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DEVOI, feminine silhouettes and original prints


Born in Melbourne, DEVOI is an independent brand for the woman who dresses to be remembered.

The serendipitous meeting at a local roof-top bar initiated the collision of two hemispheres as Rhianne de Almeida, a UK fashion designer, and Cheryl D'Amico, an Australian lawyer, came together to form a label devoted to feminine silhouettes featuring original prints.

Rhianne worked in London for fashion houses such as Erdem, Mary Katrantzou, Brooke Roberts or Qasimi, but always dreamed of releasing her own collections, while Cheryl dreamed of colourful patterns. Despite their different backgrounds, they have one thing in common: a passion for distinctive clothing.

They have created a signature style that celebrates flattering and feminine silhouettes that feature original bold prints. The fusion of these elements and their contrasting experiences creates beyond-trend pieces.

Cheryl, having spent her childhood in regional Australia, takes inspiration from the leading woman in her life, her mum, who loved bright colours and wore them proudly, getting compliments on whatever outfit she chose to wear.

"She taught me not to be afraid to stand out from the crowd and that is something I have stayed true to, not only in my personal style, but also in DEVOI.”

On the other hand, Rhianne’s relationship with fashion originates from a love of crafting and creating. She studied Fashion and Textiles at the University of Manchester, and upon graduating, went on to work for some of the top fashion designers in London where she was both inspired and encouraged to make her own mark in fashion.

The DEVOI approach to the design and manufacture of clothing aims to counter the damaging effects of mass consumption that results from fast cheap fashion. From development right through to production, DEVOI clothing is created with great attention to every aspect of the garment so as to ensure the end product is loved and cherished by its wearer for many seasons, indeed years, to come.

Further, DEVOI goes to great lengths in finding and selecting its manufacturers both here in Melbourne and overseas. Rhianne and Cheryl meet with representatives of manufacturers personally to assess them against specific criteria, including ethical and environmental considerations. This led DEVOI to favour smaller family-run businesses with whom they work closely at every stage of production. In addition, DEVOI digital prints are printed at GOTS (Global Organic Textile Standard) approved fabric mills which use low impact eco-friendly inks. These dyes use less water and heat, produce less waste run off than regular chemical dyes and are free from hazardous chemicals like formaldehyde, pesticides and other metals.

For more info and to shop Devoi visit https://www.devoishop.com/

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