometimes there is a collection where the creative process flows and feels like a true art form.

Iris was one of them.

Inspired by the quiet beauty of Iris, which grows beautifully in my own garden in Bristol, this collection became a poetic celebration of blooming femininity and nature’s artistry. I wanted to capture that feeling of standing in front of a flower just as it reaches full bloom. That sense of anticipation, softness, and strength all at once.

At Fleur of England, storytelling is never an afterthought. It is the foundation of every luxury lingerie collection I design. Iris began, as all my collections do, with a mood board. Layers of petals, pressed flowers, painterly blues, antique botanical illustrations, and fabric swatches pinned carefully together. I obsessed over tone, texture, and emotion long before the first thread was stitched.

Iris is crafted in the Perfect Shade of Cornflower Blue. Colour is powerful. It sets the emotional language of a collection. For Iris, I became completely immersed in finding the perfect shade of blue. Not too purple. Not too pale. Not too traditional. I wanted something feminine yet bold. A blue that felt fresh and modern but timeless at the same time. The result is a luminous cornflower blue. Soft yet confident. Romantic yet striking. A hue that enhances the intricacy of the embroidery while flattering the skin beautifully. In the world of luxury lingerie, colour must feel intentional. It must evoke emotion. Iris does exactly that.

Bespoke Embroidery and a Hidden Message of Love

The embroidery is always where my heart truly lies. This is where Fleur of England becomes an Art from, where I can weave stories and create joy and love.

Every floral motif within Iris was hand drawn by me before being translated into exquisite stitching on luxuriously soft Italian tulle. Each thread feels like a brushstroke, building texture and depth just as a painting would.

Hidden within this delicate embroidery is a secret. The word love is subtly woven into the design, an intimate message close to the skin. It is not obvious. It is not loud. It is something discovered rather than announced. A private reminder for the wearer. A quiet affirmation stitched into heirloom lingerie. I have always believed that the most powerful luxury is personal. When a woman wears Iris, she carries that message with her. It becomes hers.

Craftsmanship, Collaboration and the Art of Luxury Lingerie

Designing luxury lingerie is never a solitary act. It is a collaboration built on trust, expertise and shared passion.

I am endlessly grateful for my team and the artisans who develop each piece alongside me. From the first sketch to the final fitting, every detail is refined repeatedly. Silhouettes are tested, straps adjusted, and embroidery placements perfected. Craftsmanship at this level demands patience and precision.

New silhouettes such as the Boudoir Bra, the Brazilian Brief with silk strap back detail, and the elegant Silk Babydoll allow the embroidery to be seen both front and back. Each piece is designed to feel as beautiful from behind as it does from the front, celebrating movement and form.

Our embroidered balcony bra and strap thong complete the collection with refined sensuality, combining structured support with delicate artistry. Italian tulle, silk details and considered hardware ensure that comfort sits seamlessly alongside beauty.

Heirloom Lingerie for the Summer Season

Iris is more than a seasonal collection. It is heirloom lingerie designed to be cherished.

As you move through spring and then summer, there is something deeply grounding about wearing pieces that feel intentional and beautifully made. In a world that often moves too quickly, I find comfort in slow craftsmanship. In taking time to draw by hand. In obsessing over the perfect cornflower blue. In ensuring that every hidden message is placed with care. Iris reflects my love for storytelling, for nature, for design, and for the extraordinary women who wear Fleur of England.

Because lingerie is never just fabric. It is emotion. Memory. Confidence. And sometimes, it is a secret word stitched gently against your skin.

Love always Fleur