Hermione de Paula

Hermione de Paula

Origin: Devon, England.

Design background: Hermione studied at Central Saint Martins. She gained work experience with brands like Christian Dior Couture, Alexander McQueen, John Galliano and then worked for Jennifer Nicholson in Los Angeles. Since returning to London and setting up her own label, she continues to freelance and consult for London-based companies such as Nicholas Kirkwood. Recent collaborations include ASOS.com.

Design signatures: "Unusual, hand-painted floral prints with a twist."

Career highlight: "Print consultancy with Nicholas Kirkwood and developing my own range of shoes with him for autumn/winter 2011."

How would you describe the Hermione de Paula woman? "She has a penchant for quirky design that communicates her femininity, while maintaining a tongue-in-cheek, coquettish humour. Her style includes an element of fantasy that is intrinsically feminine and sexual-charged yet nonchalant."

Trademark style: "Asymmetrical hemlines of print with varying depths of hue; veiled in ethereal layers of chiffon."

What is your brand philosophy? "The Hermione de Paula girl lives by the philosophy ‘I probably shouldn't, but I will anyway'"

Price range at retail: £50 - £2,000

Three autumn/winter 2012 inspirations: "Animatronics, menageries and winter flowering plants."

What does 2012 hold for your brand? "International growth and some exciting new collaborations."

What is your favourite decade in fashion? "I love old Hollywood glamour, especially when it's complimented by a backdrop of an elegant and opulent Art Deco interior."

Where do you go in London to seek artistic inspiration? "Walking my three dogs in Abney Cemetery."

Editorial from Designer profile page www.londonfashionweek.co.uk