In a landscape increasingly defined by speed and saturation, Shop Squeeze arrives with a sense of quiet clarity.
Founded by Auckland-based creative Eloise Bloomfield, the emerging label is carving out a space that feels both deeply personal and refreshingly considered – a brand built not on excess, but on intention.
Relaunched in May 2025, Shop Squeeze marks a new chapter for Bloomfield, evolving from her earlier venture Silk By Eloise, which centred on made-to-order drops. The shift to ready-to-wear signals a desire for immediacy – garments that move seamlessly from creation to wearer – while maintaining the same thoughtful approach that underpinned her beginnings.
Despite not formally studying fashion, Bloomfield’s pathway into design feels instinctive rather than accidental. Growing up in New Zealand, she found inspiration in the country’s tight-knit creative community, particularly in the wave of female-led brands shaping the local industry. That environment, she says, gave her the confidence to build something of her own – a space for expression grounded in authenticity.
At the heart of Shop Squeeze is a commitment to simplicity. The brand works exclusively with 100% silk and 100% cotton – “nothing more, nothing less” – creating garments designed to be worn often and to endure. There’s a tactile honesty to the pieces, underpinned by a belief in natural fibres and thoughtful construction. This extends beyond materials into process, with Bloomfield choosing to work closely with New Zealand suppliers and manufacturers, reinforcing a sense of community that feels increasingly rare.
That care is evident not only in how the garments are made, but in how the brand presents itself. Shop Squeeze has a distinctly clean, curated aesthetic – restrained yet emotive – with a focus on pieces that feel lived-in rather than overly styled. It’s a level of consideration that sets it apart; few early-stage brands in New Zealand are approaching their identity with this much intention and cohesion.
The brand’s narrative is deeply personal. Inspired by Bloomfield’s grandmother, Felicity – who spent years handcrafting silk and cotton nightwear – Shop Squeeze carries forward a legacy of softness, durability, and quiet luxury. The name itself, drawn from Bloomfield’s nickname, further anchors the label in intimacy. It’s less about creating distance through fashion, and more about bringing the wearer closer to the garment – and to themselves.
This philosophy is distilled in Shop Squeeze’s latest release, Phase 2, which centres on a single piece: a 100% silk bias-cut skirt. Understated yet striking, the design reflects Bloomfield’s focus on wearability and form – a silhouette that flatters without compromising comfort. The accompanying campaign, shot on film in her Grey Lynn flat, mirrors this ethos. It’s personal, nostalgic, and unpolished in the best way – a lived-in backdrop for a garment designed to become part of everyday life.
Rather than chasing trends or volume, Shop Squeeze is building slowly and deliberately. Each decision – from fabrication to imagery – feels measured, resulting in a brand that resonates not through noise, but through nuance.
As New Zealand fashion continues to evolve, Shop Squeeze stands out as a label to watch – one that understands the power of restraint, and the lasting impact of garments made with meaning.
shopsqueeze.com
@shop.squeeze