How To: Breathe Easy And Sleep Beautifully With London & Avalon

Introducing The Restoration Collection, a new collaborative bed linen range from London & Avalon, featuring colours by Edward Bulmer Natural Paint. The Restoration Collection brings a more considered approach to the bedroom, where tone, texture, and material work together to shape a calmer way of living.

Sleep is where everything resets: body, mind, and mood. Yet the spaces we sleep in are often overlooked, shaped by convenience rather than care. We fall into bed at the end of long days without much thought for what we are sleeping on, or how our surroundings quietly affect the quality of our rest.

A restful bedroom is built on more than comfort. It relies on breathability in every sense: natural materials against the skin, fresh air in the room, and colours that create a sense of calm rather than stimulation. When chosen with intention, these elements work together to support deeper, more restorative sleep.

This collection from London & Avalon reflects that thinking. Ethically made and rooted in natural fibres, it pairs thoughtful design with a palette drawn from Edward Bulmer’s heritage-inspired colours, creating bedding that feels as good as it looks.

In a fast-moving world, the bedroom becomes a quiet form of self-care—and what we choose to bring into it matters more than ever.

In an era where home textiles are often treated as fast-moving consumer goods, the case for investing in higher-quality bed linen has become more and more appealing. London & Avalon positions itself firmly in that space, where their bed linen is not simply decorative, but foundational to comfort and sleep quality, as well as providing sustainable pieces that will last you a lifetime. The colours chosen to support this collaboration are three of our best-selling hues, Jonquil, Ethereal Blue and Fawn, which feature in the delicate Hemstitch detailing.

However, material alone does not explain the appeal of buying bed linen of this quality.

Equally important is how that cotton is transformed into finished bedding. London & Avalon works with established European mills, where textile production is treated as a specialised craft rather than a high-volume process, which is better for the mills and consumer.

This emphasis on controlled manufacturing results in more consistent weaving, better finishing, and a level of durability that is often absent from mass-market alternatives. The outcome is bedding that feels considered rather than incidental and won’t need to be replaced every few years

How did the brand come to life?

Although the brand was initially inspired by the fact that I could not find the ‘right’ kind of linen for my student flat … kept thinking about it through law school, then business school, it was only when I started to work as a lawyer for a Wall Street firm that I realised how desperately I needed a bed which offered the right set up for a perfect rest and recovery for the short hours I had each night (we now call it a bedscape). I began scouting linen shops wherever I travelled – and quickly realised that whether in London or New York,  what I was looking for – extraordinarily, did not exist.

Visiting a Savile Row tailor, Timothy Everest,  I was struck by the extraordinary detailing available for a suit, and how none of it existed for bedlinen. That gap inspired me to create bed linen made the way it once was, hundreds of years ago, taking cues from Louis XIV, who never travelled without a trunk of his linen sent ahead. It spoke to the importance of sleep, rest, and non-negotiable quality. We even tried to name the business ‘Trousseau’, after the essential bundle of linen and silverware once given to mark the start of married life.

What sets the brand apart?

Our very first mill used to supply the Pope John Paul II with his outfits- and every product since shares the exact same DNA of exacting standards for the raw material used, a generous and intelligent cut ( like deeper fitted sheets, deeper pillow envelopes to avoid showing the actual pillow) as well as a supercilious attention to detail and finishing ( revealed in very small stitches, neat corners, subtle detailing). No product is released until it meets all these criteria. It is really simple. We do not deviate from our DNA.

How do we know this is a brand we can trust?

We wanted to build a brand made to last, and therefore a brand inspiring trust and loyalty.  Dedication to excellence of the making was not enough for us, we wanted to embed sustainability from the start at the very core of the brands, so all products are made from natural fibres, processing is rigorously monitored ( such as through OEKO Tex certification for linen), new technologies enable a reduction of water usage.  Our linen is tested by Independent Laundry Engineers who test it to the limit to ensure its longevity in mint condition for up to 200/250 washes.  This is how we reduce our impact on planetary resources, being mindful of the amount of water cotton plants need at the start of the production cycle. Hence the products have to last. We fight against the built-in obsolescence of so many brands.

