Meet the winners of Scale Up 2023!
Meet the winners of Scale Up 2023!
In collaboration with the fashion powerhouse ASOS, our scaleUP initiative has brought forth an exciting opportunity for up-and-coming fashion brands, to showcase their creations on ASOS and vie for up to £20,000 in funding. After looking through over a hundred applicants, we proudly introduce the winners Dalapo, Founder of Taideux, and designer, Isabelle Pennington-Edmead.
Today, we meet two of the talented winners through some quick fire questions about who they are, their brand and what they are most excited for in their journey ahead!
What’s your name?
Isabelle Pennington-Edmead
How old are you?
26
Where are you from?
I’m Half Kitiion and Half British. My grandparents came to the UK in the 50’s from St Kitts.
How would you describe you brand in one sentence?
I’d say that it’s colourful, fun and vibrant for someone interested in expressing themselves with a feminine kind of style.
Why did you create your brand?
I had just completed my contract with my previous job and made the decision to move back home. It felt like the perfect opportunity to embark on this journey. Transitioning from working for someone else to being my own boss was a significant shift, but I thought I may as well give it a go. When you’re working for someone else you’re always bringing their ideas to light and not always getting to express yourself. So I love being able to be in control of that.
Why did you apply for Scale-up?
I saw it on your Instagram page, and applied to see what happened. I was so excited when I managed to get an interview. I thought it’d be amazing being able to have the mentorship from people that know so much about the fashion industry and kind of want to commit to helping people that aren’t necessarily from the backgrounds that you usually see in fashion.
I think it’s hard sometimes when you’ve not come from a lot of money. So I really wanted to take the opportunity that Fashion Minority Report had for people from ethnic backgrounds who find it harder to get into the industry. I think you see diversity a lot more in the modelling industry, but then not so much behind the scenes in fashion.
What are you most looking forward to about the programme?
I just want to learn as much as I can from experts in their field!
What designers inspire you the most?
I’m mostly inspired by textiles and fine artists. My favourite is Althea McNish. Also love Zandra Rhodes, Lubaina Himid. And fashion design wise for inspiration I love McQueen, and early Yves Saint Laurent for their focus around fine art and nature.
What are some key milestones of the brand so far?
As I’ve only been launched since the end of February I would say some key things I’ve been proud of since launching would be selling my collection in physical stores on south Molton street and Spitalfields market.
Where do you see your brand in 10 years from now?
I hope in 10 years from now I would love for the brand to be sold internationally, have a physical store and be leading in sustainable innovations and be able to support and help other creatives with an interest in sustainable fashion especially in the North.
What’s your name?
Dolapo Ososanya
How old are you?
30
Where are you from?
I am from Lagos, Nigeria and have lived in the UK for 13 years.
How would you describe you brand in one sentence?
Stylish, luxurious and responsibly made clothing for fuller bust women that value quality and fit.
Why did you create your brand?
As a fuller bust (UK 34G) woman, I find it very difficult to shop for clothing online and in store, especially for occasion clothing that is tailored and fitted to my body type. I thought I was the problem but after conducting a survey with over 60 fuller bust women I found that this was a shared experience. Based on this data, I decided to create a brand that fills that gap in the market. My ultimate goal is to make fuller bust women feel confident, seen, heard, catered to and represented through my pieces.
Why did you apply for Scale-up?
It sounded like a really great opportunity and I just had to put my brand forward for it. I didn’t expect to get shortlisted or even win. As someone who doesn’t have a fashion background as I work in a law firm, the Scale up programme sounded like exactly what I need. I have been searching for mentorship and guidance from experienced professionals within the fashion industry for years but it has been difficult to get my foot in. The Scale up programmes provides that coupled with the opportunity to be stocked on an amazing platform like ASOS. I am so excited to be part of the first cohort!
What are you most looking forward to about the programme?
I’m really excited to go through the wholesale process to see my pieces on ASOS. This is a dream come true for me and a full circle moment because I’ve shopped on ASOS for as long as I can remember.
What designers inspire you the most?
Right now I’m really loving Hanifa and Andrea Iyamah. They are fellow African designers and I just love how well they understand the female form and create clothing that has interesting structures and textures while being super comfortable and feminine.
What are some key milestones of the brand so far?
Some of the key milestones have been breaking into international markets. We’ve received orders from about 10+ countries so far including South Korea, Australia and New Zealand! Also, being featured in publications like Elle, Cosmopolitan and Refinery29… and of-course getting into the Scale up programme.
Where do you see your brand in 10 years from now?
I would like to create a one-stop shop for all things fuller bust. My dream is to be able to create products that cater to every style of clothing. To create clothing worn while lounging at home to special moments such as their wedding.