Alöe launched in 2003 with a luxurious silk lingerie loungewear collection and was immediately snapped up by Selfridges, Harvey Nichols and Coco de Mer. Created by Claire Judge who had felt the need in the market for a fashion orientated lingerie/loungewear line that could be worn at home or as key fashion pieces. Claire studied and practiced photography before going on to complete a design course at Central St Martins in 2002.

Claire's inspiration for Alöe came from her love of vintage fashion, her Chinese ancestry and her passion for the 1920's and 30's. This period evoked liberation in women's fashion and Alöe's unstructured, comfortable yet glamorous silk styles takes this influence forward, giving the line a clean and contemporary edge. Alöe's lingerie makes a woman feel sophisticated, stylish and sensual with its attention to detail, superb quality, its luxurious soft-washed silks, French seams, delicate pin-hemming and embroidery.

Patricia Fields quickly snapped up Aloe's elegant lingerie in their first season for Carrie and Charlotte in Sex and the City. Alöe continued to to be featured in the series and soon after Kate Moss, Dita Von Teese, Yasmin Le Bon, Jade Jagger and Florence from Florence and the Machine all became fans.

After the success of the Alöe lingerie and loungewear collection and by natural progression and demand, Claire finally launched a capsule collection of ready-to-wear for Winter 2011 with the full launch for Spring/Summer 2012. The introduction of the ready-to-wear collection promises a complete wardrobe to women who desire elegance and beauty in their choice of dress. The lingerie and loungewear continues now alongside this luxurious, affordable and sophisticated collection.

Alöe can be worn by women of all ages as it's understated style will travel through time.