The Story

Discovering And Supporting Pioneers In Contemporary Fashion

Set up by Stefan Siegel in 2008 to infuse new life into the fashion system, NOT JUST A LABEL (NJAL) quickly became an indispensable tool for the industry; combating hurdles emerging talents face, helping them to gain exposure and finance their progression independently by providing an easily accessible network and retailing forum.

Stefan Siegel, a native South Tyrolean — the German speaking part of the Triveneto region in Northern Italy — grew up in in an area responsible for over 40% of all high-end luxury manufacturing, a setting where the ‘Made In Italy’ label is really being defined. Following his high school career at Venice’s prestigious military college, the Francesco Morosini Naval School, he kick-started a colourful career while studying Economics in Vienna, when he worked for prestigious design houses and advertising agencies in the fashion and media industry. 

Followed by a successful modelling career, Stefan worked on five continents before achieving his MA in International Business Administration in 2004 at the Vienna University of Economics. After graduating he joined the world of finance, working for Ernst & Young and Sal. Oppenheim in Switzerland and finally the Merrill Lynch M&A Investment Banking group in New York and London, specialising in the Consumer & Retail sector. It was this experience that Stefan used to start NOT JUST A LABEL.

Since then the platform has grown exponentially to become the leading global platform for emerging fashion designers and rank among the most respected websites in the fashion industry.

NJAL’s logo, a black sheep, was chosen to represent the mission the company has set for itself: stand out, swim against the stream, break moulds and change the landscape of fashion. NJAL spotted the outliers and has been welcomed as something that was long overdue. 

NJAL today represents over 30,000 designers in over 150 countries. It is an infinitely expanding destination devoted to facilitating growth in the fashion industry and has established itself as a distinctive creative hub for fostering innovation. Today, NJAL is the world’s leading designer platform for showcasing and nurturing pioneers in contemporary fashion.