Online platform for the new fashion generation
"Discovering and supporting pioneers in contemporary fashion" is the headline on the Not Just A Label website. This is the goal that Stefan Siegel set himself when he established the online platform in London in 2008: to offer young creatives an uncomplicated way to showcase their collections to a broad public. Not Just A Label (NJAL) works closely with the most prestigious fashion schools in the world, functioning as an interface between up-and-coming designers and the global market. The aspiring designers can upload information, lookbooks, videos and the like onto the interface free of charge, and they can market their collections exclusively through the online shop. 70% of the purchase prices go straight into the pockets of the designers, thus enabling them to finance their growth independently.
What’s more, the platform’s trend scouts decide who is suitable, for example, for a feature on the home page or in the editorial section. In addition to NJAL’s own media channels, such as newsletters and social media, collaborations with fashion publications and global events with prestigious partners, including Condé Nast, IMG, Mercedes-Benz and Peek & Cloppenburg, help the designers to establish themselves internationally.
Today, more than 25,000 designers from 150 countries are already showcasing their work in the digital showroom. This enables designers from outside the large metropolises as well to connect with buyers, stylists and journalists all over the world. At the same time, NJAL is also pursuing the goal of promoting traditional craftsmanship and local know-how. The network supports designers who set store by originality, sustainability and local production and, in so doing, it makes a clear stand for individuality, quality and authenticity in the fashion industry. In order to promote the sustainable and fair fashion industry further, NJAL also works with governments, development agencies and NGOs.
And things remain exciting: for this year, they are planning the launch of a new platform and a relaunch of the online shop, with new e-commerce models for B2C and B2B buyers. Apart from this, the creators of the platform are operating on the assumption that the fashion industry will increasingly revolve around entertainment and so they want to combine their events and activities.