Shawna Robinson (L) and Natalie Sydoruk (R). Photo by Dave Gillespie.

Names: Shawna Robinson and Natalie Sydoruk, designers for clothing line Label.

Ages: 30 and 32

Hometowns: Fenelon Falls, Ontario (Shawna) and Toronto born and raised (Natalie).

About Shawna:

Shawna Robinson is a Toronto transplant who has three main interests: dogs, fashion and yoga. Shawna loves Toronto for "about a million" reasons, including the endless amount of amazing places to brunch, Trinity Bellwoods park and the fashion and music scenes. Shawna is currently working on: training her miniature dachshund how to use the outdoors as a toilet, her handstand, and a little project called 'Topless Magazine.' When asked what she wants to be when she grows up, Shawna replied: "Karl Lagerfeld." Fair enough.

About Natalie:

Natalie Sydoruk was born and raised in the west end of Toronto, has a golden retriever named Penny, and is full of surprises. For example, she used to teach horseback riding, skiing, and snowboarding. In case that doesn't make you want to be her best friend, get this: she went to U of T and then Ryerson for fashion design, used to model, and now DJs around the city. What's not surprising is that Natalie and her singer/songwriter boyfriend, Justin Rutledge, listen to CBC "religiously" - duh, all the cool kids do.

Let's start with the basics. How did you two meet and what did you ladies do before you started Label? 

SR: We met while working a part time retail job. I was just getting into wardrobe styling, and Natalie was modeling and DJing. Nat had a degree in design and had worked in the industry before. I had always wanted to start my own brand and if we combined our skill sets, it was a definite possibility.

I love that Label uses organic materials for their garments. How important is that to you, and is that hard to maintain as you grow? 

NS: When we started Label we just didn't think there was a way we could do this and not think about how the clothing was made and where the fabrics came from. It is very important to us to have that in mind when we start designing any collection. But at the same time, there isn't a ton of choice in what's available, so sometimes we have to use something that's not as preferable. It's always a last resort, though.

Walk us through the journey of creating this collection. Your last collection at LGFW for Fall/Winter 2011 was heavily grunge inspired. What shifted the creative focus from the streets to under the sea?

SR: Our brand is all about creating wardrobe building blocks for your seasonal wardrobe. So if we stay within that framework, we can reinvent ourselves each season with a new theme. We were inspired by the spring thaw, at first, and how people begin to shed their layers and colour starts peeking through. Then the water theme started to emerge, and we became obsessed with videos of the underwater world. Before we knew what was happening, we'd created this journey from the cold, dark, depths of the sea all the way to the sun dappled waters at the top. We wanted to show a transition from the dark of winter to the spring rebirth. Also, you'll see a contrast of sharp and soft in this collection.

Tell us about some of the fabrics and textures you used for this collection and how that played into the creative process.

NS: We started with our basic fabrications; tencel, modal, tencel twill, and organic cottons and silks. Once we had our more basic blocks, we started getting into the printed lace baby doll dress, and we managed to source some amazing sueded organic silk, which we used in our overalls and our silk vest. We also found the greatest cotton mesh this season, so we did some great pieces out of that.

What is the most exhausting and rewarding parts of the process of putting on a runway show?

SR: I find the whole process exciting. It's fun to see the collection come alive in an environment that you created. We are doing our show in the studio again at the tents, and it's a great opportunity to control the environment and create an amazing experience for everyone. It's exhausting because things always come up last minute, like a model not working out, or a typo on your invite. But you just have to roll with the punches. That's what makes it fun.

How do you two keep from killing each other under all the stress?

SR: We do have some tense moments, but our partnership is based on friendship and mutual appreciation. I'm definitely the shouter around here, so I'm glad Natalie has learned to brush that off.

What are your fashion week essentials?

SR: My iPhone, caffeine and my sister (and assistant) Jessica.

What's the biggest misconception about working in the fashion industry?

NS: That we're all rude bitches who don't eat.
 
What other collections or presentations are you looking forward to this week?

SR: I saw Jessica Mary Clayton's presentation last week, and her prints are to die for. We're big fans of a bunch of Canadians, so in no particular order: Chloe comme Parris, Juma, Bustle and Denis Gagnon.

I love that you support other Canadian designers so genuinely. Can you offer some advice for your fellow Canadian aspiring designers?

SR: Be prepared to make a ton of mistakes. You're not just a designer but a business owner if you're starting your own label. Work really hard, be kind, and love what you do.

What's your favourite piece from your new collection? And yes, you can only pick one each.

SR: The Asterias top. It's a silk cropped top with long tails down the back. Asterias is Latin for stingray.

NS: The Pygocentrus jacket.

What's been on your iPods lately? Do you have an album or artist that gets you through long days at the studio?

SR: Drake and The Weekend.

NS: 'The Drive' soundtrack, and Feist's new album, Metals.


Images from Label's Spring/Summer 2012 collection. Photos by Shalan & Paul.

Label's Spring/Summer 2012 collection will be shown in The Studio on Wednesday, October 19 at LG Toronto Fashion Week.

Front page photo credit: Alice Xue