Made By
In bloom’s story
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Growing up in France meant that all the women in my family transmitted their passion for fashion: elegant and delicate fabrics, the hunt for individuality in a detail, the pleasure of discovering the perfect fit in a garment. But then, I worked for years in international development & environmental protection, and realised that the way clothing is made is often far from glamorous. So, could I still find joy in buying fashion? Thankfully, the word began to change and new brands started to emerge with fascinating sourcing stories. There was still an area where I could not find what I was looking for: lingerie! After studying at the London College of Fashion, I was ready to launch In Bloom London. The name comes from the metaphor of the cherry tree used to illustrate the concept of Cradle to Cradle. Imagine a cherry tree in spring; the blossoms cover the branches and the ground underneath the tree. Blossoms are not waste, they nourish the soil and feed birds and insects. The tree produces more than it needs for its own subsistence and, by doing so, creates nutrients for its whole ecosystem. We like to think of In bloom as a restorative brand, good for the planet, good for the people crafting the garments and good for the skin and soul of the person wearing them. I hope that you will find in our pieces the details, fit and softness that we gave a lot of thought, love and attention to. Emily Huc, founder & designer |
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Our manufacture
Our designs are transformed into garments with the collaboration of experienced underwear professionals and specialised pattern makers.
Our factory is based in the north of France, only about 200 miles away from our shop in London. The family run manufacture is expert is corsetry. Every member of the team has specific skills and amazing knowledge about how to make the best quality bras and knickers. A great deal of attention is given to make sure that each specific piece is perfect.
