Designers Shawna Robinson and Natalie Sydoruk have been collaborating since Fall 2009 on their their clothing line LABEL. Shawna, a freelance wardrobe stylist, and Natalie, a fashion design graduate and model, set out to reinvent basics. The result? Easy to wear but immediately chic eco-friendly wardrobe staples. Shawna and Natalie, busy designing SS12, took some time to participate in our designer interviews series.

How did you get into fashion design?
Shawna: Since I don’t have a technical background in fashion design, I started designing when I met Natalie, who was able to make it all a reality.
Natalie: I was an art student in university and wanted to find a career that would allow me to create something practical.

What is the first thing you designed (personally or professionally)?
Shawna:I used to cut up and resew my clothes as a kid. I remember once making a bandeau out of a pair of old sweatpants.
Natalie:Growing up, pants were never long enough for me, so I got my mom to teach me how to sew a pair.

When did you launch LABEL?
We started working together on one off pieces in 2007, but we didn’t launch our first full collection until Fall 2009.

What inspires you / your work?
Shawna: I’m inspired by art, music, and my friends. I like to think of a certain mood when creating a collection, so I always go to those sources to feel moved.
Natalie: I’m inspired by people around me and also the functionality of clothing. I like to make things look effortless yet stylish.

Describe your SS’11 Collection.
Our spring collection was inspired by 70s laid back glamour mixed with a sporty vibe.

What is your favourite piece from your SS’11 Collection?
Shawna: The varsity singlet in D- is my fave.
Natalie: The Moss robe and the Cherie blouse.
(The Moss Robe and Varsity Singlet are pictured above)

Did you have a personal soundtrack or a favourite album that you listened to while working on SS’11?
Shawna: Right now I’m all about Angus & Julia Stone, but it changes daily.
Natalie: I love all types of music but The Smiths are my favourite.

What area of your work do you enjoy the most?
Shawna: I enjoy the post collection work, such as styling photo shoots, collaborating with amazing photographers, hair and makeup people, and models. I also love the excitement of planning a show and showing off our hard work to the world.

What is the most difficult aspect of your job?
Shawna: I love it all. It’s hard, but so gratifying.
Natalie: Balancing all of the different tasks involved and making sure everything on schedule is difficult at times.

What is the most surprising thing that has happened to you as a designer?
Shawna: Every season I look at the collection and am completely surprised that it was once just an idea and a bunch of messy illustrations, and now it’s a real, tangible thing.
Natalie: I was surprised when I won the Flare competition during my graduating year at Ryerson.

If you could collaborate with any designer / artist / musician / etc. on a single project, who would it be and what would you do?
We’re currently collaborating with accessories label, The Leather Atelier to make sustainable, durable bags. This is something we’ve wanted to do for a long time so we’re really happy about that.

If you could design a wardrobe for any one person (past/present/real/fictional), who would it be?
Shawna: I am seriously obsessed with Taylor Tomasi Hill right now. I think fashion editors have the greatest style out of anyone. It’s totally a job requirement!
Natalie: I love the way Kate Moss wears clothes, and I’d love to see how she would incorporate LABEL into her wardrobe.

How would you describe your own personal style?
Shawna: I’m always wearing a mix of vintage, high end, and independent labels. I rarely wear uncomfortable things, since my days are so jam packed I need to be able to move around with ease.
Natalie: Very random! Half of the time I just dress simply (I need to be comfortable when in the studio) but when I go out at night I love to experiment with different looks.

What is your favourite item in your personal wardrobe?
Shawna: Right now, I can’t take off my Frye motorcycle boots. They look amazing with our new collection.
Natalie:I have a few classic staples that I wear with everything, what comes to mind are my Balmain sandals and an Hermes “H” belt. I love wearing these types of pieces with LABEL.

Where do you shop for clothes when you're not wearing your own designs?
Shawna: Vintage stores, Holt Renfrew and Chasse Gardee in Toronto, and La Garconne and Net-a-Porter online.
Natalie: Vintage stores.

What is on your current fashion wishlist?
Shawna: Acne Halo wedges, a Chanel 2.55, and some cool sunglasses.
Natalie: Chloe tailored pants.

What fashion trend would you not be caught dead in?
Shawna: I’ll try anything once!
Natalie: We all make fashion mistakes from time to time. What I think is important is to be creative and unique.

What is the one item that every woman should have in her closet?
Shawna: It sounds boring but the perfect white dress shirt. I’ve found that what I’m really lacking is good basics that I can use to bring my crazier pieces down to earth.
Natalie:Good layering pieces are essential – like the perfect leather legging.

What is your favourite thing about the city you live in? (Toronto)
Shawna: Bike riding through Trinity Bellwoods park in the summer time.
Natalie: I love that there are so many different neighbourhoods, each with their own unique characteristics.

If you couldn’t be a fashion designer, what other area of interest would you like to explore?
Shawna: Probably a stylist or a shop owner.
Natalie: I would teach horseback riding

What is next for your label?
We’re working on our Spring 2012 collection which is inspired by magic. We are going to be traveling to a few trade shows and hopefully break into the US and European markets.

Visit: LABEL