British designer Hermione de Paula champions a contemporary, feminine yet quirky aesthetic of unusual floral prints with a twist. Having cut her teeth at Christian Dior Couture, Alexander McQueen and John Galliano, her eponymous luxury label was launched in 2010 and has been thriving ever since, with industry support from names like Daphne Guinness and Manolo Blahnik. We caught up with Hermione to find out more…
TS: What’s the Hermione de Paula ethos all about?
HDP: The idea is always unconventional florals; unique flowers with hidden elements. Here, a flower is not just a flower – dual aspects in the prints reveal hidden elements. [Think] English heritage and craftsmanship; feminine with a tongue-in-cheek humor.
TS: Tell us a bit about your S/S13 collection – what was the inspiration behind it?
HDP: Female adventurers – the collection exists as a dreamlike state of memories, colors and surreal episodes that make up their journeys. The sensory and hallucinatory exploration invites a surreal-like quality to the prints, forming part of the pervasive theme that things are not always as they seem – travel, a fun summery feeling, 99p Flake ice cream cornets emerging from floral stems in rose bouquets and vividly hued cocktail flowers with umbrellas opened up to reveal their bounty…
TS: What can we expect for A/W13?
HDP: More unconventional florals, as well as exciting new embroidered and embellished elements that give the prints a unique three-dimensional quality.