Welcome back to the blog, now rebranded as 'Isabelle's Diary'
Hello, If you've been following along on Instagram, you might have seen my recent carousel post that caused a bit of a stir. And if you haven't, well, let me catch you up.
I posted something that started with "After 3 years, I've made the difficult decision to..." and let me tell you, the DMs came flooding in with concerned messages. But here's the thing I wasn't closing down. I was simply stating what I won't do.
The Rebrand
Before we dive into that, let me address the elephant in the room. The blog is back! And it's had a little makeover. Welcome to Isabelle's Diary a space where I'll be documenting all my wins (big and small), my inspirations, the behind-the-scenes chaos, and what I've been up to in this wild journey of running a sustainable womenswear brand.
I've realised that Instagram stories disappear, and there's so much I want to share that deserves a more permanent home. So here we are.
The "I'm Sorry" Post (That Wasn't Really an Apology)
Right, back to that post. A friend told me it was "too bold" and honestly? They were probably right. It felt quite direct and blunt for me, and I didn't actually mean it to be. I'd seen the trend going around and jumped on it without overthinking it.
But as I was creating those slides, something clicked. Because whilst I was following a trend, the words I was writing were absolutely true.
I don't do constant drops.
I don't compromise on ethics.
I don't apologise for my prices.
And most importantly...
I don't sacrifice my energy and wellbeing for the sake of appearing "busy" or "productive" in the way fast fashion has taught us to expect.
Slow Fashion Needs to Be Sustainable for Me Too
Here's what I've learnt over the past three years: slow fashion isn't just about the environmental impact (though that's hugely important). It's also about creating a business model that's sustainable for me as the owner and designer.
My energy matters. My mental health matters. My time matters.
I spent years training, honing my craft, learning about sustainable practices, and building the skills needed to create quality garments. When you purchase from this brand, you're not just paying for fabric and thread. You're paying for:
- My years of education and experience
- The time I spend designing each piece with intention
- The sustainable and ethical practices I refuse to compromise on
- The quality that means your garment will last years, not seasons
- My energy and creativity that goes into every single collection
And I'm not apologising for charging what I'm worth or for the pace at which I create.
Why I Don't Do Weekly Drops
Let's be honest the fashion industry (even the sustainable side of it) can feel relentless. There's this pressure to constantly be releasing something new, to stay "relevant," to feed the algorithm.
But here's my question: at what cost?
I refuse to burn myself out creating collection after collection just to keep up with arbitrary expectations. I refuse to rush the design process. I refuse to compromise on quality because I'm trying to meet some self-imposed deadline.
When I do release a new collection, I want it to be something I'm truly proud of. Something I've put thought, care, and intention into. Something that reflects the values of this brand and serves you, my customer, in the best way possible.
That takes time. And that's okay.
The Response
The response to that Instagram post was overwhelming (in the best way). So many of you reached out to say you appreciated the honesty. That you get it. That you're tired of the constant churn of fast fashion and even the pressure within the sustainable fashion space to constantly consume.
If you're reading this, you're my people. You understand that quality over quantity isn't just a catchy slogan it's a way of doing business and living life.
What's Next
So, what have I been up to? What's coming next? Well, that's exactly what this blog 'Isabelle's Diary' is for.
I'll be sharing:
- Behind-the-scenes glimpses of the design process
- The inspiration behind each collection
- The wins (and yes, the challenges too)
- Sustainable fashion tips and thoughts
- What I'm reading, watching, and drawing inspiration from
- The reality of running a small, sustainable brand
Consider this your invitation to join me on this journey. Not the highlight reel, but the real, messy, beautiful process of building something meaningful.
Thank you for being here. Thank you for supporting slow fashion. And thank you for understanding that sometimes, the best thing we can do is slow down.
With love and intention,
Isabelle x
P.S. If you missed the Instagram post, head over to @Isabellepenningtonedmead to see what all the fuss was about. And if you have thoughts, questions, or just want to chat, my inbox is always open.