Rent from Isabelle Pennington Edmead on LOANHOOD 

As we celebrate International Women's Day, we are thrilled to spotlight the remarkable journey of Isabelle Pennington-Edmead, a visionary fashion designer making waves in the industry. With a passion for vibrant and joyful creations, Isabelle's designs not only captivate the eye but also resonate deeply with her unique perspective and cultural heritage. Isabelle takes us behind the scenes of her design process, sharing insights into her inspirations, favourite fashion eras, and memorable moments from her journey.

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What inspired you to become a designer?

As a Child, I was always into craft and fabrics and started hand sewing from a young age. I knew I wanted to be a womenswear designer from early drawing designs in sketch books with fabric swatches I collected. As well as this I was always into dressing up and watching my Mum get ready, like witnessing real-life fashion alchemy. My journey into design started way back when – a mix of childhood curiosity, a love for textiles, it’s been a natural progression ever since.

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If you could describe your design style in three words, what would it be?

Vibrant, joyful, colourful.

How do you stay creative and inspired in your work?

Staying creative in my work is all about embracing breaks to explore the world around me. Fashion is so tied to culture and what's happening outside, so I make sure to be out there, experiencing life first-hand. Whether it's a stroll through the city, a visit to an art gallery, or just soaking in nature, these breaks recharge my creative batteries. Old photographs and memories play a big role too – there's something magical about drawing inspiration from the past. I also find a creative boost in learning about myself and my heritage. Books are a constant source of ideas, and they transport me to different worlds. So, in a nutshell, it's about being curious, taking breaks to soak in life, and finding inspiration in unexpected places that keep the creativity flowing for me.

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Can you tell us a memorable moment from your journey?

I was recently just named on the Drapers 30 under 30 2024 list so that was really exciting and a big achievement for me!

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Tell us about your favourite fashion era and why.

My favourite fashion era has to be the 1950s Parisian couture scene the ‘New Look’. One of my favourite films since I was a child is  Audrey Hepburn in "Sabrina" . The Givenchy gowns in it are dreamy. The elegance and sophistication of the pattern cutting and fabrics used by those Parisian fashion houses always captivated me. When I delve into old photos of my grandmother from that period I love how stylish she looks.

When it comes to ready-to-wear, the 70s is a close second favourite and inspires a lot of the clothing I design with bold prints, oversized collars. There's just something about that era's vibe that speaks to me, and I draw tons of inspiration from its eclectic style. So, you'll often catch me infusing a bit of that 70s flair into my designs.

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What's one piece of advice you wish you had received when you were starting out that you would want to pass onto someone else?

Looking back on my fashion brand journey, here's some advice I wish I got sooner: find yourself a mentor and dive into local fashion events. Having mentors has been a game-changer, giving me the guidance and reassurance I needed. Running a fashion brand can get pretty lonely, so having someone to bounce ideas off has been a lifesaver. And getting into local fashion scenes? That's where the magic happens. Not only do you get to show off your stuff, but you also meet awesome, like-minded folks and other cool brands. It's like a networking jackpot that's opened up collaborations and opportunities I didn't even know existed. So, my tip for anyone starting out? Get yourself a mentor and jump into those local fashion events – it'll make your journey way more exciting and successful.

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How do you navigate challenges specific to being a woman in the fashion industry, and what advice would you give to other women facing similar obstacles?

Navigating challenges as a woman in the fashion industry has had its share of hurdles, particularly in the business domain. Pitching for investment and funding, where decision-making bodies lack women representation, has been a recurring obstacle. My advice to fellow women facing similar challenges is to stand tall and be confident. It's easy to succumb to imposter syndrome, especially in spaces where women are underrepresented, but it's crucial to recognize that you have a rightful place in every room you enter. Embrace your skills, expertise, and unique perspective. Speak up, share your ideas, and assert your presence. By refusing to yield to doubts, you not only navigate these challenges but also contribute to breaking down barriers for future generations of women in the fashion industry. Remember, your voice matters, and your contributions are invaluable.

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Why do you use LOANHOOD to loan your designs?

LOANHOOD is a great way for me to enforce circularity within my brand by allowing people to rent items if they see them as more of a statement piece to wear for an occasion. It discourages people from buying something to wear once and throw away. Loaning my sample pieces out helps me to monetise on pieces I can’t sell. Also being part of the LOANHOOD community is great! Through being with them they’ve supported me so much and attending their events has helped me to meet and connect with other lovely creatives!

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What can LOANHOOD users expect from your rental collection?

My rental collection is a curated selection of some of my favourite samples from a range of collections I have brought out. I have silk scarves on there and garments, all very colourful and vibrant.

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