Designer Kate Halfpenny and Model Erin O'Connor are officially launching their label - 'She Died Of Beauty'
Tonight Erin O’Connor and Kate Halfpenny will officially launching their brand, ‘She Died Of Beauty’, with a S/S’12 party. You will probably have seen the SDOB slogan-ed tees around fashion town in the past, but now the duo is branching out with new messages and a range of soft leather bags. So we caught up with the model and designer pre-party to get the low-down and bring you these exclusive shots from the new lookbook…
Grazia Daily: What prompted you to set up SDOB?
She Died of Beauty: "The inspiration behind the brand name and collection was to make a teasing yet affectionate tickle at the fashion industry we love, honour and serve. We really liked the idea of creating something that anyone and everyone could wear with confidence and style."
GD: And was it an in joke you guys had?
SDOB: "Yes, just a sentiment that made us smile!"
GD: Had you planned that it would continue after the first season or was it originally just a one-off project?
SDOB: "Yes we absolutely were planning to continue! We gained such a loyal brand following after the first collection, and we want to develop our range of products for coming seasons not just in clothing but also as a lifestyle brand. There is so much more to come....."
GD: What would each of you wear one of these t-shirts with this season?
Kate: ”A long and very dramatic skirt gives a really quirky edg - and not forgetting a nice belt.”
Erin: “I just love mine with a pair of simple black trousers layered with a thin silk-jersey vest.”
GD: What is the best thing about London Fashion Week?
SDOB: "The sheer talent here is really inspiring and this brings with it an incredible buzz. It’s always great to see up and coming designers for which LFW is so famous at nurturing."
GD: If you had to write it on a tee, what saying would sum up your personalities?
SDOB: "We both would wear our "SHE LIVED FOR LOVE" tee, it's totally us, we're both romantics at heart."
GD: What's next?
SDOB: "We see a really exciting future for SDOB by furthering our product line and incorporating the philosophy onto a whole range of unique objects such as fashion accessories, lingerie, jewellery and homewear. Watch this space!"
GD: Fabulous! We can't wait to celebrate with you tonight!