Womenswear brand LENY marks first anniversary with first retail partnership
Independent London-based brand LENY has made its retail debut at Selfridges just one year after its launch.
Founded in 2025 by 26-year-old Central Saint Martins graduate Isabella Hoelk, the brand focuses on creating versatile wardrobe staples - from athleisure to occasionwear - that can move seamlessly from day to night.
With a background in print and textile design at Maison Margiela, Chanel and Burberry, Hoelk has embraced a feminine, minimalist aesthetic for LENY, with clothing made for the "modern urban woman".
Its spring/summer collection takes on a new-season twist on the brand’s signature look, consisting of pastel colours and floaty silhouettes alongside the brand’s athleisure aesthetic. Designed in London, all pieces are produced by family-run, high-quality manufacturers in Turkey.
Hoelk commented on the partnership launch: "To be recognised by Selfridges, such an iconic institution, at such an early stage of the brand feels incredibly special, and reinforces the appetite among customers for a more considered, adaptable approach to feminine dressing.
"I didn’t build LENY through a large platform, outside investment or external backing. I came from a design background with a very clear vision of how women want to dress today, so having that recognised by Selfridges at this stage feels both exciting and meaningful."
The brand's SS26 collection and a recent collaborative collection that reimagines sleepwear with London it-girl Nuria Ma are now available in store at Selfridges London on the third floor.
