Nothing new. Everything new.

Born and raised in West Des Moines, Iowa, Zo—short for Zoey Spooner—is the daughter of a seamstress and a pilot. From her mother, she learned how to sew; from her father, she inherited a sense of curiosity and access to the wider world. Although fashion was a lifelong passion, Zo initially followed the path of the women in her family, earning a teaching degree and working as an educator for four years. During that time, she realized teaching was not her destiny and felt fashion design steadily calling her back.

Rather than turning away from that pull, Zo began building her design skills while teaching full time in Boise, Idaho. She returned to sketchbooks, drawing ideas inspired by television, travel, and everyday life. She immersed herself in "YouTube University," deepening her knowledge of draping, patternmaking, and advanced sewing techniques beyond what she had learned in her mother's studio. She also became the first intern for Boise-based designer Voxn Clothing. Not long after, Voxn launched an apprenticeship program in technical fashion design in partnership with Idaho State University—an opportunity that ultimately gave Zo the clarity and confidence to leave teaching and pursue fashion full time.

Zo launched her brand—originally called Second Shell—in July 2022 in Boise. When the apprenticeship unexpectedly fell through due to unforeseen costs just a few months later, the setback was devastating. After taking time to regroup, Zo developed a new plan. Not yet ready to leave her mid-sized city, and with no other fashion houses to work for locally, she chose to carve her own path.

Social, creative, and deeply connected to the outdoors, Zo built these values into the foundation of her brand. In an era of reckoning for the fashion industry, she was determined to be on the positive, sustainable side of history—thus creating Ladyface as a circular fashion brand. As an avid thrifter, Zo is acutely aware of the volume of unworn clothing sitting in people's closets. This insight became the first step of the Ladyface business model: community clothing swaps. These events create space for people to gather, release what they no longer wear, and discover pieces that are new to them. After each swap, Ladyface thoughtfully sorts remaining garments for donation, resale, or recycling.

Though Zo draws inspiration from many muses—from the Spice Girls to her cousin Olivia—she is ultimately her own. After a lifetime of compliments on her personal style, she brings an intuitive understanding of what looks good, what feels current, and what functions in real life. Her designs are rooted in what she wants to wear herself: active layers for yoga, roller skating, and morning walks on the beach with her Airedale Terrier, Ziggy. She favors interchangeable, seasonless pieces that can be dressed up or down, and she is especially passionate about challenging traditional ideas of how one "should" dress outdoors—designing instead for how she envisions herself moving and playing in the elements.

Ladyface Design is a testament to Zo's creative innovation and commitment to thoughtful fashion. Her ultimate goal is to open a warehouse where alterations, retail, and manufacturing all exist under one roof—creating a fully integrated, community-centered approach to circular design.