There’s a quiet rhythm to motherhood.
It’s not the loud, chaotic version you see in films. It’s the hush of early mornings when the house is still. The soft clatter of spoons on porcelain. The way a small hand fits into yours without needing to ask.
When I began building Isabelle Hunter & Co., I thought my biggest challenge would be production timelines or perfecting buttonholes. I didn’t realise the deepest work would be internal—learning to create while holding space for someone else’s world to unfold beside mine.
SS25 was crafted in this space. Between nap times and neckline sketches. In the stillness after bedtime, with a cup of tea growing cold beside me and fabric swatches in my lap. It was shaped by the same values that guide me as a mother: thoughtfulness, patience, beauty in simplicity.
I found myself designing for the kind of woman I hope my daughter sees me as—intentional, resilient, softly strong. And with every design decision, I asked:
Can she move freely in this? Will it age gracefully? Does it feel both functional and quietly elegant?
Why Every Detail Matters
I used to think “luxury” was about embellishment. But SS25 taught me it’s about intention.
A lining that feels cool against the skin in high summer.
Loops placed exactly where gloves can be tucked without a second thought.
A tab that holds ear protection because sometimes simplicity is sophistication.
The Greenbrier Clays Vest, for example, was born from a need. I was tired of vests that felt too bulky or too boxy. I wanted something polished yet purposeful—a piece that offered recoil support, smart storage, and timeless structure without sacrificing grace.
And the Charlotte Blouse? That was my quiet rebellion. A cotton blouse that felt like a blouse—feminine, not fussy. Light enough for the field, elegant enough for lunch, with pintucks that felt like poetry.
On Building Both a Brand and a Family
Balancing motherhood with building a brand hasn’t always been neat. Some days I feel wildly underqualified for both. But I’ve realised that the heart of good design—and good mothering—is the same:
Pay attention. Be present. Let beauty arise from the everyday.
I hope this collection reflects that. Pieces made not just to wear, but to live in. To feel yourself in—whether you’re walking a clay course, chasing little feet through the grass, or gathering around a spring table with friends.
A Sneak Peek Into What’s Ahead
The SS25 collection will be available to the public from May 16, but members of our Field & Femme Collective will receive exclusive early access from May 12–15, along with a few very special surprises (Hint: The first 10 orders come with a little something extra).
If you’d like to be among the first to explore the pieces—and the stories stitched into every seam—I’d love for you to join us.
[→ Join the Field & Femme Collective]
From one woman navigating it all to another—thank you for being here.
— Alexandra x
