Brand new Aussie brand The Fifth Label has just launched in the UK and it has already been dubbed as the one to watch by national and international publications, has become the go-to brand for celebrities including Foxes, Jessie J, Kourtney Kardashian and Jessica Alba (to name drop a mere few) and has quickly established itself as a blogger favourite.
We are sharing some of the key press with you here as well as the stunning lookbook of their UK debut line Runaway. In the UK, The Fifth is available exclusively at Asos so be quick to snatch yourself some pieces from this coveted sports luxe essentials range that caters to the feminine tomboy, presenting an effortless aesthetic with a sports influence and laidback sensibility.
Here’s some of what the fashion press has been saying about The Fifth as well as some key imagery of celebrities and bloggers wearing The Fifth (if we were to show you all of the material, we’d cause many computers to crash…)
Company online: ‘We can’t wait to get our mitts on these quirky new pieces’
Marie Claire: ‘You might not have heard of Fifth Label yet, but we promise it will soon become a regular star in your new season wardrobe … [The] Fifth Label mixes wearable street style pieces with the shape and structure of catwalk designs’
Metro: ‘Australian labels are having a real moment right now and the latest one arriving this side of the pond is The Fifth Label, a contemporary line devised by the team behind Aussie brand Finders Keepers. Already loved by the likes of Foxes and Jessie J, The Fifth Label offers effortless feminine-meets-tomboy laidback separates.’
Cosmopolitan online: ‘This Australian brand has everything we love about high street fashion: style, diversity, practicality and most importantly, really affordable price points. Expect original prints, comfortable material and quality designs – an aesthetic based around simple yet chic principles.’
Fused (online): ‘The brand offers a unique approach to affordable fashion combining the attitude of street wear with a uniquely defined style aesthetic. The collection offers clean lines, original prints and an understated edge that allows the pieces not only to be comfortable but also showcase the high fashion structure that the brand and the head designer Amy Hicks (former co-designer for Finders Keepers) are known for.’
Gemma Gow, Look: ‘Set to be my go-to for laid-back with a sporty twist, I’ll wear the monochrome tee with jeans and the boxy denim shirt with my midis. Trust me, these separates will be your new wardrobe building blocks.’
Company: ‘Sports-luxe essentials in super-duper prints and cuts (that no one else does anywhere). Where have you been all our lives!? Thank GOODNESS for newbies The Fifth Label, stocked at Asos.’
Notebook: ‘Just launched and new to Asos.com, the latest brand to know about is [The] Fifth Label is a mixture of sturdy basics, sport luxe pieces and bold prints – all of which your wardrobe needs.’
Fashion Monitor: ‘The Fifth Label … produces monthly collections with an androgynous aesthetic, focused on everyday wearability.’
Time Out London: ‘Say “G’day” to The Fifth, an elegant, cool and gratifyingly affordable new womenswear line. We like the silky playsuits (perfect summer wedding material) and the tomboy-ish bomber. Perfect if you find yourself getting British high street fatigue.’
Drapers: ‘Created by the team behind Antipodean womenswear favourite Finders Keepers, [The Fifth] has a feminine-meets-tomboy aesthetic. Runaway, the first collection, offers pared-back basics with clean lines and bold tropical prints. The short-order brand delivers 11 collections a year, with 40 styles in each. Asos will be its first stockist, but it is also keen to establish an independent store network.’
Evening Standard: ‘Australia’s latest export – The Fifth Label – touches down in the UK today. Created by the people behind hot antipodean brand Finders Keepers, the collection of pared-back basics focuses on clean lines, original prints and an understated aesthetic, all at refreshingly affordable prices.’
Mail Online: ‘Available exclusively through online fashion retailer ASOS, [The Fifth’s] debut collection RUNAWAY combines street-style’s no-nonsense attitude with the modernist structures and shapes of the catwalk.
‘The latest fashion trends blend in seamlessly with timeless styles; prints vary from the classic Breton-stripe to the in-vogue Hawaiian and shapes range from blouses with razor-sharp tailoring to loose-fitting smock dresses. While ‘global street-style’ may seem like an unlikely source of inspiration for such a collection, it’s visible in the more loungewear-esque ‘Drop the Game’ t-shirt and the ‘Of the Night’ sweatpants.
‘Commonly referred to as ‘The Fifth’, the label’s popularity on Instagram, Facebook and Twitter reflects the brand’s contemporary vibe, with clothes just as well suited for dancing the night away at a music festival as for inspiring envy in the office. Perfect for our manic events schedule, we think you’ll agree.’