My name is Penelope and I started sewing with my Mum when I was about 5 years old. I started this business in 2007, but I think from a very early age I knew that I wanted to eventually one day be a fashion designer.
While I studied at fashion school, and after I graduated, I created a lot of my own wardrobe, and I would receive comments every time I wore my own designs. I had found employment in fashion to have very little involvement in creativity, and more to do with office admin, and I needed to find out for myself what I wanted to do with my life. I travelled around America and Europe, and once I arrived in Paris it was the turning point I needed… It was the city where I fell in love with Art Nouveau, and where I decided my dreams of becoming a fashion designer. I guess with so much beauty surrounding you in a city, you can’t help but be inspired! I can remember thinking to myself; if all of these artisans who created these beautiful masterpieces could dream, then why can’t I?
Paris was like a beacon yelling out to me, “this is what you MUST do!” I fell in love with so many different types of art and architecture while in Paris and in the other European cities I visited. When I view my designs now, it is easy to see what inspires me; even my customers say my designs look more European than the casual look of Australian.
I started the business by attending two of Sydney’s most famous markets, Paddington Markets on Oxford Street, then The Rocks Markets, and eventually selling online.
My style is always inspired by vintage silhouettes- I grew up watching old Hollywood movie stars, such as Rita Hayworth, Ginger Rogers, Marilyn Monroe and Jane Russell, with my Dad- but I like to mix this with my modern sensibilities. I was once known at Paddington Markets for corsets and catsuits, and I had a knack for creating very fitted garments in woven fabrics. Now I love exploring different designs in jersey knit, as well as woven like silk, wool, cotton, and everything in between! When I started selling I didn’t use jersey knit, but now it is my primary seller. I think it just shows that its great to experiment, because you never know what will happen!
I am involved in every step of the creative process in my business, I get to do all the things I love (and a few things I don’t love too… like paperwork…yuk). I am a self confessed fabriholic- I honestly can’t hold back when it comes to a fabulous fabric, so I pride myself on amazing prints and good quality textiles. A lot of my designs have been made from my collection of vintage finds, which I compliment with the latest fashion fabrics. I mainly design my one of a kind designs as I cut them out, since its usually due to not having a large amount of the one fabric- something that I could never do if I created designs in bulk or worked for someone else. In an industry that is almost entirely created off-shore, I am pleased to say that every step is conducted in Sydney, from image in my head to the finished product.
For the first 5 years I created and sewed every single product, but in recent years I have not been able to keep up with the demand and my imagination. I currently now have help from Lina, who is a semi-retired machinist, and she has over 30 years experience. I currently design, pattern-make, and cut every single Penelope Red garment.
I love the freedom of creativity that Penelope Red gives me; I love the freedom of working when I want to work, and when you have a little boy to look after this makes all the difference! I love the convenience of selling online, and I love the idea that people from across the world can view and have access to my designs.
When I first started, the ultimate goal was to eventually open a Penelope Red retail shop, however now I believe this is an old fashioned idea with the current economic climate and choices that we have available today. Now I am aiming to grow my online presence, as well as grow the Penelope Red shopping events in Sydney and Canberra that I currently do, and hopefully explore the possibility of doing this in Melbourne and Brisbane. This will also give me the freedom to explore more design ideas but also have a beautiful family life with my hubby and son.
I hope that when a customer receives a Penelope Red parcel they are delighted and amazed… delighted that it looks and feels better on than they expected, and amazed at the craftsmanship and quality. I enjoy so much of what I do, and I hope others will continue to appreciate and support my dreams.