ALIVE AND WELL: Isabel Spearman is taking deadstock style straight to the buyer with a pop-up shop in London.

Spearman, whose Instagram platform The Day by day Dress Edit goals to champion independent British brands, will showcase dresses made with deadstock from a number of high street and designer brands including Cefinn, Rixo, Jigsaw and Boden.

While the style industry may know all about deadstock — Burberry, Stella McCartney, and Alexander McQueen are amongst the large names that work with it, or donate it — not all consumers are aware of its possibilities.

“It’s not a horny word, but I desired to make a desirable collection out of it,” said Spearman, who challenged each label to create one style from old fabric.

She added that while the brands were desperate to participate, none of them actually had much leftover stock to work with — so the dresses will probably be very limited-edition.

Prices range from 89 to 295 kilos, and customers may also place orders online. Brands participating include Albaray, Aligne, Brora, Boden, Cefinn, Jigsaw, Iris and Rixo.

The pop-up, which runs from Tuesday through May 26 at Oxeye, a restaurant positioned behind the brand new U.S. Embassy in London’s Nine Elms, is already proving popular amongst customers. It’s by-appointment-only and 98 percent of appointments are already booked, said Spearman.

Johnnie Boden, founder and artistic director of Boden, said his brand’s design features “past-season linen produced from European flax. It’s a maxi style with a balloon sleeve and classic Boden floral print trim. It can look as amazing on the beach as it could on the varsity run. Made to last, it’s going to be a go-to yr after yr.”

That is the firs time that Spearman has focused on deadstock. She said her hope is that, within the not-too-distant future, “we will probably be consuming less and other people will probably be making more informed decisions — perhaps shopping in the best way older generations shopped — investing in things that last, or that got here about through clever, sustainable initiatives.”

The pop-up is Spearman’s fourth, and may even include recent dresses by 50 independent British brands, corresponding to Coco Conran.

Spearman launched The Day by day Dress Edit in 2018 after serving as a special advisor to former British first lady Samantha Cameron.

She has also worked as global PR director for Anya Hindmarch and is an envoy for Smart Works, a charity that gives clothing for ladies in need who’re joining or returning to the workforce.