Creativity

Wearing her story: Alexandra Pennell’s path to purposeful design

Carving out a distinctive practice that bridges high-concept fashion with deeply personal narratives, emerging Ballarat designer, Alexandra Pennell, brings a strong voice of purpose and innovation to her work.
Student work - Alex Pennell

Raised in regional Victoria and still based in Ballarat, Alexandra (or Alex) is known for her commitment to ethical and sustainable design, including her use of seaweed-based bioplastics, and for centring lived experience in her work, most notably through her graduate collection, “Oh, you just need to moisturise”, which explores chronic skin conditions and their social stigmas.

Graduating from LCI Melbourne’s Bachelor of Design Arts in 2025, she’s already made her mark through bold storytelling and material experimentation – garnering recognition at both Melbourne Fashion Week and the PayPal Melbourne Fashion Festival. Through it all, Alex has remained grounded in her community, as she prepares to launch her own brand from her Ballarat base.

You grew up near Ballarat—how did that influence your study and your creative practice?