“It really started from a desire to reignite a sense of discovery in shopping,” says Gemma Metheringham, creative director of Label/Mix, a clever new brand concept that builds upon the idea of the designer collaboration and takes it one step further.
Launched online in 2017, each season an impressive and extensive roster of emerging and established names joins the fold to put all the designers and brands you could possibly want to wear in one easy, shoppable place.
Think of it like an LVMH (on a smaller scale), with all of its satellite brands under one roof, so to speak. “We’re building a total wardrobe offer, reflecting how we all dress today,” describes Metheringham. Be that tailoring, denim, great prints or dresses. A mix which also lends itself nicely to supporting a variety of brands in the process. “Interestingly, the cohesion has happened very naturally,” she adds.
BURO.’s autumn / winter picks from Label/Mix.
Right: striped jum[er £59 wide leg jeans £75 and orange block heels £119
Label/Mix works with each designer to build the collection and translate its DNA into an overall curated wardrobe. A quick click on the site and you’ll see London Fashion Week favourites such as Rejina Pyo, who has amassed a cult following since the departure of Phoebe Philo at Celine; and Huishan Zhang whose designs are a regular on the red carpet. As well as Hill & Friends, the fun and playful accessories brand from former Mulberry creative director Emma Hill. Plus LF Markey, an essential name to know for those with a penchant for boilersuits (ed’s note: they sell out fast and rumour has it they’re so popular, they’re bought in whatever size is left and styled accordingly).
Left: camel suit £249 nuria loafers £125
Above: red jumper £99, check trousers £119 and trainers £90
New for autumn/winter is Edeline Lee, Holly Fulton and Caroline Issa, while you’ll also find that despite being limited edition pieces, everything stays on the site until it’s gone. Emphasis on investment pieces just as much as there is presenting you with the best of the new, niche and existing. Fittingly, it’s very much a case of “luxury disrupted”.
“The project was designed to be creativity agile,” says Metheringham. Last month, it even dabbled with bricks and mortar for a popup store on London’s Oxford Street, a shrewd move in courting today’s millennials who have shifting brand loyalty but are interested in excellent taste.
Mix/K&T wide leg jeans £75
Mix/E8 boots £155
Mix/Teija cuff cardigan £110
Mix/Teija check dress £139