Finally, we have obtained the prestigious Butterfly Mark from Positive Luxury – and they have put us through our paces! Their bar is higher than B Corp but as we feel that B Corp is so well recognised – we are also planning a B Corp accreditation.

I wish we could share the name of our most dedicated clients, but we can’t! You will have to trust the demanding hoteliers, like the Mandarin Oriental Hotel Group, who have chosen us for their flagship properties to deliver the ultimate in comfort for their guests.

How does the choice of sustainable materials in bed linen directly impact the quality of our sleep?

Bedlinen is very important as it is the closest thing to all of your body during the night  -and we spend on average 6-8 hours in bed each day – amounting to a huge amount of time per year!

 If you think of your skin as your largest organ, it gets exposed to whatever sheds from your linen all night as you toss and turn – hence polyester mix or other man made fibres are probably some of the most uncomfortable but also unhealthy things you can do to yourself – they lacks breathability and sheds microplastics. I see this as slow poisoning – when you are at your most relaxed, open and vulnerable.

By contrast, pure natural fibres such a cotton, linen or hemp will be gentler to your skin, much more breathable – and altogether so much healthier.  Is there anything more delightful than dropping your head into a soft cool pillow, and sliding into the softest of sheets at the end of a busy day?

I see it as a reward everyone deserves – we all know that the quality of your sleep drives the quality of your next day, but also over time it impacts your skin, hair, mental health and ability to focus and make better decision. A comfortable and healthy bedding is a critical choice if you care about  wellness. Sleep is really the foundation of your wellness and your overall quality of life. If you observe most top athletes, it is a recurrent theme in their priorities…

Tell us about London and Avalon, where did it come from and why did you start the business?

Short answer is it had been on my mind for a very long time ( since I was in my teens) as I wanted to emulate the gorgeous beds my grandmother had in her house in France. They felt so fluffy, cosy and inviting. But it is when I was working in the city that I truly realised the critical importance of sleep but also the paucity of options when it came to bedlinen. All the brands were focused on looks (stripes or flowers, etc) while I was obsessed with the feel, and the quality of finishing. I was surprised to find out that people who would spend vast amounts of money on well cut suits in Savile Row ( I was working in a very male environment!) or on flashy kitchens had frankly pathetic bedrooms – the sort of bedrooms you would not really want to spend time on. The bedroom felt the unloved room in the house. It didn’t make sense to me.

The bedroom is where you re-charge for the next day, sleep was my reward at the end of a long day (early starts, late nights), it is really your private and special place and it felt in dire need of attention. I could not believe that there was really nothing available on the market that was beautifully made, with great attention to detail, material quality, finishing but without girly frills. It was all white, average and boring or overly frilly and busy. Beautiful, (mostly) white, indulgently comfortable didn’t exist. Think if James Bond had the ‘dream pad’, this is the only bedlinen he would have. As sharp as his suits. As perfect as his martinis. Some of our clients are very particular about their bedding, down to the last detail, so we think this is a good comparison!

I waited until I was on maternity leave to investigate the possibility of designing and launching a range of classic, understated but ultra luxurious linen – using flax and cotton, focusing on natural fibre, a British look and the best of European craftsmanship. Our very first supplier used to outfit the pope, John Paul II at the time – so I thought this was just the level of craftsmanship I had been looking for.

‘London’ in our name alludes to the Savile Row inspiration (understated elegance, extreme attention to detail, fabric and cut ) while ‘Avalon’ reflects the link to the more nurturing side of the brand, the mythical island of rest and repair where King Arthur used to retreat after battle. My grandmother’s house was nestled on the edge of that forest (well its French version, in the myth, Broceliande – a very ancient, spellbinding Celtic forest) – because everyone -even James Bond, needs a little bit of nurturing sometimes.

