Behind the Brand – Florence Vermelle of Misia Paris
The visionary and Artistic Director behind the Misia brand; Florence Vermelle is a woman who grew up with style and design in her blood.
Born in Lille, France, Vermelle was exposed to the great works of design legends, such as Charles Eames, from a young age. In 1996, she joined Texdecor, a family company whose core business is rooted in the Textile Industry. Here she nurtured her love for fabrics and drew inspiration from her travels around the globe.It was these adventures that fuelled Florence’s creative imagination. Every period, destination and culture nourished her inspiration, sometimes giving rise to the most beautiful projects of her career. Projects that have become brands; Casamance Fine Fabrics in 2000, and its wallpapers 2 years later. Camengo in 2004. And finally Misia, in 2014, the newest edition in a long line.
“Trends cannot be invented. They are sensed. They are detected… even hunted down. What is unique about Visionaries is that they can seek, see and sense things like nobody else.”
In her career, Florence has relied on her intuition to look out for the slightest element that will make her project blossom. Colours act as a vital foundation for her collections and Florence displays a unique finesse in the way she subtly blends colours. Beauty, elegance and sophistication, which are essential to her, are unconsciously placed at the heart of each design. And should these concepts be subjective for some, quality, on the other hand, is more objective and enables one to really value a product.
It’s her fine eye for quality and high design that have elevated Misia to one of the most celebrated fabric and wallpaper collections in the world.