Everything about this brand makes us smile.
Its name. Its designs. Its words. Its eco pedigree. Its being founded by two great friends. Its tongue-in-cheek humour at the very profession that lies behind it.
It's a great story. Once upon a time two mates, one a super stylist and designer, one a super model, decided that they wanted to do something wonderful, create a brand entirely of their own. A brand that they could feel proud of but that would also bring a smile to the faces of its many beholders.
So Kate Halfpenny and Erin O'Connor did just that.
She Died Of Beauty came into being September 2010. The first collection comprises just five beautifully concise, typographically perfect T-shirts and two bags. The monochrome palette serves to perfectly project the outrageously exaggerated statements which are such fun to wear and to read. Celebrities are already flocking to parade their own particular She Died Of Beauty choice. And arguments are raging amongst girlfriends as to which is the most desirable statement:
"She Died Of Perfection" (Rihanna has been seen about town staking her claim on this one!)
"She Died Of Kisses" (My personal death wish)
"She Died Of Love" (Ah, the poetry of it)
"She Died Of Individuality" ("It would kill me to look like everyone else")
And, of course "She Died Of Beauty", perhaps inspired by the poetry of Emily Dickinson "I died for beauty..." but most certainly inspired by the duo's idea of "twisting a polite sentiment into a naughty yet frivolously funny statement that we hope will appeal to all."
The brand origins are firmly rooted in London with a creative collision of informed education; Kate at St.Martins and Erin within the political and potent world of fashion. All serving to provide a signature style which is at once witty, purposeful and apologetic.
Not only this but the brand has a very defined conscience with all materials being both organically and ethically sourced. More big feel good smiles all around.
She Died Of Beauty is launched online exclusively at Young British Designers to celebrate Vogue Fashion's Night In. November 1st. Â£10 from each Â£40 T-Shirt sale will also be given to the inspirational KidsCo charity.
It's Kisses for me. What's yours?