Founder, Laura Cloke
How/Where did it all Begin?
Ell & Cee launched in 2002, making small handmade collections for selected London Boutiques. The label gained a lot of press coverage and gave us the confidence to launch the brand properly at London Fashion Week a few seasons later. We now have a great stockist base across the world and a loyal army of incredibly stylish fans!
Although originally she simply took 50s style petticoats and adapted them into modern day pieces, Laura’s look soon moved on and began creating beautiful new lingerie, using her initial work as inspiration.
The brand was shown for the first time at London Fashion Week in February 2007. Silk Ruffle knickers and Peek-a- Boo panties are classic styles in every collection, but Ell & Cee is not simply a lingerie label. Believing that such sumptuous silk frills should not always be kept under wraps, Laura also makes flirtatious outerwear such as camisoles and bed jackets, adding a touch of romanticism to everyday dressing.
The collection is very much inspired by the boudoir and is reminiscent of an age when ladies took pleasure in dressing up and flaunting their femininity. Collections are made in the UK, and every piece is lovingly hand finished by the Ell & Cee team.
How would you describe your Style?
Eclectic, laidback grunge style and a bit mis-matched; usually involving some sequins. I do think if you start analysing personal style too much, it all goes wrong!
Do you have a Muse?
No one specific; I'm inspired by fabulously dressed women in everyday life, who aren’t afraid to take risks and realise fashion is fun.
What Fabrics do you like to use and why?
We use luxurious silks and silk chiffons to ensure the best quality in our garments. I’m always on the lookout for a bit of sparkle in the form of interesting trims and laces. Some of our pieces are limited edition because I simply can’t resist vintage finds; even if it means only making a few.
Have you had a chance to Travel?
We always end up in Ibiza every summer as I’m completely seduced by the laid back, bohemian vibe. The last three collections were designed whilst sitting on Salinas beach. The relaxed modern day hippy completely sums up the Ell & Cee look. The new Swim Lounge range is about laidback lounging.
Where is your Home Town and do you still live there?
I grew up by the sea and love it, so whenever I’m tied up in London for a few days, I get withdrawal symptoms; can’t beat walking along a windy beach with my two lovely doggies!
What is the best piece of Advice you've ever been given?
Wear fabulous underwear at all times of course! Oh, and great shoes.
What is your Quirkiest Habit?
Oh I couldn’t possibly say......
What is your Happiest Memory?
Climbing into bed after a very long wedding day, with my new hubby and a giant piece of cake.
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