I caught up with Fromental’s founders, Lizzie Deshayes and Tim Butcher, to discuss the timeless quality of Chinoiserie, plans for the year ahead and Demi Moore wearing one of their designs
Tell us how Fromental started and why? When we founded Fromental, we wanted to challenge the idea of what wallcoverings could be. We saw a space where artistry, storytelling, and craftsmanship could merge to create something that wasn’t just decorative but immersive – something that would transform how people experience a space.
Luxury today isn’t just about opulence; it’s about experience, emotion and a deeper connection to craftsmanship. We wanted to create wallcoverings that evoke a sense of wonder—pieces that feel personal, tactile, and layered with meaning. Our designs are rooted in heritage, drawing from centuries of decorative arts, but we always reinterpret them with a contemporary mindset. Interiors are no longer just about aesthetics; they shape our well-being, influence our moods and tell a story about who we are. That’s at the core of what we do at Fromental – creating backdrops that enrich everyday life.
Talk us through the design process. Our process is deeply collaborative and multi-layered. It always starts with a concept, an idea, a feeling, a story we want to tell. We take inspiration from art, fashion, and architecture, as well as historical techniques and we look at how these elements can be translated into something relevant for today’s interiors.
From there, we develop sketches, refine compositions and explore textures. Colour plays a crucial role—it’s one of the most powerful tools in shaping mood and we often experiment with unexpected palettes to push boundaries. Once a design is ready, it moves into production, where our artisans bring it to life through hand-painting, embroidery and specialist embellishments. Every piece is a testament to the human touch, it carries a sense of energy that no machine-made product can replicate.
Can you explain the lasting appeal of Chinoiserie? What makes Chinoiserie so timeless is its ability to feel both classic and contemporary. The intricate detailing, the fluidity of movement and the dreamlike compositions create an atmosphere of refinement and fantasy.
Equally, this form of wallpaper has been around since the 18th Century and so is a part of our decorative vernacular. It’s not just about nostalgia; Chinoiserie continues to evolve. We’ve reimagined it through modern palettes, unexpected scales and layered techniques that feel fresh and sophisticated. It’s this balance – honouring tradition while innovating for today – that keeps it relevant.
You also include contemporary designs in the portfolio. Is this important to you? Absolutely. While we have a deep respect for heritage, we are constantly looking forward. Contemporary design allows us to explore new materials, abstract forms and different ways of layering pattern and texture. We want our pieces to feel of the moment, seamlessly fitting into both traditional and modern interiors.
Luxury today is about individuality and many of our clients are looking for something highly tailored, pieces that reflect their personal aesthetic rather than conforming to a single style. That’s why we push beyond historical motifs, experimenting with bold colours, expressive brushstrokes, and unexpected surface finishes. It’s about keeping design exciting, relevant and emotionally resonant.
What do hand-painted and hand-embellished wallcoverings bring to an interior? Handcrafted elements bring soul to a space. There’s an imperfection in the human touch that makes a piece feel alive, it has movement, depth and a tactile quality that invites you in. In an era of digital printing and mass production, people crave that authenticity.
Beyond aesthetics, wallcoverings play a psychological role in shaping how we feel in a space. The way light interacts with a textured surface, the subtle variations in brushstrokes, the way embroidery catches the eye, all of these elements create a multisensory experience that has a profound impact on our state of mind. Whether it’s a serene, painterly landscape that evokes a sense of calm or a dramatic, high-contrast design that energises a room, our work is about creating an emotional connection between people and their environment.
In the last 20 years, what has been your most exciting project? At Fromental, we have always been drawn to projects that transcend decoration and become immersive experiences. One of the most defining moments in our journey was our collaboration with The Goring Hotel (above), a London institution steeped in heritage and royal tradition. Working alongside interior designer Russell Sage, we crafted hand-painted wallcoverings that transformed the hotel’s interiors into a tapestry of artistry, storytelling, and historical reverence. The Arcadian landscape in the lobby, set against a gilded silver ground, exudes classical serenity, but look closer and a different narrative emerges. Mischievous monkeys, inspired by the tale of animals escaping from the zoo, weave through the scene, an unexpected touch of whimsy that mirrors The Goring’s ability to balance grandeur with personality.
Beyond the aesthetics, this project was a masterclass in layering meaning into design. Every motif was considered: racehorse emblems paying homage to the General Manager’s family legacy, playful nods to The Battle of Trafalgar and the dining room’s reimagining of Winfield House’s Green Room, where opulent Edwardian elegance meets a spirit of irreverence. These elements aren’t just embellishments, they create a sense of narrative within the space, making every surface an invitation to discover hidden histories and personal connections. This project embodies what we strive for at Fromental: interiors that don’t just house people, but engage them, challenge them, and leave an emotional imprint.
But what excites us most is the opportunity to redefine expectations. We love collaborating with designers who push us into uncharted creative territory, whether through ambitious scale, experimental materials, or avant-garde interpretations of heritage craft. A recent standout was our partnership with Harris Reed for his Shadow Dance collection in February 2024, where our hand-painted wallpapers transcended interiors and took on a new life in couture. Seeing our designs reimagined as sculptural, fashion-forward pieces on the catwalk was a ‘pinch me’ moment. The excitement only grew when Demi Moore wore one of these extraordinary creations to the 2024 Met Gala, marking Fromental’s unexpected yet thrilling debut on the red carpet.
These moments, where artistry, storytelling, and craftsmanship collide to create something truly original, are what continue to drive us forward.
And what plans have you got for this year? This year, we are exploring new ways to merge art and interiors. We’re introducing collections that push materiality further – experimenting with layering, metallics and tonal shifts that change with the light. We’re also focusing on custom commissions, as more clients are looking for deeply personal, one-of-a-kind pieces.
Sustainability is another focus. While craftsmanship has always been at the heart of what we do, we’re looking at how we can further innovate with natural dyes, biodegradable materials, and responsible sourcing without compromising luxury.
This year, we’re thrilled to launch a print collection featuring our iconic designs, making our art more accessible to enthusiasts and continuing our mission to enrich interiors with meaningful, handcrafted pieces.
Ultimately, our goal is to continue shaping interiors in a way that enhances how people feel in a space – creating designs that are not just beautiful but also deeply resonant and relevant to today’s world.
