Having received formal training at RMIT and with more than 20 years experience in the fashion industry, Petrova Hammond is a highly acclaimed Australian Designer and Creative Director.
Petrova comes from a family whose heritage is rooted in the textile and fashion industry, with her father's label ‘Lord Kim’ being one of the major influences behind her designs. After Living in London, Auckland & Sydney, Petrova discovered that Melbourne was the perfect environment to develop and hone her passion and expertise in design.
Working in many fields of the fashion industry, she has acquired experience from elite designers to major mainstream companies in the areas of: textiles, ready-to-wear designer womens wear, costume design, styling & mainstream/high street fashion development. Her skills have been employed across the areas of design, pattern making & manufacture.
In 2003 the Lady Petrova label was established, boasting 10 stockists internationally including major department stores & high end boutiques in Australia, Japan and Dubai. The flagship Lady Petrova boutique was opened in Flinders lane in 2007, becoming a centre for the creative philosophy at the heart of Petrova's work. The foundation of Lady Petrova's success has been maintaining a creative dialogue with a fashion forward women market, and creating collections that appeal to this community.
Petrova’s talent and originality were recognised in the first Australian Season of the televised design competition Project Runway, broadcast in 2008 on Arena. Petrova’s consistent innovation and craft earned her a place in the Final Three and she was commissioned to design a collection for the Season Finale. A popular favourite on the program, Petrova’s designs were described by host Kristy Hinze as “Beautiful, bright and breathtaking; a very distinctive style that makes you stand out from the crowd.”
A decade of running her own business has enabled Petrova to build a skill set well beyond design & manufacture. Petrova revels in the constant building of knowledge in new areas of the fashion industry and is called upon for her expertise and vision as a stylist, marketer, sales, retailer, textile designer, mentor & entrepreneur.
As an extension of the Lady Petrova label and brand, the “School of Fabulousness’ was founded as a space for inquisitive and emerging designers and fashion entrepreneurs, as well as those simply seeking to learn new skills and introduce a little more fabulousness into their lives. Petrova created and taught the entire curriculum across a range of specialised fashion and media skills, and ran courses from the rooftop of the Queen Victoria Womens Centre in the CBD. Building upon the success of the school, Petrova co -founded Girl Gang Productions. This is a custom sewing workroom, offering product development and design services to Australian & International fashion labels. Girl-Gang Productions specialise in helping start-up fashion labels to create samples and the first production of ranges in their production house in Bali.
Petrova embodies her belief in the transformative power of fashion, seeking to empower her customers, clients and friends through all elements of her work. As a designer, stylist, entrepreneur, CEO and mentor Petrova is the very definition of a renaissance woman, and a force for positive change.