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 13 years designing for high volume, high street fashion retail. I still do. I enjoy the restriction imposed by commercial design briefs. Since having my daughter in 2015 I'm finally realising a long-held dream of developing my own ranges for fashion and home with a focus on children.


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

With over ten years’ professional experience in the fashion industry, I have developed a flexible, confident handwriting style adaptable to any brief. Creative yet commercial, I’m equally at home interpreting catwalk 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, I have an understanding of the way in which my designs interact with the garment.

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.

Launching 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.


Since my photography-enthusiast Dad bought my first camera for me when I was 10, I have been relentlessly documenting the world around me in still images. A module on my graphic design degree and, in later years, an adult education course further broadened my photography skills. 

I have enjoyed undertaking professional assignments for Spotify and holiday company Under The Thatch among others. My work has been featured in Cooler magazine, Cosmopolitan and Ikea Live magazine.

I like to use natural light and an unobtrusive, unstaged approach to create clean, emotive images. I'm currently learning about creating moving images and editing film which is a specialism in which I'm excited to develop.

My photography portfolio can be viewed here.