Golden light, open air, and the feeling of something new.
There’s a certain moment every year when everything shifts. The light lingers a little longer, the air softens, and getting dressed starts to feel different—lighter, more instinctive. In Bloom was created for that moment.
This season, we leaned into nature. Pieces that feel soft on the body, yet are rich in detail—embroidered textures, delicate finishes, and thoughtful construction throughout.
Shot in the home of our muse Lyssielooloo, In Bloom comes to life in a space that feels as intimate as the pieces themselves. Sun pouring through windows, quiet corners, lived-in and floral textures—a reflection of spring as it really is: soft, layered, and unfolding in its own time.
The Collection
In Bloom unfolds through a series of distinct stories—each one rooted in femininity, expressed through texture, detail, and mood.
Lilith is light as air, a little undone. Embroidered eyelet mesh, soft ruffles, and just enough charm—made for warm days and long lounging.
Fresia feels sweet, sunlit, and softly romantic. Embroidered mesh designed for cottage escapes, bare skin, and quiet moments.
Delphine moves with you. Floaty chiffon, flirty silhouettes, and a touch of old Hollywood allure—main character energy, always.
Althea is garden dreams, reimagined for lounging. Soft chiffon, lace touches, and dainty bows—made for slow mornings and open windows.
Ribonne plays with flirtation. Bows, florals, and delicate embroidery—dreamy, detailed, and unapologetically feminine.
Lilou brings a softer ease. Airy stretch chiffon, the prettiest lace trim, and pieces designed for cozy days and flirty nights in—effortless, wearable, and quietly romantic.
Our Muse — Lyssielooloo
Lyssielooloo brings a world of her own into everything she touches. Defined by soft pastels, lived-in beauty, and an instinct for creating warmth in every corner, her aesthetic lives somewhere between gardencore romance and modern muse ease. Home is her universe—filled with light, layered textures, and her cats, Juni and Winnie moving quietly through the frame, shaping the rhythm of the campaign.
There’s a quiet artistry in the way she lives. Florals, soft colour palettes, delicate details, and a sense of calm femininity that feels deeply personal. It’s a world her community is naturally drawn into—calming, considered, and subtly shaped by her witty, effortless presence.
In Bloom echoes that same sensibility—romantic but grounded, intricate yet natural—made for a muse whose world already mirrors the collection itself.
We asked Lyss a few questions about her home, her style, and what this season feels like for her. From life with her cats to slow mornings and the quiet beauty of her everyday world, she shares a glimpse into the atmosphere that inspired In Bloom—in her own words.
A Conversation with Lyss
Your space feels so serene—if your home had a personality, how would you describe it?
It’s calm until you actually live in it. Visually she’s very put together, soft, layered, smells good. Realistically, she has cat hair EVERYWHERE, has one cat sleeping in the same spot for 14 hours and one parkouring over antique furniture.
What made your new space the perfect backdrop for this shoot?
The cats are just like me and don’t like leaving the house… So this was a win win. Also everything already looks styled, so I can stand there and pretend I perfectly planned this all.
How did it feel shooting in such a personal space?
I love being home. If there's a nip slip or something it’s like “it’s totally cool I’m just at home”. When I’ve taken the girls out of the house for photos it’s an absolute nightmare so this was heavenly for all of us.
What does spring feel like to you this year?
I’m just going where the wind takes me and where the flowers grow and not caring what people think.
Your personal style is so distinct. How would you describe it in three words?
Layered, feminine, and colorful.
Which set from the blush spring collection felt the most “you” and why?
So hard but probably the white top and bloomers. It looks effortless but is secretly doing a lot. That’s my whole thing. If it looks easy, I probably spent way too long making it look that way.
What was your favorite moment from the shoot day?
It happens every single time and I will never get over it but everyone was absolutely shocked and dazzled by how Juni would just knock out in every room we were in and I am like “did you guys think I was lying about this or-?” Cracks me up every time!
What was it like having your cats Juni and Winnie around during the shoot?
Juni did exactly what she was hired to do, which is nothing. Fully asleep, little bandana… perfection. Winnie, she looks like an absolute angel doll in EVERY single shot… it sickens me.
This feels like just the start of something special between you and blush—what has it been like bringing this collection to life with the brand?
It’s been really easy in the best way. They showed me the inspo and I was like… oh my god you’re in my brain!! They showed me the direction and I didn’t have to reinterpret anything or make it “fit” me, it already did. They are the sweetest best team of women.
Unfolding Into Spring
In Bloom is a study in softness, detail, and the quiet shift into a new season. Pieces that feel intimate yet considered, romantic yet grounded—made to be lived in, styled instinctively, and returned to again and again.
Through Lyssielooloo’s world—her home, her rhythm, and the quiet beauty she creates around her—In Bloom finds its full expression.
At its core, the collection is about ease in its most elevated form: beauty that doesn’t ask for attention, but holds it anyway. A spring unfolding slowly, intentionally, and entirely in its own rhythm.
