Fashion is very good at taking itself way too seriously. From lofty editorial campaigns to consumers devoutly chasing trends, it has become inseparably tied to identity - making it something that people treat with intense caution.
While there's nothing wrong with that, many believe that style has lost its spark. Cue Izadora Hodges, the fashion designer putting joy front and centre of her work. You may have already come across the British creative on TikTok. Her infectious energy and self-shot dancing clips (filmed while wearing her own clothing) have captivated a cult following - and deservedly so.
Essex-born and London-raised, Izadora set off alone across Asia, spending much of her time in India - a country that holds an enduring place in her heart. As her travels drew to a close, she found herself envisioning a brand that could anchor her creative vision. A chance meeting with Vinay, a local manufacturer, became the catalyst. Soon after, she began sketching designs that would grow into ARODAZI.
Today, ARODAZI’s pieces are crafted in a small independent factory on the outskirts of Pushkar, Rajasthan. For Izadora, working hand-in-hand with the artisans is essential - as is empowering the women who wear them.
Discover Izadora’s playful, fun-fuelled approach to self-styling - one that also informs her must-have designs courtesy of her blossoming label.
The Fashion Insider Diary with Izadora Hodges
Date Night:
For date night, I'd wear a cute 'lil shirt dress, my ARODAZI Oshi Jacket and some smart shoes - not too dressy but just enough to feel special. This day was spent walking down probably every single road in Copenhagen to find a cute restaurant that wasn't booked - we ended up cycling to the other side of the city and had then most amazing Italian meal.
© Izadora Hodges
© Izadora HodgesHoliday Style:
This is my favourite skirt ever which I got from a charity shop in Cyprus (actually Aiya Napa, I was 18 don't judge!) It cost me one euro! It is and always will be my fave skirt in the world and here I paired with my favourite shoes from Camper. This was on the last nigh of a group trip to Spain - fourteen us on that trip. It was hectic, but the Aperol tastes good out there!
A Day Of Work:
So this is what I wear to work basically every day - the same grey joggers and the same khaki jacket. You wouldn’t think it, but running a clothing brand is actually rather physical - lugging boxes up and down and hauling orders to the postman’s car (shoutout Vik). I need to be comfy and luckily there’s only a small team behind ARODAZI and they’re my best friends, so we don’t need to look presentable in the slightest!
© Izadora Hodges
© Izadora HodgesA Chic Sunday Stroll:
Again in Copenhagen, one of my favourite places, and actually it’s such a 'Sunday city' if that makes sense. It just gives off 'Sunday' vibes. If I remember correctly, we went to a flea market, got some breakfast, the typical cheese slice on a bread roll with an iced coffee - which was shocking from me actually considering it was -8 degrees! Oh, wearing my ARODAZI matching Oshi Set, of course.
An Outfit That Sparks Confidence:
Honestly, I feel most confident in a T-shirt and boots. This was my first time on the subway in New York City. Something about just chucking on a graphic T-shirt and a pair of boots, it makes me feel powerful. Whenever I am feeling down about myself, this is the one combo that always pulls me out of that funk.
© Izadora HodgesCan you describe your personal style in a few words?
I would say comfortable, powerful and fun.
What's your go-to outfit for a busy day of work/events? How do you balance comfort and style?
For a day of work and then an event, I would have to put on my ARODAZI set (not just saying it because it's my brand) but the trousers are so comfy to move around in for work and you can make the fit look fancy by adding a loafer and a slicked-back pony.
© Izadora HodgesWhat are your go-to brands?
I am such a sucker for a small brand. For fun tights I love Rubi Sampsoni. For fun one offs and cute rings - Past Trash in Shoreditch is the place! If I had the funds, Ashley Williams is to die for. I am so obsessed but yet to get something from them. Offkut Studios, Millie Jane London, Ant Elias, Sosoma - there are so many to shop.
Do you have any fashion icons or inspirations that influence your style choices? How do they inspire you?
I have niche one here. There’s this girl on TikTok, she has about 6000 followers, and she always does car boot hauls. She collects trinkets and I am just so in love with her style. I think I've saved over 20 of her videos for inspo – shes so 60s vibes and I'm obsessed.
What are your must-have accessories, and how do you use them to elevate your look?
I have a chunky vintage silver bracelet that I was gifted by my godmother when I was 18 - I haven’t taken it off since. This paired with my big old silver ring and on the other hand a Latvian wedding ring (on the thumb though - I am not married) which was gifted to me by an old friend Bella, who I haven’t seen in so long and have now been reminded to message her! (So, thanks!)
© Izadora HodgesHow do you stay up-to-date with the latest fashion trends and do you incorporate them into your wardrobe and collections?
One thing I try to do is not follow trends, but it’s totally normal for them to suck you in and it's not a bad thing if they do. I just prefer to learn more about myself, and what I like and let that come through in what I wear and design. What the aim is, is to start a trend!
What kind of woman do you design for?
I design for every woman - a woman who wants to feel confident, powerful and hold their head up high. One that knows their worth, and won't change for anyone. I think it is such an amazing thing - to be able to create energy from materials, colours, silhouettes and textures. For my wearers to feel this from wearing my designs, that’s the aim.
How do you use social media to help boost the brand?
As we all know, social media is kind of the main marketing platform – but I must say, its super hard keeping on top of it. Social media is like this completely new universe that the general population have subconsciously manufactured, so sometimes it's impossible to know what content to put out that will drive traction. I have kept to just being me and seeing how that runs. It’s not too shabby, so I will always do my dancing videos of me in my designs, but introducing fresh content is also very important when keeping up with the times.
© Izadora HodgesWhat's your strategy for creating memorable looks for evening parties?
Silhouette - it’s all about silhouette if you want the room to remember you. Not only this, but its also you who makes the outfit memorable. If you are pleasant, kind and gracious. People will always remember.
