Florere co-founders Michelle Evatt and Heidi Fielding met while studying fashion and business at the University of Brighton. After graduation they both moved to London to pursue successful design careers on the high street, where between them they spent time at major names such as Ted Baker, Oasis, Debenhams and New Look.
After the pandemic and the turmoil that came with it, the pair established their own design agency, Curated Collective, through which they created designs for other major fashion names. Alongside this, they also set about establishing their own brand Florere.
Florere seeks to offer a counterpoint to homogenous high street design with feminine pieces, that are both wearable and impactful. Launched in September 2022, it quickly established a strong reputation for its dresses, in particular, but the collection takes in separates, knits and tailoring. Available through John Lewis, the brand also launched its own e-commerce site last year.
Recently it secured investment, with Evatt and Fielding planning to use the funds to add to their team, invest in stock and marketing, and grow the brand in the UK and internationally. The investment led to Richard Sims joining the business as lead investor and chair. Sims is a well-known investor and brand turnaround specialist and is also currently chair of lingerie brand Bluebella. He has previously worked with well-known names, such as Mint Velvet and the Fold.
Evatt and Fielding talk to TheIndustry.fashion about how their friendship, high street careers, shared values and contrasting personal styles have all gone into the creation of the brand. They also discuss their ambitions for the future.
Please tell us how you two met, your story goes back a long way…
HF: We met on our first day at Brighton University where we were both studying Fashion and Business and lived together for four years. After graduating, we moved to London to start our careers in fashion, and continued to flat share for another 10 years!
ME: So you could say our collaboration started way before we started Florere!
You both went on to enjoy successful careers on the high street after university, can you give us a brief insight into the roles you carried out?
ME: Between us, we have over 20 years’ experience working in creative lead roles at British brands. I spent 14 years at Ted Baker, starting as a womenswear designer and progressing to Associate Director of Womenswear, before moving on to Oasis as Design Director.
HF: Following five years at M&S and then four at Debenhams, I spent 10 years at New Look, where I left as Head of Design for Womenswear and Brands. Our varied experiences have really shaped our approach to design and given us a deep understanding of the British high street, brand and all product categories.
Michelle and Heidi’s relationship dates back to university
You set up your own design agency before your own brand, was the brand always in the grand plan or did the idea come later?
HF: Yes, we’ve really been on a journey since taking the leap. Coming out of lockdown, we both felt the market had become flat and uninspiring. There was a sense that so many brands were beginning to blur into one, and it left us feeling disheartened about where the industry was heading. But with that came lots of ideas and a strong sense that there was opportunity to do something differently. We’re deeply passionate about good design and missed the days when the high street was thriving with unique independent brands and clearly defined identities.
ME: At the same time, we both had young children, and motherhood truly shaped this new chapter for us, giving us fresh priorities, perspective, and ultimately a renewed sense of purpose. That coupled with our belief there was a real gap for something distinctive, and unapologetically different.
Florere has a very distinctive handwriting, how does in blend your respective visions? You both have slightly different personal styles…
HF: I think we naturally come together through a shared sense of femininity. We both have that eye for the little “something different” whether it’s a print, a detail, a silhouette or a colour. We’re always on the hunt for that special something.
ME: …And even though our personal style differs, ultimately we align on taste and an overall vision. We both love putting a unique twist on things, but we also share a sense of commerciality, so everything feels wearable yet distinctive.
What was the response like when the brand first launched and what did you learn from that experience?
HF: It was really positive. What motivated us was the feedback from customers, our ultimate inspiration – seeing women buy into the brand and hearing such positive comments we knew we were doing something right. Presenting the brand to partners and seeing their response, and ultimately being stocked was such a huge validation for us.
ME: It was really clear from the start that there was a real appetite for what we were putting out in the market. The early validation from partners and customers taught us to keep trusting our instincts, shake off the naysayers and stay true to what makes Florere so unique.
Florere has gained a strong reputation in dresses
You are very focused on dresses, will that continue as the brand develops?
ME: We’re absolutely dress obsessed, dresses are really at the heart of what we do. They’re driving our sales and we genuinely believe they’ll always be central to our DNA.
HF: That said, we plan to grow other categories as the brand develops. We’re already seeing great traction across the range, so expanding feels like a natural next step.
You’ve also received some funding to support the expansion – what was that process like and what do you intend to do with the funds?
ME: The process of securing funding was intense, and a real learning curve for us as female founders. Many late nights, creating decks and pitching, telling our story, and navigating the world of investment, it was a rollercoaster of a year running the business and pitching at the same time. When we signed with our first two investors it was a big pinch me moment. We feel incredibly proud to be in that small percentage of women who receive investment, particularly to have secured that in the fashion retail space – it’s no mean feat!
HF: Having Richard Sims join as lead investor last year and Chairman was a pivotal moment for us and a huge vote of confidence. His track record in fashion is so impressive, from his time at Mint Velvet to most recently at Bluebella and The Fold London, we are overjoyed to have him on board. Alongside Richard we have two amazing female angel investors who are equally inspiring and are the best cheerleaders.
ME: The investment will mainly go into people, we are a tiny team at the moment spinning a lot of plates! Stock to support growth independently, and marketing to help take Florere into its next chapter of growth.
It’s a tumultuous time for fashion but you appear to have found your place in it, what do you think it is about the brand that appeals to retailers and customers alike?
ME: From day one, Florere has been about creating clothing that are packed with personality, that are bold and unique. We’re not chasing trends, we’re making pieces that make people feel confident, and special. Our ambition was to create collections that spark conversations and bring joy!
HF: And that’s why retailers and customers connect with us. We deliver ranges with a point of view, with real impact, pieces that feel unforgettable but are still wearable and easy to love beyond the season.
ME: The day we launched Florere, we walked to the tube head-to-toe in Florere, and a woman stopped us in our tracks. She said: “Can I just say you look amazing, where are your dresses from?” In that moment we felt so emotional, because that’s exactly the reaction we want people to have when they see or wear our clothes.
Florere aims to deliver wearable designs with impact
There has been a raft of brands established by former high street designers and executives in the post-pandemic era. Do you think that high street grounding gives has given you an advantage as entrepreneurs?
HF: Our time in the industry has definitely given us that knowledge and experience, and importantly a perspective that helps. We’ve seen it all: the good, the bad, and the ugly!
ME: Realising the power of our combined networks has also been incredibly humbling, knowing where to ask, who to ask, what to ask, and recognising the people who have leaned in to help with a genuine desire for us to succeed. “Work hard and be nice to people” is a bit of a mantra for us, and I think it has stood us in good stead.
What’s the grand vision for Florere? Where would you like the brand to be five years from now, for example?
ME: To be a global brand recognised at a glance through its unique DNA and design. We want to create a company that people genuinely want to work for, a great place to work that is inspiring, creative, and kind, with a culture that allows everyone to thrive.
HF: The ways of working we stepped away from were left behind for a reason. We want to define our own narrative and step to the beat of our own drum.