Not just a shop

“Fashion finds its freedom in the art of individuals; NOT JUST A LABEL is a place for those who find their way off the beaten track, allowing them to express themselves in a community where everything goes...break the mould, redefine the expected, re-colour the palette, inspire and be inspired.”

During my morning slot of procrastination at work I stumbled across a new breed of online store over on Fashion156's Daily Blog. The Shop is a new online platform launched by Not Just A Label. This fashion forward designer platform brings together emerging graduates and design talent from over forty countries and gives us an opportunity to stumble across exciting design talent whilst of course offering an opportunity to buy their designs. The online initiative launches next week (28th May) and will feature one-off pieces from designers like Ute Ploier, Anna Aichinger, Husam El Odeh and many others.


The Shop is a fresh online concept providing access to unobtainable designer pieces from a wide selection of fashion brands. What excites me most about Not Just A Label is that it is a global business directory which showcases designers of the moment but at the same time nurtures new talent. Through a global showroom, the company offers a tool that can be used by designers to present themselves along with their collections. Competitive hurdles and barriers of expense impede many but this online store provides an outlet for budding design talent to blossom.

The first to host The Shop is Robin Schulié, head-buyer of Maria Luisa store in Paris and Unit F, the Austrian Association for Contemporary fashion. Diane Pernet (A Shaded View On Fashion) has been announced as the host in July. Each month thereafter the store will be headed by another leading industry figure. This is certainly one store to keep an eye on...online window shopping just got that bit more interesting!