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David Jones

Just Landed: The Fifth Label

The Fifth Label

The label on everyone's lips right now has just landed at David Jones! We had the chance to chat to The Fifth Label's head designer, Amy Hicks, about the new brand and her favourite items from the new collection.


When did you decide you wanted to begin creating a fashion label and why?

I was working for Finders Keepers, co-head designing with Kate Anderson. Our Directors Melanie and Dean came to me with the idea of starting up a fashion label that had the same quality and the same values as other labels, but was at a price point that would be more affordable. So that’s how we devised The Fifth Label; it’s more street than the other labels, a little bit more casual, and has a lot more basics that run through every range.

Describe your label in one word?

That’s a hard one! Can I have two words? Girly, tomboy!

What was your inspiration when creating The Fifth Label?

Well I guess that girly, tomboy look, and just creating comfortable items that everyone can wear and fit into - things that are relaxed and easy. A lot of the other brands under Australian Fashion Labels are very dressy, so I think that The Fifth really complements them as it consists of basics that you can pair with those items.

Describe your favourite items from this season's coming collection?

A favourite item of mine would definitely be the Flashing Lights Dress in Leopard… I love this print and the style is just so easy to wear! Another must have piece is The Long Sea Jumper in White/Black, it is such a key basic in my wardrobe.

Who is the brand designed for? Do you have a particular type of girl in mind when the designs are constructed?

It’s a wide demographic now; we like to aim at everyone. But initially we pictured an everyday girl - no-brainer clothes, easy stuff that you throw on and don’t have to think about too much.

What makes The Fifth Label unique?

It’s price-pointed clothing with no quality compromise. Within Australian Fashion Labels, I guess it is the tomboy, street style that makes it stand out.

What's on your mood board?

Going forward, we’ve just messed around with the idea of Persian carpets (which is coming out soon), beautiful vintage Hawaiian prints, and as always, lots of stripes!

The Fifth Label
The Fifth Label
The Fifth Label