About

Preston Schroeder is a recognised tastemaker with a style pedigree born of 20 years in the fashion industry. Born in South Africa, where he began training with leading fashion designer Errol Arendz, his love of fashion would quickly lead him to London to work with Lindka Cierach and study dance at London Contemporary Dance School.

Following his time as a designer, Preston began exploring the commercial side of fashion where his luxury fashion retail credentials include management positions at Gucci, Mulberry, Browns and Selfridges.

Preston fervently believes that each person has a unique individual look that can be enhanced with the correct guidance. This personal passion led Preston to launch his business in 2008, focusing on individual image consulting, as well as luxury retail management & buying for brands such as One&Only Resorts where he’s developed exclusive collaborations with Missoni, Christian Louboutin, Halston, Charlotte Olympia, Anya Hindmarch and Matthew Williamson.

Constantly immersed in the world of fashion, Preston attends all the major Fashion Weeks, and travels to Miami, Bali, India and South Africa to source his rare finds. It goes without saying that he has an unerring eye for great style.

In 2011, Preston expanded the business, now called Purple Smoke, to include his own designs. In September 2012, Preston debuted his SS13 Starling collection at Paris Fashion Week – the culmination of twenty years’ experience in the industry. His SS13 ready-to-wear collection was inspired by travel and nature.

Purple Smoke is ideal for women who want to maintain a sense of urban glamour on their tropical holidays. The collection uses luxurious fabrics that are light and soft – ensuring that day and evening pieces are equally comfortable to wear. Preston’s designs are always understated and sophisticated, featuring exclusive prints that create a distinctive sense of drama and occasion.

Preston currently lives in London with his husband and their daughter.