Newcomer Hide the Label combines delicate dresses and sustainability

Seasonless, sustainable and sophisticated styles are the focus for siblings Ryan and Shereen Barrett and their womenswear brand Hide the Label.

The brand launched via its own website in April, but is keen to explore wholesale opportunities going forward.

Designs are geared towards classic shapes and feature dramatic floral prints. The current collection comprises of 12 different looks, with four dress shapes and one blouse in different prints. Highlights include a tulip print wrap maxi dress and an ochre midi shirt dress.

Both siblings have backgrounds in fashion and business. Ryan currently runs London-based print studio Vooprint and is also a model, while Shereen worked as a womenswear designer for over 15 years at numerous high street names, including Next, M&S, H&M, Zara and Massimo Dutti.

Describing its ethos as “slow” fashion, the brand focuses on creating timeless designs and uses sustainable materials. Currently, 80% of fabrics used are either plant-derived or from reclaimed fibres. The brand’s fabric printing techniques ensure minimal water use and delivery packaging is 100% biodegradable.


Orange Shirt Dress