Born in Devon Hermione de Paula grew up amongst family of artists, which is where her love for illustration and crafts grew. Armed with a first class degree from Central St. Martins, and training at Christian Dior Couture, Alexander McQueen, and John Galliano, Hermione de Paula and launched her luxury ready to wear label in 2010. Unusual floral prints with a twist are the signature of the Hermione de Paula label - and form part of the pervasive theme that things are not always what they seem. Drawing inspiration from traditional English florals, dual aspects within the hand illustrated and painted elements form these unconventional prints. Here a flower is not just a flower, allowing the wearer to gradually discover intricate details within the prints over time. Described as the ‘go to label for the not quite what it seems’ Hermione creates a modern definition of femininity contrasting delicacy and softness with a strong dynamic edge. 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 sexually charged yet nonchalant. Industry supporters include: Camilla Morton, John Galliano, Daphne Guinness, Katy England, Bronwyn Cosgrave, Manolo Blahnik, Stephen Jones, Elizabeth Saltzman, Yasmin Le Bon, and the Centre for Fashion Enterprise.