London-based scarf designer Isabella Singleton offers a whimsical range of prismatic silk scarves catering to the style conscious who value personal expression over fashion trends. Eccentricity and simplicity are two fundamental concepts that resonate in every scarf, creating an unusual mix between being very graphic and bold as well as delicate with a definite feminine hand. An illustrator at heart, almost every print derives from a hand drawing or painting – whether simply repeated a few times or resulting from a more complex method, Singleton’s “doodles” and random marks transforming into the wacky combination of images are printed on luxurious silk fabrics. The label, which recently completed a Kickstarter campaign, is currently stocked at Wolf & Badger, and is present at tradeshows throughout the UK. We caught up with Singleton to discuss everything from designing to raising funds and promoting her business.
What is your background, and what were you doing before launching your label?
I studied for an Art Foundation in Falmouth, and then went onto complete my degree in Printed Textiles at Leeds. When I left, I never really thought of starting my own business, but as time progressed in London doing various internships and working with small labels, I saw the option there. I began working freelance and sold my prints at Premiere Vision in Paris, before realizing that it was my own brand I really wanted to work on.
Tell us a few words about your upcoming participation at Pure London.
Showcasing my Spring/Summer 2017 collection at Pure will be an exciting time. The collection is so different from Spring/Summer 2016, which was my first collection just last year.
Tradeshows are such a great way of meeting potential buyers, and having met the team for my exclusive collection for Tate Modern as my last one, I thought I had to continue taking part.
Your label is currently stocked in the UK. How are you working to your brand’s expansion?
I am doing some traveling in October in Central America, so I hope to find new inspiration and come up with some interesting ideas of how to get my brand out to a new market out of the UK.
Your Autumn/Winter 2016 campaign launched earlier this year on Kickstarter. Could you please discuss what prompted this decision?
I needed to get my Spring/Summer 2017 into production, and I had met a few people that had run successful campaigns. This meant I was basically selling my scarves half price (everyone loves a bargain), but it meant that the customers knew that their money was going to a specific project and allowing them to be part of it. I am so grateful to all those that funded the next collection, and hope that they enjoy wearing their scarves.
How do you create your sketches? How much is your computer involved in your design process?
My computer never used to play any part in my process, but when starting a business you need to speed things up, so I usually draw and draw for a few days, and then put them into my software to enable me to play around with scale, composition and color, but, yes, everything initially is still hand drawn.
Tell us about your work process – from concept and production to the moment the final product hits the shelves.
My process often begins with some research; I don’t create moodboards, as I find that leads to imitation rather than real original content. But it is important to have a clear style in my head. The way that I design is very organic; usually drawing doodles from my imagination or still life that takes a completely different direction. My prints are then digitally printed and finished with a hand rolled hem.
What inspires your designs?
My inspiration for Spring/Summer 2017 was my mood really; things have been going well since Spring/Summer 2016, and I feel very positive about my business. This is emulated through my new collection – full of bright block color and unbalanced pattern. I am stepping out of my comfort zone with the new collection, leaving symmetry and too much detail behind. I am quite hard on myself, as I think anyone starting a creative business is, so this collection is about letting some things go and what happens, happens whether it is perfect or not.
How often do you come up with a new collection?
Since I only launched my first collection just over a year ago and am now releasing the second, I would like to continue with 1-2 per year. It is easy to become so used to your old work and then devaluing yourself, so it is great to stay fresh and creative.
Do you have a design signature? Are materials any important to this?
My design signature would simply be detail; I enjoy the basic patterns in nature and often take inspiration from these. Fine line has always been a defining factor in my art. Silk works so well to show off these fine lines so I have stuck to it for now, but I am looking for new ways of incorporating the detail into new fabrics too as I know not everyone thinks that silk is made for them.
What are your future plans?
I hope to find more time to focus on really designing and to the best of my ability. I think it is easy to end up doing little parts of everything when starting a business, which is only going to happen of course; but it means that it is then easy to forget to design continuously and that is what people want to see.
www.bellasingleton.com
Images © Bella Singleton