The Label Edition was born in early 2019 by the hand of two experts in fashion and luxury marketing, Véronique Von Siebenthal (founder and creative director) and Laura Johansson (co-founder).
With a 100% digital DNA, the commercial strategy of The Label Edition revolves around the online sale, given that its most compelling feature is the exhibition of its garments on the web. Since its very beginning, there’s been the will to bolster the communication and image side of the firm, in order to create a brand centered not merely on the design of the garments, but also on conveying a set of values and an aesthetic through it.
Timelessness, ethical and honest fashion, and exclusivity are the backbones that have guided the growth of The Label Edition, based on the production of capsules in proximity and in limited units. The brand endorses a more dynamic approach, following its creative process without subduing it to restraints in terms of seasons and the number of garments. Moreover, producing limited editions gives the firm the luxury to choose some fabrics from dead-stock, giving them a second life and contributing to the durability of the clothing. This resource allows them to include a philosophy of recycling in some capsules, bolstering further the slow-fashion. The visual-aesthetic aspect plays a relevant role as well, understood as the quest for effortless beauty and elegance that «always compliment a woman’s essence, and never overwhelm».
The Label Edition has its operational base in the city of Barcelona, in view of the relevance of the textile sector in Catalonia. Nonetheless, the brand enjoys a wide international repercussion and, in less than a year, it has established itself in the world of fashion as a desired brand among customers, actresses and influencers. In its brief span of life, The Label Edition has hitherto been recognized both in national and international media (see on the web, section ‘press’) that credit how this marriage between product and communication has been able to reach the consumer and inebriate her of its values.
26 abril 2021
This capsule evokes the instinctive need to reconnect with each other. We are living challenging times and, more than ever, it’s crucial to love and support each other. Towards this end, the brand wants to awaken the sentiment of love in its purest and most human form.
The Label Edition’s creative process is not rigidly structured by seasons, but rather responds instinctively to the appeals of each moment. Love Echo feeds into the urgency for a type of love that invites us to set aside negative emotions and remember easier times, when embracing each other wasn’t a synonym of putting oneself at risk. A type of love that unifies and reveals that happiness is shared. A type of love that speaks a common language, that flows through these garments.
Blouses and baggy pants in vivid colours, exuberant frills, and different-sized buttons married in the same cuf, are just a few of the elements that speak this language. Along the same lines, the increasing use of organic, recycled, and natural fabrics, as well as dead-stock , contribute to respecting the environment. Moreover, the garments are spoiled down to the smallest detail to give them an added-value in terms of quality and aesthetic exclusivity. With a romantic, yet energetic tone, every piece of this capsule translates to a sensorial format its message of warmth and connection. The title condenses the idea that we receive what we give: love follows the same movement as sound, which is reflected and bounces back to its origin point. Love Echo explores a world where what unites us prevails over what tears us apart, and everyone dances at the rhythm of the same music.