The secret is out folks. Not Just a Label, a directory of designers that has become a squirelling resource for bloggers like myself. The shop launch of course hasn't gone amiss and even before I saw the selection, with Robin Schulié, head buyer of Maria Luisa in Paris, hosting the shop, I knew he'd give us some good picks. The store has also launched on the day of that 9Festival for Fashion & Photography in Vienna organised by Unit F büro für mode has begun and is sort of like the online shop contingent of the festival, showcasing and selling Austrian designers like Anna Aichinger, Ute Ploier and Awareness and Consciousness. I will also be attending the festival in Vienna next week for the Fashion 2.0 Blogger Day... basically a day of geeking out over fashion blogs with Diane Pernet, Imran BOF and Julia from Les Mads.
But back to the shop, it's not the easiest to navigate and once you get into the nitty gritty, you fast realise that this is not a fashion e-shop in the fullest sense of the word given that they're selling one-off pieces, each in one size, kind of along the lines of Soup and Fish which is alas no more...
The selection is of course incredible and it has given a platform to people who don't have a production line and might still be students themselves. So I will forgive the site for not having larger images or image views or a designer directory on the store. The roster of designers is meant to change with Diane Pernet taking over the selection in July but it's already started off well with designers hailing from all over the place.... I've picked out only a handful of peeps with my favourites being Jiwon Jahng, Pia Stanchina, Su Pei Ho, and Anna Aichinger...
