Fashion: Label is the Next big thing

Label is Next's new branded shop
Label is Next's new branded shop
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To celebrate the launch of Label, Next’s new branded shop, we have a whole new wardrobe to win. Stephanie Smith previews the range.

We all have our favourite labels, our go-to brands that consistently come up with the perfect takes on the season’s key trends and themes.

Label is Next's new branded shop

Label is Next's new branded shop

Now High Street giant Next has showcased some of the best-known fashion and accessories brands under Label, a new dedicated website and publication within the Next Directory. It’s a one-stop shop for some of the most popular names in fashion and sportswear, including French Connection, Superdry, Joules, Vans, Hobbs, Gant, LK Bennett, Oasis, Warehouse, Diesel, Adidas, Nike and Hilfiger.

It’s an eclectic blend of brands that will appeal across the broad range of Next’s fashion shoppers – and may encourage many of them to take a brand new look at labels they might have assumed were not for them.

British supermodel Jourdan Dunn is the face of Label, seen here modelling key looks for spring/summer, from sports luxe to contemporary classic-with-a-twist tailoring.

Jourdan, 23, from London, is mum to four-year-old Riley. In 2008, she was the first black model to appear on the Prada catwalk in more than a decade. She has spoken out forcefully about racism in the fashion industry and backed Iman and Naomi Campbell’s campaign for racial diversity on the catwalk.

Label is Next's new branded shop

Label is Next's new branded shop

“I don’t know why people applaud designers for having just one ethnic model. It’s not like only one type of woman loves fashion,” she tells Miss Vogue this month.

“I find it weird when agents say, ‘You’re the only black girl booked for the show. Isn’t it great?’ Why is it great?”

Jourdan looks effortlessly cool in all the featured brands, whether she’s modelling retro sporty casual styles or sleek and pared-down work wear.

Label is a clever, time-savvy concept that will appeal to busy fashion shoppers, with a clean, clear online store to browse the season’s branded collections. There are also heritage-inspired fashions and sports branded clothing for men and collections for children, all quickly available for those in a hurry – order before 10pm for next day delivery to your home, or to your local Next store, for free).

Label is available on www.thelabel.co.uk.

Twitter: @yorkshirefashQ