The motivation behind Hermione Flynn, as a designer and brand, is a tenacious addiction to the creative process. As a trained performance artist, Flynn approaches each creative endeavor with intellectual and artistic integrity, producing work which is unique in both design and concept. Unable to limit herself, and the brand, Hermione Flynn can be (un)defined as fashion designer, performance artist, installation artist, film maker and image-maker. There are, however, several themes in Flynn's work which remain constant - the adorned body, a social context, and an element of risk. It is the latter which can be recognized as a signature element in most of Flynn's work. But how does this translate to a commercial garment? In an industry dominated by frivolous consumption, Hermione Flynn is a brand which pioneers fashion as art. With no dedication to a particular style or sub-culture, Flynn responds to the fashion environment and the greater social climate, without bias, generating work which is socially relevant, unpredictable and honest.