Sometimes all a girl wants is everyday clothing she can live in and still stand out, in a good way. Shawna Robinson and Natalie Sydoruk’s brand, LABEL, is exactly that. They’re known around town as the body-con, urban clothing line, and this season was no exception to that formula. After their video campaign last season featuring Sarah Miles getting dressed ‘the morning after’, the brand presented their FW2012 collection with yet another video presentation featuring a blonde model wearing LABEL, in a psychoanalytical short film. Watch it here. The film communicates the collection’s moods and inspirations. At one point a model ritualistically whips the wall with a leather whip wearing a gorgeous, slim fitting cocktail dress with ruffle details at the hip – speaking to the influences fetishism and the Bettie Page pin-up femininity have on this collection.

It’s always nice to see designers go beyond the call of making clothes, and infusing cultural and artistic themes into their collections. “Our woman is usually someone who values comfort in their clothing but doesn’t want to compromise style. She is a bit sexy, but not contrived. She is modern in her style of dress and her opinions”, says Shawna, “she cares about the sustainability story of her purchases, and doesn’t purchase fast fashion”.

For fall it was all about accentuating the female body with really soft fabrics like lambskin, velvet and silky cotton that hug the body almost as though they were a second skin – but not in that tacky spandex/lycra way you see on Electric Circus. This was elegant sexiness that allows a woman to transform each piece with her own personality, style and body. Deep berry tones and black with silk screening prints done by Corey Gibbs, who pulled inspiration from Rorschach’s ink blot tests in The Watchmen. These provided contrast to the softer heather greys and whites that dotted the collection.

We asked Shawna which piece speaks to her the most: “My personal favourite is the submission top. It’s the black cropped sweatshirt with cut out shoulders and the double x leather detailing” – we would have to agree with her. It really is a multi-purpose piece that could look stunning atop a long maxi skirt, a micro mini pair of cut-off shorts or just a pair of tights. You don’t really need to become anyone other than yourself when you put on a piece from LABEL.

Here’s the full FW 2012 collection; start making your wishlist!

images courtesy of LABEL clothing.

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