Ruby Assembly @ Lady Petrova Oh Dorothy Launch


If Lady Petrova were a song, the locavore fashion brand would probably be a song by Bowie at his height. Edgy beats, latent cultural references, a glamour hard to describe. Petrova Hammond (inset above) of Lady Petrova has come up with another hit collection for Autumn/Winter 2013 in ‘Oh Dorothy’. Being obsessed with all things Frank L. Baum and Wizard of Oz, when I first espied the collection I thought it would be a yellow brick road-inspired range. Not so. Hammond has based her new aesthetic on the style of eponymous New York interior designer Dorothy Draper. Well-worth the ‘click on’ to discover more about Draper, Hammond’s ‘Oh Dorothy’ collection is plush with velvets, shiny as Liberace with silks and featuring (of course) many a large collar. Lady Petrova ladies, rejoice.



Lady Petrova’s Courtney-Therese Lenoir in a ballgown from the ‘Oh Dorothy’ collection.



I Scream Nails were on-hand to give stylish Lady Petrova dames bespoke manicures to compliment the Oh, Dorothy collection.


Left: Beautiful Senso shift-dress highlighted and elongated with sheer, nude skirt-hem. Right: Alice In Wonderland-worthy delicacies from Alice Nivens cafe.


Fashion writer Camille Leon chaneling another kind of Dorothy.

By |2013-02-19T00:42:55+00:00February 19th, 2013|Uncategorized|0 Comments

About the Author:

Digital polymath and Director of Melbourne’s social media agency Ruby Assembly, Iolanthe Gabrie knows good business. Creating inimitable brand content of rare depth, Iolanthe is a mentor, speaker and author with a focus on the startup space. Iolanthe builds exceptional online voices and develops productive, engaged communities across social media platforms for individuals, businesses and organisations.

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