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Meet the Margate-based duo giving vintage bloomers a seriously frilly makeover
In a sunny corner on the South East coast of England, Sheri Scott (aka Forever Yours Betty) and Elizabeth Whibley are crafting a revolution in underwear-as-outerwear. Their brand, Bloomies (@bloomieland on Instagrm), transforms the iconic vintage bloomer into a playful, ethical statement piece designed for bodies of all shapes and sizes.
Using deadstock fabrics, vintage trims and sustainable practices, Sheri and Elizabeth have created a unique collection of joyful, frilly bloomers that challenge fast fashion while embracing self-expression through seriously cute clothing.
be styled in many ways, hence their name!
“We’re motivated by joy,” explains Elizabeth, “and thank goodness we are because you really have to be a resilient person with a positive outlook to have a small fashion brand in the UK, especially competing with unethical, cheap, fast fashion brands.”
A blooming business
The seeds of Bloomies were planted when Sheri, who had been collecting vintage bloomers since her teens, approached Elizabeth about creating a limited line of the garments. “I always thought every time I found a pair that they were the most special pieces,” says Sheri. “How something so silly and cute looking was worn underneath it all, just for you to feel fancy.”
Sheri had long admired Elizabeth’s work. “I’ve been a big fan of Elizabeth’s designs since we met online almost a decade ago – I was a customer first! So I felt she was the perfect person to approach about creating a limited line of bloomers. After our pre-orders sold out twice, we knew we were onto something and before we knew it, we were setting up Bloomieland together.”
Vintage fashion can be so inaccessible – we were keen to make frillies for every body
For Elizabeth, who had studied fashion and textile design, the partnership had come at just the perfect time. “Like many creative freelancers, I experienced severe burn out with running my own business and needed to step away into something else,” she explains. “Bloomies truly came at the right time.” Alongside Bloomies, Elizabeth runs her namesake brand, Elizabeth Whibley, and was able to bring all her hard-earned experience into the brand new venture.
As well as mirroring each other’s aesthetic vision, the pair have built a friendship and working relationship built on trust and mutual respect. “Genuinely nothing has been more rewarding than working alongside Elizabeth,” says Sheri. “Her knowledge, her energy… we make a very good team. Even on the hard days we both remember leaving, being like ‘today was hard, I love you’ with big cuddles.”
environment bright and vibrant, from ceiling to desk!
Elizabeth echoes this sentiment: “I adore working with Sheri – most days it simply doesn’t feel like work and for that I am beyond grateful. Our skillset is the perfect Venn diagram – we are able to balance out the silly and the serious.”
The pair have a clear division of labour – Elizabeth handles the sewing and practical elements, while Sheri takes care of the copywriting, though there’s plenty of business overlap.
Celebrating every body
What makes Bloomies stand out from the crowd is their dedication to creating brilliantly silly, joyful and inclusive pieces without compromising on ethics. “Vintage fashion can be so inaccessible, especially to plus sizes, so we were keen to make silly frillies for every body!” Sheri explains.
Their collection consists of several distinctive styles, each with its own playful character. The Niftys are ‘nifty by name, nifty by nature.’ These adjustable bloomers are inspired by the seaside, and can be worn long like board shorts or tied up short for paddling. The Balloonies are shorter and wider in shape, while the Weenies are, as Sheri describes, “like the Balloonies but weenier.”
The Naughtys are inspired by original, chafe-resistant vintage bloomers and, despite being the smallest style, are the most intricate to sew. “Even though they’re the smallest, there’s so much shirring elastic, lace and accuracy needed, but it’s oh-so worth it!” says Sheri. Elizabeth has a particular fondness for the Naughtys: “I think anything I can ruffle is my favourite thing to make as I enjoy the volume and drama it gives!”
a bright, vibrant, ‘silly and frilly’ vibe
Every garment is sustainably and responsibly made by hand in Margate, with careful consideration at every stage. “From the sourcing of fabric and picking of vintage laces, to our incredible sewing team, every part of Bloomies is so carefully considered,” Sheri explains. The pair prioritise second-hand, deadstock or vintage materials.
The Bloomies duo take pride in their transparency, providing customers with ‘receipts’ showing exactly where every penny is spent. “We believe when people know how their clothes are made and the hands that lovingly touched them, it adds more magic
to the experience.”
Inspiration for their playful designs comes from unexpected places. “We will see a random vintage graphic or meme and think ‘that’s so bloomies’. We love anything kitsch, colourful, silly and frilly!”. Their Halloween collection, named Gloomies, includes darker colours too. Their small business structure means they’re able to respond to cultural moments, like creating a Brat Bloomie inspired by Charli XCX.
We want to make items that are treasured – kept forever, handed down or over to friends
Both are passionate about making clothes that hold special meaning. “We want to make items that are treasured – kept forever, handed down or to friends. Like the sisterhood of the travelling Bloomies,” says Sheri. “Making gives a huge sense of satisfaction,” Elizabeth adds, “The joy of seeing an idea you had come to fruition and passing on that joy to our customers.”
For any aspiring sewists out there, the pair have some heartfelt advice. “Find a partner
in crime with a similar aesthetic!” suggests Sheri, who says she struggles with coordination due to dyspraxia. “If you’re a beginner, remember that your skills won’t happen overnight but that’s okay!” Elizabeth emphasises practice and patience: “It’s the age-old phrase but practice really does make perfect! And regular practice is what will help your confidence.”
Looking ahead, the future is bright for Bloomies. They recently launched their most requested style – the Nices – and have plans for a bridal collection to coincide with Elizabeth’s upcoming wedding. They’ve also ventured into content creation with a podcast and YouTube channel where they share behind-the-scenes insights into running a size-inclusive, sustainable business.
“We have such a drive to grow Bloomies and would love to branch out into more clothing and accessories,” says Elizabeth.
With their shared passion for ethical fashion, commitment to inclusivity and infectious enthusiasm, Sheri and Elizabeth prove that when style and substance bloom together, the results are fantastically frilly.
Stay up to date by following the duo at @bloomieland
