THE ONLINE SHOP: LAUNCHING MAY 28TH

...find a true original

NOT JUST A LABEL gives birth to a new kind of shopping experience offering unique, one-off designer garments. Addicts and admirers alike now have the opportunity to purchase special and limited edition pieces from designers recognised as the leaders in avant-garde fashion.

NJAL is the London based online platform for emerging graduates and design talent, counting more than a thousand fashion designers from over forty countries. THE SHOP is a new online initiative launching May 28th and will offer one-off pieces from designers like Ute Ploier, Anna Aichinger, Husam El Odeh and many others.

The first to host THE SHOP is Robin Schulié, head-buyer of the iconic Maria Luisa store in Paris and Unit F, the Austrian Association for Contemporary fashion. Diane Pernet, editor of cult-favourite blog, A Shaded View On Fashion, and founder of ASVOFF, fashion film festival, has been announced as our host in July.

Each consecutive month thereafter will be headed by another leading industry figure.

During its first month THE SHOP collaborates with Unit F, highlighting a long running, star-studded design industry in Austria. The fashion-set includes designers like Helmut Lang, one of the most iconic designers of our time. Tomasz Donocik, Awareness & Consciousness and Ute Ploier are just some of the prominent Austrian designers available from the NJAL Guerilla Store.

THE SHOP is a fresh online concept providing access to unobtainable designer pieces from a wide selection of fashion brands.

THE SHOP will launch on the 28th day in May together with the 9 festival for fashion & photography in Vienna, initiated and organized by Unit F büro für mode.

Participating designers:

UTE PLOIER (VIENNA) | 5PREVIEW (ROME) | HUSAM EL ODEH (LONDON) | VIBE JOHANSSON (COPENHAGEN) | TOMASZ DONOCIK (LONDON) | SCHIPPER ARQUES (ANTWERP) | ANNA AICHINGER (VIENNA) | ANUSCHKA HOEVENER (BERLIN) | AWARENESS & CONSCIOUSNESS (VIENNA) | MAAIKE MEKKING (LONDON) | NEUROTICA (LONDON) | SERGUEI POVAGUIN (BARCELONA) | JULIA AND BEN (BERLIN)

WILFRIED MAYER (VIENNA) | MONO CLOTHING (TORONTO) | ANTOANETASTEREVADESIGN (VIENNA) | PIA STANCHINA (LONDON) | ZSOFIA WEBER (LONDON) | SOPHIE GITTINS (LONDON) | ANSTECKEND (VIENNA) | SEELENKLEID (BERLIN) | GEOFFREY B. SMALL (PARIS) | ELEVENTH COMMANDMENT (SYDNEY) | RENE GURSKOV (COPENHAGEN) | BIPONE (VIENNA) | DAVORKA POZGAN (LUBLIJANA)

SUSANNE HAMMER (VIENNA) | KOJI HORIGOME (LONDON) | IRINA ROHPETER (HAMBURG) | ADA ZANDITON (LONDON) | ANDREA KLUSENER (DÜSSELDORF) | JIWON JAHNG (LONDON) | ALEXANDER KOUTNY (NEW YORK) | HEIDI MOTTRAM (LONDON) | KVAST (BERLIN) | SU PEI HO (LONDON) | RINGLEADER (LONDON) | +0 BY MEHMETLI NEUHAUSER (VIENNA)

PARTYNOIRE (BUCAREST) | CHRISTIAN WESTPHAL (COPENHAGEN) | PATRZIA BELSITO (MILAN) | SHAKKEI (VIENNA) | NAOKO OGAWA (BERLIN) | BRANDMAIR (VIENNA) | SPON DIOGO (COPENHAGEN) | KISA (LONDON) | PRISTINE SMUT (LONDON) | IMOGEN BELFIELD (LONDON)