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Not Just A Label And Not Just A Model, Either

October 22, 2009 2:37 pm

The founder of the retail Web site Not Just a Label, Stefan Siegel embraces what he refers to as “fashion’s black sheep.” Siegel himself cherry-picks what he finds to be the most interesting new names available at retail—like Rad Hourani, Poupee Couture, and Pristine Smut—but also invites guest curators to put their own spin on things for the site. His latest is ultra-smoking-hot Dutch model Lara Stone, who follows a long line of esteemed industry folk including Diane Pernet and Maria Luisa buyer Robin Schulie. “We loved the fact that she doesn’t have this normal commercial appeal as a model, yet she has been so successful in the industry,” explains Siegel. “And she’s got this incredible avant-garde personal style. She is a true black sheep.”

Stone chose 70 items, among them Spon Diogo’s black leather bolero (pictured above), a flame-printed felted chiffon dress from fellow countryman Dutch designer Su, and a pretty fabulous faux-fur coat from Sikicio. About half of the limited-edition pieces have already sold, but the rest will be up for sale in the flesh at Not Just a Label’s pop-up shop in London, open tomorrow, and Saturday at rococo club Beach Blanket Babylon, also known as a favorite hangout of Prince Harry.

In addition to Stone, a few other current fashion icons have been trawling the site’s wares as well. We’re told Lady Gaga bought an Arajo dress about a week ago, while Beyoncé bought a Rozalb de Mura piece and Taylor Swift picked up one from Sia Dimitriadi. Not surprisingly, tomorrow night’s party to launch the pop-up already has RSVPs from Kate Moss and Sienna Miller. Expect a raucous party, though perhaps not a lot of clothes. At any rate, Siegel has already chosen the next guest curator for November. We’ve been sworn to secrecy, but stay tuned.

—Afsun Qureshi

Photos: Courtesy of Not Just A Label

tags: Lara Stone, Not Just A Label, Stefan Siegal