...Model Off Duty...

At its core, The Fifth Label emanates versatility. Through its use of original prints and an accessible colour palette, The Fifth supports a laid-back sensibility to clothing with a focus on quality and wearability. With its monthly range of pared back essentials and statement pieces, styles from The Fifth form the cornerstone of any wardrobe.

The concept for The Fifth Label developed from a recognised demand for price-pointed everyday essentials that still maintained design integrity and reliable quality. This ethos created a brand that is effortless, adaptable, affordable and – in a word – cool.

Since its launch in June 2014 with the debut collection Undercurrent, The Fifth Label has garnered a cult following for its uncomplicated yet spirited approach. With every collection, The Fifth are constantly redefining the expectations for how everyday style can be delivered, combining placement prints and denim in easy-wearing fits.

“Updating basic styles in a way that excites customers is an incredible challenge, but one that is overwhelmingly rewarding,” says Amy. “It’s nice to be able to give a new twist to casual dressing by offering things like placement prints on tees, relaxed-fit dresses or easy-wearing denim. The Fifth girl is a bit of a tomboy, but still girly at heart. I find a lot of my own personal style has definitely seeped into the designs. I like to dress comfortably, but still look polished.”

Today, the success of The Fifth Label has led to the evolution of The Fifth Label Denim.  This focused core line launched in stores in August 2016 – offering core wardrobe staples to complete the model off duty look that The Fifth Label emulates.