Who started it? Paper London was founded by Central Saint Martins graduate Kelly Townsend. Named “one to watch” by Vogue, she worked at British fashion label Temperley London as a senior knitwear designer before starting Paper London. The brand made its debut at the autumn-winter 2015 Berlin Fashion Week and has since gone on to win a slew of awards, including the British Fashion Council Contemporary Award, two seasons in a row. The label has a strong celebrity following, including the likes of Jennifer Lopez, Taylor Swift, Solange Knowles and Kate Hudson.
Why we love it: the brand is aimed at the cool girls with easy-towear pieces that still make a statement. Townsend takes inspiration from modern architecture and artists, so expect vibrant colours, bold structural shapes and contrasting fabrics. For her spring-summer 2016 collection, she has looked to the French Riviera of the 1940s with colours such as orange, blue and melon, which were favoured by the likes of Salvador Dali and Yves Klein. The silhouette, meanwhile, is structured, with billowing tops and trapeze shapes to add a 21st-century spin. Staples include modern culottes, cropped trousers and origami skirts made from silk or covered in classic Breton stripes in fun colours.
What we’d pick: the blue off-the-shoulder maxi dress (above right; HK$5,005) is perfect for the summer, with its gathered elbow-length sleeves. Another great look is the off-the-shoulder cotton top (HK$2,005) with matching wide-legged trousers (HK$2,700; both above left).
Where can you get it? Paper London is available at www.net-a-porter.com.