Izadora Hodges turned a solo trip into a fashion brand

ARODAZI, founded by 21-year-old Izadora Hodges, has a playful, bohemian spirit,  oversized balloon trousers, loose silhouettes and clothes that seem made for movement. Hodges often models the pieces herself, giving the brand an easy, cool-girl energy. Born in Essex and raised in London, she began thinking seriously about starting a brand while travelling solo through Asia, particularly India. The garments are produced in close collaboration with a small factory in Pushkar, Rajasthan, where Hodges works closely with the team to develop silhouettes, fits and materials. 

Most recently, ARODAZI unveiled its SS26 collection, continuing to refine the playful silhouettes and easy, bohemian spirit that have become synonymous with the brand. Marking another step forward for the young label, the collection builds on Hodges’ instinct for clothing that prioritises comfort, confidence and movement, as ARODAZI continues to grow an audience well beyond its London roots.

Has there been a moment where someone’s support tangibly changed your path? 

Absolutely, I was running the brand alone for almost two years, and it ended up naturally just becoming all too much for me to handle. I was becoming super burnt out and uninspired, so I phoned a friend (namely Caitlin) and asked if she’d be able to come on board to share the load. I have a little problem with feeling like I want to do everything by myself, because then I suppose I have full control, but I’ve learnt that allowing other opinions and ideas, as well as accepting help, is all so beneficial and honestly, I don’t know where I’d be if Caitlin hadn’t come along. 

What’s the least glamorous part of sustaining a career in fashion right now? 

For me, the least glamorous part of the job is managing the stock. People don’t realise the inner workings of a brand, and neither did I until I started. But most days I’m lifting bags of stuff or giant boxes across the studio courtyard. Constantly maintaining organisation in an efficient manner is hard. Also, another thing people don’t realise is the admin! Most of the job is laptop-based. 

Who are you designing with in mind when you’re working? 

I am designing for humans who want to feel comfortable and powerful, and may not feel like they can express themselves through clothing much. I am designing for the person who wants to feel beautiful and confident, but also comfortable all at the same time. And also, I am designing for myself – I make the clothes I want in my wardrobe. 

What were you doing alongside your creative work to keep it sustainable in the early days? 

I was working at a bar most days, and in the summer, I was working on food trucks at festivals! I stuck at it for as long as I felt was right, as unfortunately, in this economy, you have to wait it out until the time shows itself. 

What does meaningful support actually look like in fashion right now? 

I think what is going to keep this industry alive is the community – less so the industry community, but the people that love this stuff. The ‘normal’ people with ‘normal’ jobs, the people that you don’t realise are watching, but are watching so closely, you can feel that support from a mile away. For me, they are what keeps me going. 

The ‘normal’ people with ‘normal’ jobs, the people that you don’t realise are watching, but are watching so closely, you can feel that support from a mile away. For me, they are what keeps me going.

How do you try to support others coming up behind you? 

Anything I have learnt so far, I will share. I actually made a group chat on WhatsApp for a bunch of small-to-medium brand owners for us to all chat and ask questions, bring each other up! I never understand why people hide information; let’s grow together!

What moment have you been most proud of in your career, and how did you celebrate it? 

Probably the first time I saw someone in Arodazi. It was a year into Arodazi and I was at Winter Wonderland, because I used to work at a BBQ stall there. I was running to work in the freezing cold because it was December, and all of a sudden I saw someone in one of my pieces, I asked for a photo, and then started crying whilst running to the stall, I was overwhelmed by the fact someone was wearing my creation, but also with dread because I had to serve BBQ food to strangers all night lol. 

You’ve described feeling lost at the end of your journey through Asia. Meeting Vinay, a manufacturer, seemed to spark your interest in designing and in collaboration. What did you learn through that relationship that acted as a catalyst for your new journey into design? 

I think seeing his ability to think, design, create and bring his own designs to life really inspired me. I always assumed that it was more complicated to create what was inside my mind, and so I never really delved too deeply into the idea. But once I saw his set-up and way of living, I thought, well, I had nothing to lose, so why not give it a try. Our relationship has developed so much now, and it’s so cool to be able to share ideas and see what these incredible artisans can create from one simple vision. 

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