The Daily Dress Edit was dreamt up by Isabel in 2018 on a bit of a whim. One of those middle-of-the-night ideas that came about for the love of a good dress and the endless range of new discoveries available on Instagram. Isabel loves to champion independent homegrown labels and works closely with designers to market their brands through digital content.

After the successful Pop Up of 2019, in collaboration with Grosvenor London, a second Pop Up had been planned for spring 2020. With the postponement of this due to Covid-19, Isabel felt responsible to support the specific brands who had bought extra stock in exclusive designs and launched her first virtual Pop Up in May. Each brand donated a percentage of their overall sales during the Pop Up to charities of their choice, with Isabel not taking any commission during this event. 800 dresses were sold with over £15k raised for charities.

Image courtesy of Juliane Kellersmann


Isabel runs a brand and image consultancy, Spearman Consulting. Isabel works within the fashion industry supporting brands to curate their image and identity through marketing, communications and digital content.

Before launching her consultancy, Isabel gained extensive experience as Samantha Cameron’s Special Advisor covering two general elections, playing a formative role in building the international public persona of Cameron. Previous to that Isabel worked as Global PR Director for Anya Hindmarch in London and New York, working alongside the founder to build the brand from its very early days to an international business and one of Britain’s most successful accessory companies.

Isabel is an Ambassador for Smart Works, a charity helping women in need regain their confidence by providing new work outfits and interview training. She is also a columnist for Stella Magazine, The Sunday Telegraph.