the label edition

The Label Edition was founded in early 2019 by two experts in fashion and luxury marketing, Véronique Von Siebenthal (founder and creative director) and Laura Johansson (co-founder). With a 100% digital DNA, the commercial strategy of The Label Edition revolves around online sales, being its strong point the web display of its garments. Since its inception, it has sought to enhance the image and communication part of the firm, to create a brand focused not only on the design itself of the garment, but in transmitting values and aesthetics through it. Timelessness, ethical and honest fashion, and exclusivity are its main pillars, which have guided the growth of The Label Edition, based on the production of capsules made in proximity and with limited units. The brand is committed to a more dynamic approach, which follows its creative process without setting limits in terms of seasons and number of garments. In addition, by producing limited editions, the brand can take the luxury of choosing some dead-stock fabrics, giving them a second life and contributing to the durability of the fabrics. This resource allows to include a recycling philosophy in some capsules, boosting slow-fashion. Likewise, the visual-aesthetic aspect of the brand also plays an important role, understood as a search for natural beauty and elegance that “always accompanies the essence of a woman and never silences her”. The Label Edition’s operational base is the city of Barcelona, for all that the textile sector in Catalonia entails. The brand, however, has a wide international projection and in less than a year, has established itself in the fashion world as a brand desired by both customers and actresses and influencers. In its short time of life, The Label Edition has been recognized in both national and international media (see web, ‘press’ section), which endorse how this combination of product and communication has been able to reach the consumer and transmit its values.

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