Trendsetters |

Valery Demure

Valery DemureValery Demure’s eye for accessories, brand knowledge and creative forecasting has seen her nurture and develop the careers of fashion publicists, journalists and designers alike. After studying art history in Strasbourg, French-born Demure went on to study press relations and journalism in Lyon with thoughts of becoming a film critic. An appreciation and love of art, movies and architecture saw her slowly working her way toward London, however, weaving her career between the different aspects that make fashion possible. Having since dabbled in events promotion, advertising and accessories curation, Demure’s diverse background and unique ability to combine creativity with business nuance has ultimately led to the success of her namesake fashion showroom and press office.

What’s hot right now?
I just went to NYC, and loved Maryam Nassir Zadeh‘s store on 123 Norfolk Street—well-curated and beautifully displayed. Owners Maryam and Uday are inspiring and super lovely people. Back in London, we had the most amazing food at a new eatery on Columbia Road called Brawn. Love the work of David Altmejd: very, very cool—sleek and sinister. And as I have a baby daughter, for me Little Fashion Gallery online boutique is hot hot hot!

What’s accessories trend should we pay attention to right now?
For me, it is all about craftsmanship and quality of materials. Trend for me is summed up by “less is more”—wear less but wear unique pieces that are beautifully made. Some nice layering with fine pieces, nothing over the top. Less plastic more gold (as long as you can afford it). Fine jewelry pieces with pearls by Melanie Georgacopoulos. I love her modern take on the pearl necklace, intriguing and chic. Also, the whimsical printed scarves by Swash.

What’s on your must-get shortlist for spring?
Any cool piece by Japanese label Sacai. I have actually ordered a few pieces at their s/s ’11 showroom. Also a stripy sailor dress by Junya Watanabe, or a pair of nice black sandals with metallic parts by Giuseppe Zanotti—quite a futuristic look! And smoking’ hot nail varnish by Essie.




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