founded by

Jasmine Al Fayed

belongs to

Jasmine Al Fayed


Jasmine Di Milo was launched in 2003 by Jamine Al Fayed.

In late 2003 the �Jasmine Di Milo� boutique was launched in Harrods. Jasmine, her first name � Di Milo, a tribute to the original female muse of beauty. Other than stocking her own designs her boutique became the launch pad for many quirky undiscovered designer and accessory labels that she had sourced affectionately from around the world.

The creative direction of the boutique and label was reinforced by events, installations, bespoke music and one-off product launches Jasmine Di Milo was putting her spin on style. By the spring/summer 2005 collection, �Kaleidoscope� her own label was picked up and introduced in a few select retailers in its own right. Her first venture into wholesale, with a presence at tradeshows in LA and Paris Fashion Week, resulted in an astonishing 29 international outlets for her spring/summer 2006 collection �Wanderlust�.

Paris, her second home, was the location for her AW0607 �Broken Dolls� collection. Her debut was extensively covered by the international press including Vogue and the International Herald Tribune.

The latest addition to the Jasmine Di Milo brand is the proud arrival of the baby wear JDM range, inspired by her own mini muse. Showcasing limited edition hand-made dresses in the finest silk and exclusive georgette prints. Her first ever flagship store opened in early 2007.

For SS10, the label will be stocked in over 160 outlets worldwide, including: Harrods (London), Liberty (London) Joyce (Hong-Kong), Maxfield (Los Angeles), Jades (D�sseldorf), Montaigne Market (Paris),Bon Marche (Paris) Printemps (Paris) Restir (Tokyo), Biffi (Milan) Louisa Via Roma (Florence), Penelope (Italy) 10 Corso Como (Seoul), Podium (Moscow) and Daslu (Sao Paulo).

The Look

Buyers were attracted by the understated glamour of the Jasmine Di Milo look. The label�s inimitable identity combines spirited sophistication with a dark contemporary edge. Traditional couture techniques are mixed with, off-beat tailoring and luxurious textures and fabrics. Her dresses � from day to red carpet complement the easy going lifestyle of her clients.

Who Wears It

Anne Hathaway, Sienna Miller, Thandie Newton, Rihanna, Florence and the Machnine, Christina Ricci and Gwyneth Paltrow, Uma Thurman and Kirsten Stewart

Jasmine di Milo Fashion Shows

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