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Hermione - Hermione de Paula

1. What are you wearing today?
Today I am wearing an HDEP oversized jersey t-shirt with our best selling SS12 print in foxglove fantasy– I literally can’t take it off so comfortable and perfect for studio, I’m wearing with my favourite platform lace up booties and a vintage kimono. We’ll have some exclusive prints in the jersey styles for the boutique at Somerset House.

2. What is your favourite item bought from past Vodafone London Fashion weekends?
I don’t get very much chance to shop during LFW, but I’ll look forward to checking out the new pop up shop this season for sure.

3. What is your essential accessory?
I am never without my high heels, my three dogs, and my treasured jewellery, which I have inherited from my grandmother, one of the rings has a different stone for every year she was married to my grandfather.

4. Whose style do you admire?
Anna della Russo, Daphne Guinness, and I love Fan Bing Bing for her red carpet glamour

5. What is the best part of your job?
The creativity and freedom to pave your own career path is amazing, and working from my amazing work live studio which has a floral roof garden.

6. What do you do on your day off?
Walk the dogs, hang out with my friends – I love BBQ’s in the sun, when I have a few days to spare I love heading to the countryside for an adventure.

7. What is your ultimate Guilty Pleasure?
Swan pedalo rides with a colorful cocktail in hand!

8. Where is your favourite place in London?
I recently found out about the conservatory at the barbican – who knew? An amazing tropical oasis hidden away, I’d love to hold an event or show there one day…

10. What do you love about London Style?
It always has a bit of a twist, part of my brand philosophy is English heritage and craftsmanship and I love the English eccentrics!

11. Sum up Vodafone London Fashion Weekend in 10 words
Can I use just three??! Shop shop shop

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In addition to our SS13 'Trend' shows, this season styled by the legendary Hilary Alexander, we will also presenting 6 NEW 'Designer Highlight' shows, featuring some of our best British brands including Issa London, Twenty8Twelve, ALICE by Temperley, Louise Gray and Zoe Jordan

Following a hugely successful launch at last September’s event, the Events Schedule in the Vodafone Lounge returns, hosted by Angela Scanlon. Get ready for more expert fashion talks, celebrity interviews, beauty master classes and much more. See the website for programme details. All events are free of charge.

Get your hands on this spring/summer's hottest luxury tote bag designed by that best of British accessories label designer Radley, who will also have their own pop up store at the Show. Purchase your bag via the event website. Limited availability.

The LUXE Ticket - our most exclusive fashion experience ever. Front row luxury of our private Luxe Lounge with cocktails & canapés, style talks hosted by Nick Ede, private till point and exclusive pop-up shop. Limited availability.

It's back bigger and better than ever before and packed full with more top designer brands including Tata Naka, Liz Black, J.JS Lee, The Cambridge Satchel Company, Kat Maconie and many more.

The Shoe Room is back featuring designers such as Finsk, French Sole, Sam Endleman, Gandys and many more