How Heidi headed into high-end fashion
SHE’S the master of the flattering frock, but it wasn’t always fashion that was the focus for Paddo to Palmy creator Heidi Carter.
“Paddo to Palmy started out as an interiors blog, which covered our Paddington renovation,” she says.
“We had moved to Palm Beach in Sydney while we were renovating, which really influenced my style – a little bit traditional, a bit Oriental and a good dose of Mediterranean simplicity.
“I have always been obsessed with textiles and colour, so we turned the blog into a homewares shop selling custom-made Moroccan homewares which weren’t really available in Australia at the time.”
Anyone obsessed with homewares knows that your home is an extension of your personal style, and with this in mind, Heidi’s blog soon expanded to her wardrobe.
“The fashion label was born three years ago when I was frustrated that I couldn’t find high quality, flattering and feminine dresses at a reasonable price that weren’t made from polyester,” she says.
“The style embraces timeless Parisian-inspired retro cuts made from floaty cottons, viscoses and cool linens.
“We are just about to launch into leather and cashmere, offering timeless cuts in the highest quality.
“We are all about designing pieces that will transition you through the seasons.”
Seasonal versatility is key in many parts of Queensland and northern New South Wales.
“We always design our collections around versatility, clothes that transition you in between seasons and that will take you from the city to the beach with ease,” Heidi says.
“The latest collection was inspired by the French countryside.”