Phirefly was founded in 2006 and incorporated as a limited company in 2010 supplying placement graphics, repeats, branding and product design for the fashion industry.

I'm Philippa Lurcock, and that picture is me at the kitchen table in the 80's, head bent over my latest fashion drawing. Which is how I remember most of my childhood when I wasn't playing out or taking photos. Not much has changed.

I've spent the last 16 years designing for high volume, high street fashion retail. I still do. I enjoy the restriction imposed by commercial design briefs. I'm at my most creative when realising a vision within the parameters of budget, time and trend constraints.


I design original placement prints, embellishments, textile repeats and branding for fashion and home across all ages, both male and female, with a particular specialism in childrens print design.

With nearly 20 years’ professional experience in the industry, I have developed a flexible, confident handwriting style adaptable to any brief. Creative yet commercial, I’m equally at home interpreting newly breaking trends as developing quirky characters for toddler clothing.

Licensed character incorporated design is also an area in which I have expertise, having worked on Disney, Sanrio and Mercis property.

With a pattern-cutting qualification and experience of working closely with technologists and product dedgners, I have an understanding of the way in which my designs interact with the product.

I produce artworks in both Illustrator and Photoshop. Experience of working closely with both UK and offshore print houses ensures designs are technically viable for production. Elements of hand rendering, sketching, photography and painting are often incorporated which gives artworks a unique edge.

Long-term clients include F+F at Tesco, Nutmeg at Morrison's, Watermelon Creative and Next.


Since my daughter Fern was born in 2015 I've been compelled to create a range of printed fabrics inspired by her, our basset hound Olive and our shared love of the outdoors, nature and camping.

I had started to make clothes and nursery items for Fern but struggled to source jersey knits with prints I liked. I decided to start designing fabric myself and these are now available to buy here.

Creating my own range of fabrics is something I've always wanted to achieve. It's an entirely different process to my commercial work which is highly brief-led in that someone else researches trends, decides on a palette and instructs me to supply a design based on exacting requirements. This is a comfortable, familiar way of working.

Creating my own ranges is an exciting departure which affords a level of freedom and authenticity that is immensely satisfying.