Label 2016: Models with a Message

Yes – the St Andrews fashion scene DOES need another fashion show


The brainchild of Jo Boon, Label was introduced as a fashion show to “push boundaries and redefine beauty in a way that was both inclusive and body positive.”

The newest fashion show in the Bubble, Label seeks to use the medium of fashion to send a message that everyone should come as they are and diversity should be embraced rather than suppressed.  The audition process one that was unique amongst fashion shows – it required potential models to, in their own words, describe what Label meant to them and encouraged them to draw on personal experiences.

When I walked into 601, I could feel the energy pulsating throughout the venue. Upon arrival, I was handed a glass of white wine. Wine glass in hand (excellent foresight for selecting plastic glasses), I ventured towards the stage awaiting the show beginning of the show. Soon the show began and everyone was buzzing.

What I really loved about the show was that the models were so comfortable in their own skin and had so much say in the direction that the show would take.

As the models strutted down the catwalk, a voiceover of themselves talking about their personal experiences and battles would play, making the entire experience so much more intimate. It allowed audience members who came into the show as strangers to become friends with the models that knew about their battles and admire them for defeating their demons. I really enjoyed this aspect of the show – it is so unlike any other fashion show in the St Andrews calendar, and was so representative of Label’s values.

The models different cultures and issues that were important to them were highlighted by the choice of music that was played and the outfits they donned. It was lovely to see how much say the models themselves had in coming up with the artistic direction of the show.

Breaks in the show were marked by dance performances by Blue Angels and Shimmy Soc, both of which were very well received. Classic dance numbers like Uptown Funk and Formation were danced. These breaks were well placed throughout the show.

Hips Don’t Lie was played to usher in the interval, after which the lingerie section of the show took place, with model strutting down the catwalk in Neon Moon Lingerie, a company who pride themselves for their feminist views and body-positive image that is a refreshing change from the other brands in the lingerie industry. They also strive to represent all body types, presenting beauty as something that is not defined by your size.

The other designers being worn on the catwalk by the models also share Label’s values and beliefs. One of which was GFW clothing without labels strives to uphold and purport gender neutrality. Other designers that we had the opportunity to get a glimpse of were Bibico, Capr Style, Feminist Apparel and interestingly, the Charity Shops of St Andrews were also contributors to the show.

The Finale, where all the models strutted to Shut Up and Dance was met with a thunderous applause. Immediately after, the guests made their way to the bar area of 601 which had been designated for the after party.

The layout of the venue was very conducive to the transition between the fashion show and the after party. 601 was split into two sections, with the show being held inside while the after party and pre-show wine reception being held in the bar area at 601.

I felt that the venue could have been done up a bit more to reflect the message of the show, as they had done at their Meet the models session at the Adamson. The after party was very fun and low-key, everyone was having a good time and truly came as they were.

As with all fashion shows in St Andrews, Label too has chosen Mind, a charity that supports those with mental health issues. 50% of the profits from the show will be donated to Mind.

With a diverse range of sponsors including both international sponsors such as Ted Baker, Swarovski and Phase 8, to local sponsors such as The Adamson, The Rule and student-run Sooshi, Label has done well in gaining recognition and securing sponsors.

Yes, some might argue that there is an oversaturation of events in the St Andrews social calendar, but the addition of Label was so necessary to ensure the representation of the under represented part of the student body. It was a unique event in St Andrews, the likes of which I have never seen before. In it’s maiden event, Label surpassed mine (and Yik yak’s) expectations. Label is an event that is definitely worth going to next academic year.