At its core, The Fifth Label emanates versatility. Through its use of original prints and an accessible colour palette, The Fifth supports a laid back sensibility to clothing with a focus on quality and wearability. From the monthly ranges of pared back essentials to statement pieces, styles from The Fifth can be used as the base notes of any wardrobe.
The concept for The Fifth Label came when Australian Fashion Labels Creative Director Melanie Flintoft discovered a growing demand for price-pointed daily essentials that still maintained design integrity and reliable quality. She enlisted Amy Hicks as Head Designer, trusting in the fashion graduate’s knowledge of fabrication, craftsmanship and trends to create a label that is effortless, adaptable, youthful and – in a word – cool.
Since its launch in June 2014 with the debut collection Undercurrent, The Fifth Label has garnered a cult following for its uncomplicated yet spirited approach. With every collection, Amy and her team are constantly redefining the expectations for how everyday style can be delivered, using placement prints and denim in easy-wearing fits.
“Updating basic styles in a way that excites customers is an incredible challenge, but one that is overwhelmingly rewarding,” says Amy. “It’s nice to be able to give a new twist to casual dressing by offering things like placement prints on tees, relaxed-fit dresses or easy-wearing denim. The Fifth girl is confident and a bit of a tomboy, but still girly at heart. I find a lot of my own personal style has definitely seeped into the designs. I like to dress comfortably, but still look polished.”
The Fifth’s rapid growth has meant Amy now has more the ability to stretch out and further her ambitions.
“I’m so surprised by how quickly The Fifth has evolved and how positively it has been received. It has exceeded my expectations, which means I have more room to expand and evolve the label and that’s the most exciting thing of all.”