Exciting news! Palava pop-up alert! If you live near or are thinking of visiting the beautiful town of Frome, Somerset....we have a suggestion for you! Make your way to Deadly Is The Female, the beautiful vintage boutique who are currently stocking a selection of our SS18 collection. The shop is located in the gorgeous St Catherine's area of Frome, surrounded by a bevvy of beautiful boutiques and cafes - all housed within the most delightful historic architecture. And the best part? Claudia and her wonderful team have two very special Palava dresses in stock that are yet to be released. One has a rather exciting tropical theme, and the other a favourite print from the current collection in a brand new style! If you're desperate to see them for yourself, be sure to get yourself to Frome! The pop-up finishes on Saturday 23rd June with a very special late night shopping evening, where music, street food and activities for all the family can be enjoyed. You can find out more on the facebook page here. We had a chat with Deadly Is The Female founder Claudia - to find out more about the shop, why she loves Palava and her top tips for visiting beautiful Frome. Claudia is, unsurprisingly, as glamorous and stylish as the shop itself!
Lovely to meet you Claudia! Tell us more about Deadly Is The Female.
"I opened Deadly almost 10 years ago after visiting Frome and falling in love with this charming and dynamic town. I had been working as a clothes designer for an independent company for several years but I guess I was looking for a new challenge without really realising it. And maybe an excuse to basically shop for a living too. When I saw the vacant shop I wanted to fill it with brands I loved but found difficult to find in the UK. I knew I wanted a website to run alongside it right from the start and love that we get to sell to people all over the world. I named the shop after the film noir film Deadly is the Female and the femme fatale feel is still at our core. Vintage style glamour for the day or night is our passion because we see how it can make people feel really good about themselves."
What is it about Palava that appeals to you?
"I love the prints. The Spring/Summer collection is so fresh and fun. I like that Palava brings a light and airy feel to your daytime wardrobe with a hint of vintage style. Palava is really wearable and the natural fabrics are ideal for the summer."
Which is your favourite style from the SS18 collection?
"The Beatrice Dress in Lobster Print is probably my favourite - it doesn’t take itself too seriously and I’m a huge fan of that. The colours are fresh and the cut is really wearable. I also adore the sparkly red petticoat - it is such a great idea and not something I have seen before. The Louise dress in Lido print has been the most popular in the shop so far!"
Your shop stocks a wonderful selection of womenswear. What's the ethos of the shop? How would you like women to feel when wearing a dress from Deadly is the Female?
"Thank you! We are obsessed with that feeling you get when you put on a dress and it just works with your shape and feels comfortable. It is just one of the best feelings. When people come out of the changing room with their shoulders back and their head held high we are as happy as they are! Sometimes their friends gasp or another customer in the shop will comment on how great they look and that is incredible. We are firm believers in dressing for yourself, in what makes you feel good. Some might call it superficial but we know it is about so much more than that! Wearing something that boosts your confidence takes your beauty to the next level and that makes you feel more confident still. We are honoured to be a tiny part of that feeling for our customers."
What are your top tips for visiting Frome?
"Frome is amazing. It is a small town with a huge personality - and lots of wonderful independent shops and cafes. We absolutely recommend it for a day trip or even a weekend away. The only downside to Frome can be all the hills - we are perched at the top of Catherine Hill, but if you stop off in the shops on your way up it is pretty manageable!
On the first Sunday of the month, the whole of the town centre turns into The Frome Independent Market which is a fantastic day out. So much creativity, so many interesting products and most importantly, lots of delicious food! On Saturday the 23rd of June the shops in our little part of Frome are having a Pop Up late night shopping day/evening where extra events and businesses will be based inside shops too. We have illustrator Tim Daddio in Deadly where we will be offering personal styling and you can chat to Tim about becoming a pin-up illustration yourself!"
The Palava pop up is on until Saturday 23rd June at Deadly Is The Female, 59 Catherine Street, Frome, BA11 1DA.
The late night shopping event on Saturday 23rd takes place from 4-9pm.
Claudia and her fab team look forward to meeting some of you there!