B R A W Interview | Oui The Label

February 16, 2018


Stolen moments - 'Created with the intention to evoke the feeling of true love, freedom and the escape into nature.'


The new collection from Australian label, Oui the Label, breathes modern sophistication with a hint of bohemian luxe. With a minimal approach, the designs were created for the modern-day bride who is looking for something unique. We chat exclusively with the team behind the label on their inspirations and journey of the new collection

When was Oui the Label created and what was the inspiration for the brand?

Oui The Label was first imagined in early 2015 with influences from "do-it-your-way" bridal icons such as Bianca Jagger, Keira Knightley, and Olivia Palermo. We were moved by the desire to reinterpret the norms of bridal fashion. There is so much waste in both bridal and fast fashion and so we choose not to conform. Oui The Label pieces will not only feature on your most special of days, rather it should make you feel so effortlessly beautiful, you'll want to keep and wear them forever.


Collectively with the creative team at Oui, our Creative Director has chosen to be unidentified. The notion of an anonymous designer isn't completely new, however we believe that this is still the best way to truly bring the focus back to these pieces we have put so much feeling into.



Describe the Oui customer in three words.

Confident - Effortless - Inspiring.


Who would be your dream client and why?

Lorde. She's an absolute Oui babe.


Who and what are your current inspirations.

So many things. Right now I am absolutely captivated by Jane Birkin and her great love story with Serge Gainsbourg. I always begin with a feeling, writing down these feelings and being truly immersed in them to see where it takes me. 


Talk us through the inspiration for your upcoming collection.

We've just launched the collection titled Stolen Moments. Channelling a love for wanderlust, we started with a feeling of true love and freedom. To live with wild abandon and to go where the heart is. To simply breathe and to enjoy this moment in time too fleeting to waste. We'll be exploring these vibes further into the year, so stay tuned.


What do you think a bride should consider when choosing their gown?

Dress for who you are in this moment in time. You are not the same person you were five years ago so trust your instincts and have fun.


What style and trends do you think we'll be seeing more of?

Fuller skirts and deeper necklines.


What does the future hold for Oui the Label?

We'd of course, first and foremost love to continue to challenge the norms of bridal fashion and will forever dress Oui babes for as long as they let us. However, Oui The Label really is a lifestyle brand more than anything else, so a range outside of the bridal umbrella would be a natural progression for us. Birthdays, showers, christenings, lazy Sundays, we're here with you for the long run! 




 All images from @Ouithelabel


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Cambridge, UK   l    hellobrawcreative@gmail.com