As International Women’s Day approaches, female entrepreneurs are making significant strides in the fashion industry with innovative brands that focus on inclusivity and sustainability.
Amidst the vibrant tapestry of the fashion industry, female entrepreneurs are making significant strides, particularly in the lead-up to International Women’s Day on March 8. The annual event is dedicated to acknowledging and celebrating women’s contributions worldwide, a fitting backdrop for the rise of numerous female-owned fashion brands. This year, under the theme “Accelerate Action,” various brands that have forged their paths in an increasingly competitive market are being highlighted.
One significant player in the jewellery sector is Bijoux De Mimi, founded by Amelia Hitchcock-Merritt during the pandemic. Launching from her bedroom with just £400, Hitchcock-Merritt has since transformed Bijoux De Mimi into a successful venture that resonates with the Gen Z demographic. The brand has garnered a staggering 100 million views across social media and sold over 100,000 jewellery pieces within three years. Speaking about her journey, Hitchcock-Merritt shared, “As Bijoux grows, I hope both its jewellery and story continue to inspire everyone who joins us, reinforcing that anything is possible when you put your mind to it.” The brand has gained recognition from various A-list celebrities and recently hosted a successful eight-day pop-up shop on London’s King’s Road, attracting over 4,000 customers.
In the lingerie sector, Lemonade Dolls has made its mark as the fastest-growing lingerie brand in the UK since its inception by Lemon Fuller in 2019. Renowned for its inclusive sizing that ranges from 28-44 in band size and A-H in cup sizes, the brand has become a trusted choice for consumers seeking stylish and comfortable options. Fuller takes pride in the positive feedback from customers, stating, “It’s the daily messages from our community – women telling us how our undies made them feel sexy for the first time in years or how they’ve helped them reconnect with their body after having a baby or going through illness. Those messages are the real wins and what I am most proud of.” With one product being ordered every minute, the brand reports a monthly turnover exceeding half a million pounds.
Another noteworthy brand, Never Fully Dressed, was established by Lucy Aylen in 2009, initially operating from a market stall. The brand emphasizes sustainability, crafting garments from recycled polyester and eco-fibers. Aylen recalls, “My grandad gifted me a sewing machine, and I began making pieces to sell at Portobello Road and Spitalfields markets.” Over the years, the brand has expanded its reach and recently received the Women’s Wear Brand of the Year accolade at the Drapers Independent Awards. Never Fully Dressed operates a pre-loved section and remains committed to its roots by continuing to sell secondhand items at market stalls.
Aimee Smale’s brand, Odd Muse, is yet another example of a successful female-owned business that has leveraged social media to build a global following. Originally conceived as a major university project, Odd Muse focuses on high-quality, timeless pieces aimed at young consumers. With over 506,000 followers on TikTok, the brand has made a significant impact in the industry, securing sales spots in renowned retailers such as Harvey Nichols and Flannels, and holding a debut at London Fashion Week. Smale notes the brand’s community-driven approach, stating, “We have built such an amazing community of women worldwide that are obsessed with this brand.”
These women-led brands exemplify innovation and entrepreneurship within the fashion industry, showcasing a mix of creativity, inclusivity, and sustainability that resonates with consumers and contributes to the evolving landscape of women’s fashion.
Source: Noah Wire Services
