The gorgeous UK label Shell Belle Couture occupies a unique place in the luxury lingerie and loungewear market, offering authentic 1920s heirloom styles that appeal to the most discriminating of 21st Century brides.
It’s one of those smaller brands that is admired as much for its craftsmanship and design as for founder Michelle Blenkinsopp‘s unwavering devotion to preserving the Art Deco aesthetic of the American Jazz Age in fashion and culture.
Now, the Cornwall-based Shell Belle Couture is making a big splash in the Christmas market with a brand-new website (complete with online boutique) and a head-turning photo campaign that shows off an Autumn-Winter range that revitalizes the brand’s vintage spirit.
And the timing couldn’t be better: Shell Belle Couture is among the finalists for best loungewear brand in this week’s UK Lingerie Awards, and its new offerings are bound to generate substantial pre-show buzz.
Best known for its trousseau-worthy Gatsby-era camisoles and slip-dresses and ravishing silk kimonos, Shell Belle Couture‘s latest also includes some utterly unique creations that deserve to be seen outside the honeymoon suite.
That’s the cream Prohibition Blouson (£179) in the top photo, which marries a spotted tulle base with fine Leavers lace and a scalloped hem that would look perfect over jeans. It also pairs nicely with the Cocktail Cashmere over-slip (above, £259) for modesty or those chilly autumn nights.
We’re also smitten with the Aphrodisiac silk collection in a pale mink grey hue, embellished with delicate embroidery and silk-covered buttons. See several examples below.
It’s worth noting that the UK Lingerie Awards, which will be handed out on Wednesday, dropped the ‘bridal’ category from its prize list in 2012 — an unfortunate move, since bridal lingerie fashion allows designers to create statement pieces based on their most romantic and artistic visions. Numerous boutique brands have recognized the bridal market as a growth opportunity in recent years, with the result being that Britain has an abundance of premium labels courting each season’s new crop of brides.
Shell Belle Couture, which has always been a bridal label first and foremost, enters this week’s awards ceremony competing in the best lounge and sleepwear category, a distinction that is both well-deserved and a bit misdirected at the same time. We’d love to see all of Britain’s trousseau artistry side-by-side in a future competition.
Meantime, below we have some of the best looks from Shell Belle Couture‘s outstanding fall photo campaign. The interiors are from a stately home in Penzance, while the exteriors were shot at Ingress Abbey near London.
Shell Belle Couture ships worldwide and has numerous retail stockists in Europe, USA and the Middle East. The brand is offering a 15% discount to online shoppers to celebrate its webshop launch — use the code SPOILT as shown in the flyer above.