At Grazia we love to scope out and get behind new fashion talent *cough* David Koma *cough*. After all, what better way to stay one step ahead of the trend curve, right? And obviously unique fashion website Not Just A Label is of the same mind. Showcasing the work of over 2,500 emerging designers from 44 countries, NJAL gives exposure to new avant-garde fashion talent. And to celebrate the festive season, they are about to take things to a whole new level.
NJAL’s initiative THE SHOP was launched in May to give us access to a small range of unique and rare designer garments, but now the scope of this online shopping is widening. Giving all of us style savvy ladies the chance to buy one-of-a-kind pieces straight from the designer’s studios, THE SHOP is about to cut out the tricky middle man – the buyers, distributors, et al – and provide a direct link between the showroom and the buyer no matter where they are in the world. Extraordinary, don't ya think? NJAL’s celebrity following definitely thinks so. THE SHOP is curated by none other than cult blogger Diana Pernet, NY icon Amanda Lepore, Maria Luisa’s head buyer Robin Schulie and supermodel du jour Lara Stone, so a whole wealth of knowledge, style and experience goes into making this project pretty incredible.
And if you can’t decide which of the beautiful items to put on your wishlist (or subtly leave a picture of on the fridge for him to find…) then why not turn to some A-list advisors for inspiration? Starting 2nd December, each week a celebrity fan will showcase their favourite buys and outfits made by the NJAL talents. Check out Orschel-Read’s Wing trousers worn by Lady Gaga, or perhaps Alice Dellal’s diamond embroidered leggings designed by Elnaz Niknani; maybe even Pixie Geldof’s Kay Desmond dress with Paris Hilton’s clutch created by Gretchen. Other schlebs including Beyoncé, Taylor Swift, Katie Holmes and Whitney Houston are also fans of NJAL’s talent pool, which speaks volumes about what’s on offer.
“'Individualism is key in today’s society. Not only in public life, but also in private these trendsetters have chosen to wear items made by young and creative pioneers; items which are different, unique and most importantly produced in a sustainable way,' say NJAL, and we reckon they couldn’t be more on the money. Love love love it!