Local couple launch luxury loungewear brand from the home of the corset




Local couple launch luxury loungewear brand from the home of the corset

Items from the Phoebe Joan collection

A couple from Market Harborough have launched a new international luxury loungewear brand this month from their base in the town. The company’s headquarters are less than a mile from the site of the old Symington factory famous around the world in the 19th and 20th century for making corsets – a slightly less glamorous form of lingerie.

Rooted firmly in the 21st century, the Phoebe Joan online fashion company specialises in limited edition luxury silk gowns. The business has been founded by Jennifer Towner and Luke Primmer who moved to Harborough from Preston in 2014 in order to pursue their new fashion business. The company is named after their 7 year old daughter.

Phoebe Joan offers both ready to wear and made to order gowns that are designed, printed, cut and sewn by specialists in England. Each gown uses sustainably and ethically sourced materials to produce limited edition silk gowns. The designs use silks with prints from designers, as well as the couple’s own exclusive art work and vintage fabrics from the archives of London based store Liberty.

We are very excited about launching Phoebe Joan from a town which is known for pioneering underwear in the 19th century,” comments Luke. “Of course, our loungewear is a little different to the Symington corset in terms of comfort and beauty: we are aiming to create a luxury brand that allows for individuality, but is also sustainable and timeless.”

Phoebe Joan source and design their gowns in England. In addition to a ready to wear collection, they also offer a bespoke service for gowns which are only manufactured once the order has been received, reducing waste and minimising the environmental impact.

The company has already been selected to exhibit at Handmade in Britain, an international craft event in conjunction with the Royal Botanical Society at Kew Gardens in October. The event aims to ‘showcase exceptional and innovative British and international craftsmanship’, and will feature handmade products that the British public can buy directly from the maker.

Living in Harborough has given us a great base to work from; there are us so many networking and business opportunities in the area. It’s a really great place to be based,” Luke adds.

The gowns are made with up to 8 metres of silk and also feature silk satin, silk lining and sand washed Habotai silk. Within their made to order section, Phoebe Joan offers the Leizu Ivory gown which incorporates silk prints of original art work that dates back 100 years.

Co-owner Jennifer comments: “Our gowns are real works of art which are designed to make women look and feel fantastic. Setting up our own company has enabled us to combine a passion for ethical production with designs that offer elegance, sophistication and individuality.”

For more information or to buy online, go to www.phoebejoan.com.

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