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 design 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 L.A. and Paris Fashion Week, resulted in an astonishing 29 international outlets for her spring/summer 2006 collection "Wanderlust".

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.

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 mysterious Villa Windsor set the backdrop for the presentation of the qpring/summer 2007 collection 'Love.child'. Breaking from the traditional catwalk format, the new mother wanted to show her collection within several contemporary, yet theatrical installations, before dissolving into a high octane party, which was cited as one of the glamorous highlights of Paris Fashion Week.

The A/W collection saw the Jasmine Di Milo label taking its place on the official Paris fashion calendar "Alchemy" refers to the fluid state of transformation between day and evening, glam and experimental, fragile and tailored, which has become the hallmark of Jasmine Di Milo's style.

The show, held in the austere yet soulful Palais de Chaillot, confirmed the coming of age of the label with edgy dresses, a new contemporary knitwear capsule and showpieces, which have since been seen on tommorrow's role models of the entertainment and fashion industries.

Jasmine Di Milo's showed her SS08 collection "Anatomie" during Paris Fashion Week. The presentation held troughout the day at the Ritz featured 25 looks, and the intimate format allowed press and buyers to closely interact with product and designer at their own pace.

"Anatomie" delivered effortless beaty through organic layering and strucured draping. Strong lines, textures and the graphic quality enhanced the label's ability to fluidly transform from day to night. The brand's direction is now solidly established and finds its cleat and confident expression in the re-branded logo, launched alongside the fashion collection.

Jasmine Di Milo presented her AW08/09 collection "Beings" during Paris Fashion Week. Held troughout the day at the Ritz, key looks from the collection were edited in the format of an intimate presentation.

Inspired by foudations, structures and the relationship between architecture and nature, the collection is the blueprint of the Jasmine Di Milo universe. Strengths of the collection were the imperceptible transitions from night to day, a raw elegance and clean lines. Multi-narratives tilted off influences from Egytian deco, old-school film, and Japanese animé with an off-beat symmetry, delivering this season's aesthetic.

The distinctive Jamine Di Milo style has attracted earnest support from various artists including Prince and the Twinz, Christina Aguilera, Christina Ricci, Nathalie Portman and Kirsten Dunst.

For A/W08, the label will be stocked in over 140 outlets worldwid.