Wednesday, 21 September 2016

THE LABEL Makes Its International Debut

We just love local talent and are bursting with pride to hear Emma O'Rourke's label - THE LABEL had a very successful international debut at Vancouver Fashion week. Her collection titled Greater than less than >< was nothing less than impeccable. Her strong innovative and refined aesthetic modelled by a diverse selection of models impressed the audience.

“>< is a story really, it is me creating something simple and thought provoking. It isn't just about THE LABEL, it is about supporting an ethical industry, it's a movement. Its greater than less waste, it is greater than one thing.” Emma explains about her S/S 17 collection.

THE LABEL was only established last year shortly after Emma graduated with a Bachelor of Fashion Design at the Canberra Institute of Technology and since its inception her collections have been worn by Canberra's most stylish fashionistas and it is no surprise THE LABEL has now taken flight internationally. On top of the versatility and clever design of the garments THE LABEL endorses sustainable and no waste techniques and her latest collection is the most innovative collection yet, with the use of advanced technology to produce ethical fabrics, intermixing metals with fabrics and continuing with a minimal waste design to create each piece.


“I want there to always be pieces in the collection that can be layered, worn as a set or mixed up. This collection is THE LABEL's most innovative yet in terms of fabrics I have suede made from recycled polyester bottles, recycled cotton, tencel, all great fabrics that have been carefully sourced from Australia to Osaka.” continued O’Rourke.

Emma’s connection and understanding of style minded women paired with her skill and dedication to a better industry has created the perfect base for this modern label. THE LABEL can change the face of ethical fashion through its desire to create a movement towards aesthetics without compromise on sustainable design.


“I work in this back and forth way, work with a complexity to make something simple, complexity behind my paired back garments. I have tried to keep a mix of skirts, dresses, crop tops and shorts, and, as always, I have items which can be worn multiple ways so they last season after season” Emma on her collection.

Vancouver Fashion Week has built itself around supporting both emerging and established designers from around the world. It is the fastest growing fashion week in the industry and pride themselves on providing a strong platform for designers across the globe.


Known as the mecca of up and coming fashion designers, Vancouver Fashion Week plays host to more than 20 labels this week from the 19th September to 25th September. The Label opened the week’s events tonight alongside four other international designers.

Congratulations Emma! We can't wait to see more of your amazing collections!

TFV xox







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