EUDAIMONIA (noun)

The pursuit of personal and social flourishing — physical, mental, aesthetic. Aristotle called it the best, noblest, and most pleasant thing in the world. We tend to agree.

Paradisefold was born from a simple frustration. Founder Andrea Malouf spent over a decade working in international development, in conflict states across South East Asia, the Middle East and Europe, before pivoting into fashion. When she did, she found a market full of extremes: frumpy or hyper-sexualised, fast or forgettable. She wanted fashion that felt both beautiful and purposeful: elegant without being performative, confident but not loud. It didn't exist. So she set out to create it.

Paradisefold is a sustainable fashion and lifestyle brand built around the things other brands overlook: silk haircare, restful sleep, confident self-expression. Every piece is designed to be functional, beautiful and long-lasting: the kind of staple that quietly transforms your daily routine. 

Our mission is to help women take on the world with energy, clarity and confidence, flourishing in the process.

We co-create every collection with our community, and handmake everything in our London studio in limited editions using bespoke prints and natural fabrics. Our silk wraps, pillowcases, sleep masks and ready-to-wear pieces are crafted from the highest quality mulberry silk designed to help you feel like yourself.

Paradisefold is a carbon positive brand, meaning we sequester more than twice the carbon we produce. We work with ethical local makers, use biodegradable materials, and offer a free lifetime care and repair service on every product, because we believe beautiful things should last.

We partner with charities like Dress for Success and use our platform to amplify women making a mark in their own communities, in fashion, finance, athletics and beyond. Paradisefold is a British, Arab and Black-owned brand.

Contact paradise@paradisefold.com to learn more.