Hermione De Paula

Born from a first class education at Central St. Martins, Hermione de Paula gained work experience for luxury labels such as Christian Dior Couture, Alexander McQueen, John Galliano, and Giles, and launched her own ready to wear label in 2008.

Unusual floral prints with a twist are the signature of the Hermione de Paula label - whether rose petals are in fact made of fish tails or flowers are made of metal or ice. Mixing traditional English craftsmanship with playfulness and individuality, Hermione creates a modern definition of femininity contrasting delicacy and softness with a strong dynamic edge.

Melodramatic hand-painted and collaged florals in soft muted hues are built on the sultry romantic element indicative of the label, fading down or layered over the body, exposing the wearers' fragility and objectifying her sexuality. Hermione centres her inspiration each season on an unconventional female character and each of the pieces possess a sensual magnetism that appears in accordance to the new muse.

Hermione's girl has a penchant for quirky design that communicates her femininity, while maintaining a tongue in cheek humour. Her philosophy in life is 'I probably shouldn't, but I will anyway.' Balancing a layer of fantasy in her aesthetic that is intrinsically female, sexual charged yet nonchalant.

Industry suppoorters include: Camilla Morton, John Gallianao, Daphne Guinness, Katy England, Bronwyn Cosgrave, Manolo Blahnik, Giles Deacon, Stephen Jones, Vanity Fairs Elizabeth Saltzman, Gianluca Longo and Yasmin Le Bon.

International exposure of the label include a ‘Best of British’ S/S11 catwalk in Bangkok, a sponsored show for Busan Pret a Porter in Korea, an exhibition for cutting edge boutique and gallery space Sister/CANDY boutique in Tokyo, and an installation for concept store Maison BO-M in Saudia Arabia, following the success of the SS/11 London Fashion Week installation at Liberty in London.

Hermione has acted as a print consultant for luxury shoe brand Nicholas Kirkwood, collaborating on the mainline, pre collections and special projects including the recent Keith Haring collection which launched the Nicholas Kirkwood flagship store in Mayfair. Hermione also has her own line of printed shoes for AW/11. Other notable collaborations include ASOS.com for an exclusive summer kimono and kaftan range.