A narrative arc for exceptional cotton classics

Satisfyingly symmetrical seams. A cotton that's both firm and elastic. Silhouettes that move gently with the body. With FLORE FLORE, founder Flòrian van Zuilen has perfected the art of the cotton basic. Her designs are born from a fashion legacy carried by her mother and great-grandmother, and shaped by the women she surrounds herself with. Each piece is an ode, named after a woman in her circle.

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I developed FLORE FLORE’s brand story, anchoring its identity, ethos, and purpose in a narrative that continues to shape the way it communicates. Additionally, I contributed to the messaging for its four-year anniversary, refining its celebratory tone and expression.

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Since its inception, the brand’s figure-flattering, sumptuous-quality staples quickly became a favourite among global style icons such as Kendall Jenner, Emily Oberg and Jill Kortleve, securing its presence in top-tier stockists including SSENSE, Galeries Lafayette and NET-A-PORTER.