Isabelle Pennington – Edmead Made By FEL and Stocked by ASOS
23-05-2025
Isabelle Pennington-Edmead first came to our attention when she was selected as one of eight participants on the YOOX Net – A – Porter X The Prince’s Foundation Modern Artisan initiative in 2022. Now known as The King’s Foundation, this design led programme has a strong focus on local sourcing and sustainability and is highly regarded by design students and industry.
Over the last few editions Fashion-Enter Ltd has provided technical residencies for the young designers, to enrich their knowledge on patterns, toiles, grading, cutting, and getting their designs commercial production ready. Isabelle, a former graduate of Nottingham Trent University and Manchester School of Art, soaked up all she could from the Modern Artisan programme and has now launched an exclusive womenswear collection stocked by ASOS.
This is amazing news and a story of true determination, signature style and resilience. It is also a proud moment for the Fashion Studio team at Fashion-Enter Ltd’s Haringey HQ – as our talented production staff made her latest collection.
FEL’s CEO Jenny Holloway commented: “We are so proud to have made Isabelle Pennington-Edmead’s ASOS collection in Haringey! The entire team have loved working with Isabelle and her prints are totally amazing.”
Isabelle said: “What started as a small, made-to-order brand has now scaled to a level where it can sit alongside major names on a platform like ASOS, and the best part? It’s still proudly made in the UK.
“From hand-drawing prints, creating samples, sourcing premium fabrics and trims, negotiating wholesale deals, and handling imports, this entire process has been a solo mission. It’s been a steep learning curve, but I’ve gained so much and feel incredibly proud of how far things have come.
“Thanks so much Jenny Holloway and her team I’ve loved working with yourselves! Such a great experience!”
Top image: ASOS.com, second image: Isabelle’s designs being made at FEL’s Fashion Studio in Haringey
