Caribbean-themed ASOS collection launched by Manchester Met alumna
A Manchester Met alumna’s new collection has launched today on ASOS, after the young designer was chosen from a competitive line-up to launch her new collection, Isabelle Pennington-Edmead.
Isabelle Pennington-Edmead, who graduated in 2019 from MA Textiles for Fashion at Manchester School of Art at Manchester Metropolitan University, impressed a panel of judges for the retailer’s ScaleUP incubator programme.
The collection, a combination of popular and new designs, takes inspiration from Pennington-Edmead’s Caribbean heritage and a retro 70s aesthetic featuring large collars, vibrant colours and dynamic prints.
Isabelle Pennington-Edmead said: “Many of the prints were developed during my MA at Manchester Met. They’re inspired by the Caribbean home and the home of the Caribbean diaspora in the UK- so, themes of identity and immigration and how this is illustrated in house décor, almost like a Victorian parlour toom. Very kitsch, very loud, which I love! I took a lot of inspiration from family photos from the 70s and 80s and drew and painted all the prints by hand.
“I’m excited that the pieces will be available to a lot more people as my brand was previously made to order. With this ASOS collaboration, I’ve been able to scale it up but I’ve kept true to my values, so the clothes are still manufactured in the UK.”
As well as developing her creativity at Manchester Met, Pennington-Edmead was also able to make the most of the University’s partnership with Santander Universities UK to develop her entrepreneurial skills through the start-up grant. She was awarded two Emerging Entrepreneur awards and six months’ free incubation space at Innospace.
Pennington-Edmead said: “I spent a lot of time with Innospace, Manchester Met’s Business Start Up Boot Camp. They were really helpful. I was able to network with business owners and the funding helped me to set up my small studio which has led me to be able to achieve this.”
The collection has also collaborated with the tech company, Fabacus, meaning that all the garments contain Product Passports that can inform customers on how the garments have been made, where the fabrics originated from and even how much carbon was consumed. This is part of Pennington-Edmead’s commitment to keeping the brand ethical and sustainable.
Pennington-Edmead has previously had her pieces featured on the online retailer, YOOX NET-A-PORTER, after being chosen for The Modern Artisan programme, where she was able to showcase designs to King Charles III, then the Prince of Wales.
The ASOS collaboration will bring the brand to a bigger audience and Pennington-Edmead has introduced some brand new patterns, including a playful tiger shell print which is based on a conch shell and was painted by the designer in watercolour. She added: “It looks like leopard print. But it’s actually a shell zoomed in. I like that it’s still tied back to the Caribbean.”
Rachel Kelly, Specialist Postgraduate Lead at Manchester School of Art at Manchester Met, said: “I was absolutely thrilled when I saw Isabelle’s ASOS collection preview. It’s wonderful to see her bringing such joyous, beautiful, printed textile power to the high street.
“I couldn’t be prouder, and I hope Isabelle’s customers experience years of joy wearing these fabulous designs.”
