SCALEUP INCUBATOR: ASOS MEETS WINNER ISABELLE PENNINGTON-EDMEAD

If you don’t know about the scaleUP Incubator programme delivered by the Fashion Minority Report and ASOS, let us fill you in. The programme bridges the gap between the fashion industry and ethnic minority-owned brands (EMBs) who face barriers in accessing the market and scaling up. Our first ever launch birthed two amazing winners: Dolapo Ososanya, the founder of  Taideux, whose brand you can read about here, and Isabelle Pennington-Edmead whose namesake brand has just launched on ASOS. Inspired by the Caribbean, Isabelle hand draws each design with watercolours and uses traditional wax printing.

Hi Isabelle, big congrats on winning the scaleUP Incubator programme! What inspired you to create your brand?

I studied fashion at university, went on to study textiles and worked in the industry for a year before my contract ended. So, I thought it would be a good time to start my brand, as it's something I'd always wanted to do. I [wanted] creative freedom rather than working underneath someone else.

 

Has it shaped up to be what you thought it would be?

In some ways it has and in some ways it's been hard. Creatively, it's everything I’ve wished for, but I've had to learn how to become a businesswoman, an accountant and a marketing person as well, which I wasn't prepared for. But it's been exciting, and I've learnt a lot.

How do you design your collections, and what inspires them?

I drew a lot of inspiration from my grandparents coming to the UK from St. Kitts and Nevis in the 50s, and the Caribbean in general. One collection is inspired by Caribbean front rooms – the clashing prints, carpets and textiles. Others are inspired by West Indies homes, featuring plants, flowers and nature. My most recent collection is inspired by the 60s and 70s, though. With each new collection, I start with a moodboard, then move into print before creating silhouettes and sewing.

What obstacles have you faced since becoming a brand owner?

As a woman of colour, I think it's quite hard, and with my age, it can be difficult to be assertive and be taken seriously. As a creative, I’ve battled impostor syndrome, but I tell myself I can still do these things and belong in these rooms.

 

That’s the right energy to have! How do you want people to feel when they wear your brand?
I'd like people to feel joyful, and I want them to put my pieces on and be in a good mood – real dopamine-dressing energy. I like to pick out feminine silhouettes so people can embrace their femininity and feel good about themselves.

What has been a defining moment since your brand launch?

I'd say the most defining moment was pitching to ASOS. When you’re a small brand, you have [doubtful] moments, but having people within the industry believe in the brand and say they want it on the website has been big for me.

 

That’s amazing! What’s next for you? Are there any upcoming projects you can share with us?

At the moment, I've got the ASOS collection launching(!) so I'm working on that, but I should hopefully have [another] collection on my own website coming out and maybe some pop-ups on the way!

 

Isabelle Pennington-Edmead is now available to shop on ASOS.