Icon, Superstar, Phenomenon. I want to inspire people to think outside the box of familiar fashion rules and to lead more expressive lives.

Our society is governed by certain purchasing and copying habits. Combine this with our herd mentality, and we’re left with people who look more and more alike as stereotypes pop up.

The new statement label “PHENOMENON”, with its eponymous first ready-to-wear collection embraces this fact while putting a twist on it. The collection shows that it’s okay to copy others, but that it doesn’t mean having to look like everyone else. Based on the eccentrics of our world, each look represents a recognisable character. This express statement and the “wearability” of these characters will inspire consumers to lead more unconventional lives.