London

Petra label and illustration by Richard Gray

Creative director/stylist

Who?
Grace Woodward, 30, stylist who made her name as press officer for Agent Provocateur after graduating from the London College of Fashion with a degree in fashion promotion in 1998. She has since worked with some of the industry’s top-name photographers including Rankin and David Bailey. She has recently become creative director of new Italian-made label Petra, which she designs alongside acclaimed London designer Marcus Constable.

What?
Woodward brings a fresh London edge to the luxury label with its sleek silhouette, sculpted dresses and chi-chi new takes on classics like the bomber jacket or a simple pair of tweed trousers injecting her signature sexy glamour aesthetic. ‘A neck line will be too high and I’ll say to Marcus: “Loosen it up, make it slightly more wearable,’’ she says. ‘I know what a woman wants. A man, no matter what his sexual orientation, just doesn’t know what it’s like to be a woman wearing a woman’s garment.’ Feature continues

Where?
Woodward and Constable share a tiny flat in New Cavendish Street, where they design the collection, and have a showroom in Knightsbridge.

London loves
‘One of the things that keeps me in London is the wealth and diversity of inspiration: art, architecture, slumming it, black cabs, artisans, charity shops, collectors, glittering parties, old school crooks, Soho, The French House pub. When they go so do I.’

London loathes
‘The fact none of them seem to be able to afford the rents anymore.’

Five words to describe the label
‘Glamorous, wearable, structured, confident, passionate.’

The Petra label will be available to buy in selected stores from the end of July. See www.petralondon.com.