Why did you want to work with Edward Bulmer specifically on this new range of linens?

Edward Bulmer Natural Paint embody everything I value in a brand ethos: integrity, transparency, quality, elegance, subtlety but also the courage to stand by their beliefs in a noisy world.

I felt there such a strong connection between our brands when we first met. I also really sensed that Edward’s journey was also a personal quest – so aligned with mine: helping people make better choices for both for their wellness and for the planet, without any sacrifice to their experience.  This is really what luxury was always meant to be. Beautiful, aspirational and ultimately sustainable. Quality products are meant to be well made and designed with the intent to deliver a superior experience, in every respect.  Somehow, this has been lost in the mad race for ‘growth for the sake for growth’ without consideration for the actual consumer’s experience.

From your perspective, why is sleep such a critical foundation for overall wellbeing, and how can our sleep environment support that?

I found out the hard way. `As a young lawyer going through periods of extreme sleep deprivation, everything broke down, my skin was breaking out, my hair became lifeless. Constant exhaustion robbed my spirit – It was dragging myself through life. I learnt to sleep everywhere – any time to grab 5 minutes here and there. One night I decided I would do something about it and start pulling together all the best elements of the perfect bed together: pillows, duvets, bed linen, to ensure that when I was ready and allowed to put my head down, it was going to be pure bliss – even and specially if it was only for a couple of hours. These hours mattered. So my focus now is on how to build the optimal ’sleep pod’:  paying attention to the density and feel of the pillow, weight and tog of the duvet, mattress topper and obviously the feel of the linen: warm and silky in winter, cool and crisp in summer.

What podcasts do you listen to unwind?

Rewinding the World by Ben Goldsmith is my all time favourite, so full of energy, optimism and incredible stories of nature recovery. It is a real tonic. Others include The Sustainable Food Trust, brilliantly narrated by Patrick Holden, as well as occasionally Social Currency by Sammy Cohen on business stories and business models. For entertainment I head over to The Rest is Politics and The Rest is History (highly recommend the episodes on the Rolling Stones – as a antidote to the current mood and world news – the world seemed a simpler place then.)

In what ways does soil health influence the quality and sustainability of the materials used in bedding?

Quality soil has a direct influence on the quality of crops  – I also see an inverse relationship: high quality cotton or flax will last longer and reduce our impact on soil ( since we will need a lot less raw material ) we are talking about a 10 – 20 year lifespan for the products – in mint condition – vs linen that starts to degrade, fray or pill within a year of two.

Can you explain the journey from healthy soil to finished textile, and why that process matters for both people and the planet?

You cannot really have a healthy textile without a healthy soil and a clean process- hence all our products are OEKO Tex Certified. Our goal is to get all our linen at some point from regenerative cotton and this is something I am currently working on.

The OEKO Tex certification guarantees that products are tested for over 1000 harmful chemicals to ensure that the finished product is free from chemicals harmful to human health.  If we can minimise the number of chemical processes we use for all our products, including bed linen, we will in the process begin to repair the planet and reduce the risk of breaching planetary boundaries. This will in turn protect human lives on earth. It is really that simple…

How can creating a healthier home environment improve not just sleep, but our daily energy and mental clarity?

If you consider that sleep is the foundation of your wellness, daily energy and mental clarity, your bedroom is where you need to start. It should be your first investment in the quest of a healthy home, for the entire household. Everyone shows up so much better after a great night’s sleep, from children to grown ups!

How important is it to understand where and how raw materials are grown when thinking about creating a healthy home?

People need to know what they bring into their homes. Is it something that will promote wellness and give the family joy and pleasure or is it something that is potentially harmful?  We all have agency and it is getting easier to find products with integrity. Labels like B Corp and the Butterfly Mark indicate companies aware of their footprint on nature and their impact on human well being. Supporting them is a step inn the right direction.

