January 7, 2016

Interview with our W-T-W girl of the month Zoe: Peonica London’s designer.


Meet Zoe, founder and creative mastermind behind the fanciful Peonica London brand. Zoe is a former London College of Fashion and Chelsea college of Art student. Through dedication and perseverance she has not only managed to fulfill a childhood dream but has also established a quintessential British brand which has caught the eye of the London Fashion industry. This new hot talent, gives us an insight into her fabulous world and her enviable arm candy.


What does Peonica stand for and what is your ultimate aim for the Peonica London brand?

Peonica stands for style. The ultimate aim for Peonica London is to create a brand that helps women feel elegant and stylish. I love to think you can be wearing a pair of jeans and a white T-shirt and you add a Peonica bag you will feel fabulous. All the bags are designed to stand out from the crowds.


What is a typical work day for you?

I am in touch daily with the lovely family run workshop in London that hand produce the Peonica London collection. They are a joy to work with. A lot of care goes into every piece that is handmade by artisans. For each bag i’s a very time consuming process, in sampling, sourcing leather and hardware from London and Italy. It’s a never ending process, I am always working on something new and exciting!

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and when you’re off? Are you a busy bee or rather chilled?

I love to travel. I often do very short trips. So I make the biggest action plan to see as many landmarks, museums and cool restaurants in the shortest time frame. My travel helps dictator and inspire the direction of my collections. So definitely busy bee!


As you know What-to-Where is a luxury lifestyle blog, how do you define luxury?

I think luxury equals complete perfection. The ultimate of everything possible. Luxury is comfort, bliss, opulence and splendor.


Peonica London – Baby blue stardust bag – £325.00

One can often associate luxury with vices, do you have any?

I guess I love eating at wonderful restaurants around the world. I have a sinful sweet tooth. I find it hard to not to order the whole menu. I have far too many cheat days full of chocolate fondue, macaroons and champagne!


Describe yourself in 5 words?

Fashionista , Fun, Loyal, Passionate, Creative

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Peonica London – Cream Tasselbella – £275.00

Tell us about your style? 

My style changes day to day. I love to express my dress sense through whatever mood I’m in. I think it’s key every outfit must look elegant. I do love statement pieces. I try to create statement handbags with Peonica London. Bold and Beautiful is my dressing ethos. Keeping it classical but always with a twist.


What is your everyday bag (that is not peonica) ?

I have to admit I carry my Tasselbella bag everywhere, but I’am obsessed with Chanel bags. I love them in all different shapes and sizes. I guess the everyday bag I have been using a lot recently is the Chanel ‘Ladies First’ Tote. It is so perfect for travel. It’s black and white which goes with everything! It’s the perfect casual chic everyday look.


What celebrity or personality would you love/ have loved to see wearing one of your bags and why?

The celebrities I adore are the likes of Audrey Hepburn and Bridgitte Bardot. I think it was an era of elegance and femininity. My ultimate celebrity dream for Peonica, would be that moment in Breakfast at Tiffany’s, when Audrey Hepburn wore that fabulous black Givenchy gown, with the pearls and shades, to pop a Peonica bag on her. An unforgettable moment in fashion history. Her accessories and style were just spot on. I think real style is timeless, like Audrey’s style is ever lasting. A true icon, but I will have to keep day dreaming about this!


Anything else you would like to say to the What-to-Where readers ?

I’m going to end with an Audrey Hepburn quote ” The most important thing is to enjoy your life – to be happy – it’s all that matters.” I think this is true. I wish all your readers happiness to love, laugh and live to fullest. Forgive, forget and follow your dreams.


Follow her on Instagram  and see more and purchase your own iconic arm candy on the Peonica London Website.

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