The creator and designer of fashion brand Pretty Parcel, Shannon Kenny [pictured below left], describes herself as a “fashion designer and a dressmaker”, as well as a “patternmaker, cutter, social media manager, website developer, administrator and packager of pretty parcels … basically all the things that are involved in running a small business.”
“I started creating fashion whilst I was in high school and fell in love with fabrics and using a sewing machine. I officially launched my brand in 2010,” says Shannon.
HOW IT BEGAN
“I studied an advanced diploma in fashion design and manufacturing which gave me a real understanding of the entire process from design to creating my own garments. I started making my own unique clothes and became very inspired by vintage fashion from the 1950s and 60s, which influenced my first few collections for Pretty Parcel.”
Shannon says that the brand’s name came from the idea of “receiving a beautifully wrapped pretty parcel in the mail … like receiving a gift from yourself”.
“Once I began to find my style, I started creating collections and pieces that I loved and couldn’t find elsewhere. I loved curating a whole collection and putting together photo shoots and lookbooks to showcase the pieces,” Shannon explains, discussing how she came to launch Pretty Parcel.
“I then started selling online and at local craft markets and selling in some fashion boutiques. Once I established my brand I then moved to selling exclusively online at www.prettyparcel.com.au.”
INSPIRED BY …
Shannon says that she doesn’t follow any particular fashion trends; she is more inspired by the colours and patterns she sees in everyday life.
“I don’t particularly follow any current fashion trends. I’m more inspired by colour combinations and patterns that I see. It could be a colourful beach umbrella or a wall mural.
“I also love a colourful, beachy, Palm Springs vibe. When designing collections I try to design pieces that are timeless and won’t go out of fashion in six to 12 months.”
The central concept of Pretty Parcel is to create “high quality fun and colourful women’s clothing that make you feel cute, comfortable and confident” says Shannon. Explaining that her brand’s aesthetic is “cute, fun and colourful”.
“I like to inspire people to dress everyday like it’s their birthday,” Shannon says.
Pretty Parcel pieces are a fun mix of comfortable, slightly oversized silhouettes in brightly coloured, quirky patterns. There is a child-like vibe overall to the designs, reminiscent of the ‘special dresses’ your grandma used to make for your childhood birthday parties. Very consistent with Shannon’s avowed wish.
MADE BY HAND
Shannon says that all of the Pretty Parcel garments are handmade in her home studio on the Mornington Peninsula.
“I carefully cut out each garment individually to create minimal fabric waste and re-use any fabric scraps where possible. I also sell our popular fabric scrap packs for others to use for their crafty projects, and I also predominantly use natural fabrics.”
As a small business, Shannon wants her brand to grow responsibly so she can continue to create “high quality beautiful garments that make people smile”.
“I’d also like to open up our studio – ‘Pretty Whimsy Studio’ – to more open days including market days, crafternoons and workshops.”
“I just love people to wear what they want to wear and not worry about what society thinks. Be you, be confident and have fun with fashion!”
You can shop Pretty Parcel online at www.prettyparcel.com.au, and follow Shannon at @prettyparcel.
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