This week Underlines talks to Fleur Christacos, founder and CEO of luxury lingerie brand, Fleur of England, who celebrate their 23rd anniversary in 2024.
Your background prior to launching your brand?
I worked in a luxury lingerie boutique/luxury wholesaler, whilst studying fashion marketing at university. After graduating I became a lingerie designer for a Marks and Spencer supplier.
Why intimate apparel?
I have been obsessed with lingerie for as long as I can remember. It’s all about the delicate fabrics and the way they fit on your body, for me lingerie gives you a secret feminine superpower. Its intimate, romantic and gives the wearer extra confidence.
What’s your brand’s DNA? When did you launch?
I launched Fleur of England 23 years ago. I am so proud of the team and everything we have all achieved. Our DNA is fit, craftsmanship, design, luxury, and sustainability. It’s all about how you feel when you wear Fleur of England- confident, comfortable, and sophisticated.
Daisy
Daisy
What is different about designing underwear?
It’s all about the curves, in the pattern, design, and silhouette, the angles are smooth, and the pieces are small and intricate to work with. The designs touch your skin, it’s an intimate process.
Where do you get your ideas?
I am always inspired by mother nature; I love poetry too. My ideas usually start here and then I want to build a season around an emotion, this will then be conveyed to the wearer via my designs. For example, it may be something centred around nostalgia or sophistication.
A typical week?
I don’t think such a thing exists for me. This is the joy of being a founder of a small business, we all juggle so many different roles in our small but perfectly formed team. Next week I will be working on spring 25 designs, IWD campaign shoot, finance (analysing ½ year budgets and future sales) digital team meetings, lunch with Lucy Ann our head of production and a meeting with my mentor.
Onyx
Onyx
Who wears your collection?
Women who want beautifully designed and made lingerie that do not want to comprise on fit, our lady appreciates the finer details. Women wear Fleur of England as it’s comfortable as well as luxurious and it makes them feel confident.
Describe the essence of your SS24 collections
For SS24, I have drawn inspiration from the vibrant spirit of spring as it intertwines with the warmth of summer, a delightful celebration of romance and fresh beginnings.
The concept behind SS24 comes from the following poem I found whilst researching which captivated my heart and senses:
‘Run barefoot in the meadow,
Let its romance be drawn into your body, Dance and be wild and free,
Watch the sunrise and take a deep breath.’
Who do you admire in the underwear industry?
Jos Berry, her creative flare is infectious, and her knowledge of intimate apparel design is unrivalled. She is a true inspiration of creativity within our industry.
If you could design underwear for a celebrity, who would it be?
Dua Lipa, Jodie Comer and Olivia Coleman.
Any other ambitions for the brand?
So many ……..
The pandemic/Brexit have been a huge challenge but we have come out the other side stronger and more focused. We are excited to be launching our new concept collection Fleur Du Jour in London over the summer (watch this space) after receiving wonderful feedback at the recent trade shows. We have lots of exciting collaborations planned for this year stretching into next. We will also be visiting North America/ Canada over the summer.
Eva
Eva
Proudest moment to date?
Introducing my Mum to Princess Anne after I received an award from her for Fleur of England.
Worst move so far?
I have learnt so much from all my mistakes that I can’t think of a worst, as so much learning comes from the failures.
Time out?
I love to travel with my family and explore different countries and cultures. I just got back from hiking in the Atlas mountains with my boys. Marrakesh is very inspiring with its colours and textures.
Pet Hate?
Wet towels on the floor- I am the mum of two teenage boys and this drives me crazy, I encounter them far more often than I‘d like!
Lyla