Favourite thing to cook and eat before a good night’s sleep?

I adore food and it is difficult to choose but poached eggs on buttered sourdough toast are some of my top comfort foods…I switched to Riverford food delivery for my vegetable deliveries as they come straight from farms and they have some cracking recipes- stews and hearty soups which are all time favourites with us (multi vegetable soup with chickpeas and a squeeze of lemon is my other go-to). But my growing teenagers (and husband) still request ‘hot choc’ before bed though…

Talk to us about the link between reconnecting with natural systems (like soil and farming) and improving our sleep quality and wellbeing?

It is a really simple rule for me. The closer to nature, the better. I find comfort in knowing that the products I use are good  or at least less harmful for the planet and for all of us. It brings me peace of mind. Beyond this, the clear link is that our bodies are designed to primarily follow a circadian rhythm ( get up with sunlight, slow down with sundown)  but also to process natural products rather than artificial, highly processed, or chemical products. Therefore healthy food choices (organic where possible, as little processed and as fresh as possible) will always promote better health, and therefore better sleep. In turn, better sleep promotes better health both physically and mentally. It is well known that a good night’s sleep feels like you have been ‘repaired’ -you feel bright and clear minded.

Do you have any sleep rituals that help you switch off after a busy day?

I am very particular about my sleep routine and due to years of under sleeping ( as a young lawyer) I have become very good at falling asleep almost instantly. This is an ability that I protect jealousy. For instance, I ensure that my cognitive field gets sharply reduced after 6-7 pm ( by avoid complex situations or highly charged conversations – which I always report to the next morning ), I dim the lights around the house, light up a candle, I play a  more relaxing music.  Think of it as switching gears: it is easier to stop a car when you have been slowing down a little beforehand than with a hand break U turn.  Sleep is the same. You need to send signals to your body that it is slowing down time to get to a perfectly relaxed state by the time to head to bed.

I always have a warm shower before bed. That is a non negotiable habit!

It helps me leave the day behind and prepare for the night ahead by relaxing everything, body and mind. I then wrap myself in one of our fluffy towels while I clean my face, apply a nourishing oil again with a quick, light massage to fully relax any stored tension from the day) – I them apply a natural body oil with a soothing scent and I am ready for almost instant slumber.  Scents and textures are key at this time – which is one of the bookends of your day: they need to be delicately scented only  ( I prefer powdery scents to citrus or minty scent at night )  to allow you to gently relax into the night.

Explain to those who don’t know the long-term benefits for both personal health and environmental impact that high quality, sustainable bedding has?

High-quality, sustainable bedding is life changing. It is simply good for you in every sense: good to your skin, good for your sleep and ultimately good for your wallet as it ages better than all other linen. Clean of aggressive chemicals, it is gentler on your skin but also on your internal organs which have the heavy task of processing and clearing chemicals out of your system.

Your bedding is the homeware you will always be most intimate with – it covers and touches all of your body, every night for 5-8 hours. It is one of these ‘long exposures’ – Many of our clients  say that you should always invest in your linen and on your shoes, as if you are not in one, you are in the other!

What Edward Bulmer Natural Paint colour are your bedrooms painted in?

We currently have Ethereal blue, Quaker – a sensationally elegant pale yellow with a hint of verbena green – and Jonquil – which I fell in love with at first sight. Next will be the Chatsworth collection…

What is the silliest sleep ‘myth’ you have ever come across?

That sleeping 4 hours per night is enough. Beyond silly, it is reckless!

How does our connection (or disconnection) from nature show up in the way we sleep?

We should be craving nature and nature connection in all we do. We need to remember we are not really separate from nature, we are part of it. So sleeping in unnatural fibres, not paying attention to our circadian rhythm when it comes to the cycle of light and the need for dimmer, softer lighting at night, not paying attention for our deep need to allow sleep to process and repair our brains and bodies at night  – it’s all madness to me!

Shop the NEW London & Avalon collection HERE.