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Founder, Claire Judge

How/Where did it all Begin?

Alöe was set  up in 2003. I saw a real gap in the market for a fashion-orientated lingerie/loungewear line. The market seemed to be saturated with typically 'costume' styled boudoir lingerie, which for me is completely out of sync with the style of fashion I wear. I see lingerie as part of my wardrobe and an extension to my fashion expression. My silk camisoles and blouses can as easily be worn as lingerie as they can as ready-to-wear pieces.

How would you describe your style?

Understated Elegant Chic.

What fabrics do you use and why?

Luxurious silks - silk chiffon, silk georgette, silk satin, silk crepe de chine. Working with silk is like working with a second skin.

Where do you draw inspiration from?

I love the period of the 1920s and early 1930s in terms of fashion and style. It was an era when there was such a feeling of liberation in women's fashion. Alöe captures this period, in a non-literal way, in it's unstructured and comfortable yet glamourous tailoring and in its use of luxurious silks. My designs are often vintage-inspired but always with a clean and contemporary edge.

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